Research On The Fashion Jewelry Design Market In China

Specific to this thesis' particular Charms Bracelet Design, categories of Jewelry design, belon gs to the consumer goods categories of the luxury goods, and of industry and market development is mainly affected by the country's per capita income growth. As world and China's economy is re structuring itself toward positive direction; and one of the fastest growing industries are the jewelr y, the consumer goods and market. In order to argue its economic success and product design feasi bility we must understand what makes industry and market unique. To attain this, the Chinese mar ket and consumer provides the setting for an qualitative case study.The literature review on consumer behavior and psychology shows Mainland's consumer in t wo categories one as very conservative, another openminded, outgoing, open to new and will to change.The research has discovered in the Chinese do mestic market, although most of the consumer prefer gold and silver brands, the study's comprehe nsive quantitative survey analysis identifies there is a market for new, also local, and international fashion jewelry design brands which will incorporate Chinese cultural elements into their designs t argeting Chinese consumers.This thesis argues in order to succeed in Chinese market design houses need to focus on three key aspects of the product launch: theme and innovative design, size and materials, in detail. How ever, it will also depend on the management to marketing direction of how product launched at the China market.