The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The types and roles of domestic events by luxury jewelry brands analyzed based on articles during the period of 1990~2013

1990~2013년 기사로 분석한 럭셔리 주얼리 브랜드의 국내 이벤트 유형 및 역할

  • Hong, Jiyoun (Dept. of Gems and Jewelry, Dongyang University) ;
  • Hong, Nayoung (Dept. of Clothing and Textiles, Ewha Wamans University)
  • 홍지연 (동양대학교 보석귀금속학과) ;
  • 홍나영 (이화여자대학교 의류학과)
  • Received : 2014.08.13
  • Accepted : 2014.10.13
  • Published : 2014.10.31
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Abstract

Global luxury jewelry brands had begun to launch their direct businesses in Korea since the 1990s, and have attained fast growth by holding events reflecting their philosophies. The purpose of this study was to analyze the background of their growth by examining the types and roles of events in Korea held by luxury jewelry brands. For the research method, the quantitative and qualitative analysis were performed about domestic events of Tiffany & Co., Cartier, Bvlgari, Chaumet, and Van Cleef & Arples during the period from 1990 to 2013. Also, theoretical study was reviewed. The results are as follows. The events are largely classified into jewelry exhibitions, jewelry shows, wedding fairs, and hybrids. The roles of such events were, first, the artification of products and, second, the contemporization of traditions. According to the findings of this study, luxury jewelry brands transmitted new emotions and values to their customers through their events in Korea, and extended their influence continuously over the Korean high-end jewelry market.

Keywords

References

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