An Examination on Fashion Jewelry Brand Industry's Situation and Its Implications

The purpose d this study was to examine situations of fashion jewelry brand industry and to find out the problems in Korean jewelry market. Based on literature review, this paper tried to define jewelry first, and to investigate recent the recent situations or status of fashion jewelry markets. The fashion jewelry brand markets were able to be classified into 2 categories such as off-line retailing and on-line retailing including internet shopping and home shopping. As the result, the most problem was the definition of the fashion jewelry. Also our fashion jewelry markets had some serious problems such as complex distribution structure or lack d technical experts. Based on these results, fashion jewelry marketing strategies would be suggested.

패션 주얼리 브랜드산업(産業)의 현황(現況)과 시사점(時事點)에 관(關)한 연구(硏究)