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http://dx.doi.org/10.5934/kjhe.2015.24.3.423

A study on the status of domestic jewelry market and Revitalization -Focused on Namdaemun market-  

Kim, Min-Ji (Dept. of Craft Arts, Sangji University)
Lee, Yong-Jae (Dept. of Jewley Fashion Design, Hanyang University)
Publication Information
Korean Journal of Human Ecology / v.24, no.3, 2015 , pp. 423-436 More about this Journal
Abstract
Namdaemun Market is located in the heart of history and has the volume and the budget for nearly half of the total Namdaemun. But it has been undergoing the crisis of stagnation without reviving the merit of only the 'jewelry' wholesale industrial cluster in the nation. The purposes of this study were that analyzed the status and design of jewelry in Namdaemun and identified the characteristics of successful domestic jewelery brands and then the revitalized the way of the Namdaemun jewelry industry. Problems being currently facing the Namdaemun jewelry shopping are most likely caused by products' design did not respond to changes quickly, while China's jewelry products are in leaps of the quality and the affordable jewelry market in Korea has lost the large number of the customers by china's cheap jewelry products. The most feature of successful domestic jewelry companies, Red Eye, Naughty Cat and Jackie Moon. put the most effort to unique design development and then constantly develope new designs to meet the diverse needs of consumers. It is a conclusion that the Namdaemun jewelry market need to produced under the name of brand not by the traditional whole sale market style. Development unique jewelry brand requires a high-end commercial strategy of the logo, packaging and interior. The high-end quality require for the advanced designs as well as the study of new materials needed for the advanced materials.
Keywords
Fashion jewelry; Brand; Namdaemun traditional market;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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