La haute joaillerie et internet

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  • Publié le : 9 août 2010
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TABLE OF CONTENTS

Introduction……………………………………………………………………………………...page 3

The evolution of the fine jewelry industry leads to new way to promote and sell jewels page 3

Diamonds on the internet………………………………………………………………………page 4

The luxury brands were waiting for the right format to be present on the Internet………page 5

Jewelers are invading second life …………………………………………………………....page 7Some brands are still reluctant………………………………………………………………..page 8

Fine jewelry: purchase or rent?.......................................................................................page 8

The specific issues of costume jewelry……………………………………………………....page 9

The effect of online sales on the whole industry ……………………………………………page 9

Future trends…………………………………………………………………………………..page 10Conclusion……………………………………………………………………………………..page 10

Bibliography……………………………………………………………………………………page 11

Peer evaluation………………………………………………………………………………..page 12

Class contribution self evaluation and feedback…………………………………………..page 12
Introduction

Today, you can do everything you could do in real life through the Internet: meet people, learn, read the newspaper, attend a meeting, doyour shopping… Everyone has its own website or blog. It seems that every brand has invaded the Internet: they have at least a website, almost every brand also offers to its customers to purchase online. Almost ? In the luxury industry, it has long been an issue whether to be on the Internet or not. Fine jewelers are only present on the Internet for a few years. Why is that?
Most brands are presenton the Internet because it is a way to be close to their customers. Do the jewelry brands want to stand aloof from their current or potential customers? How could they stay away from the Internet for so long? It appears that they first feared that it would depreciate the brand: “everyone is on the Internet but we are not everyone”. They thought Internet was not differentiating enough for them.
Buteven today, after the undeniable success of some brands, some divergent opinions persist in the industry.

The evolution of the fine jewelry industry leads to new ways to promote and sell jewels

In the past, jewelry was known not by the designer, but by the store that sold it.  No one knew, not even realty cared, who the designer was, but they knew and cared if it came from Cartier orTiffany's.
Then in the late seventies came the New Designer Gallery as part of the Jewelers of America show.  Suddenly individual designers came at the front in the jewelry industry.  The famous stores would still remain famous, but now collections from individual designers would become equally famous for the first time.

Now, partly because of those changes of the last few decades, entire businessesare built on the name of a single jewelry designer.  The Internet has made this even easier as a designer can now show and sell his products to the entire world without even opening up one single physical store, much less having to have one on each major market.

Many women today find a piece of unique jewelry by chance at a boutique shop, craft or fashion show and thanks to theInternet, that chance discovery now becomes a lifetime loyalty to a designer, rather than a one-time purchase.

Thanks to the Internet, high fashion jewelry is now affordable and accessible to anyone.  And it's only one click away.

The idea of selling jewelry online always sounded enticing since it involved high-margin goods that could be stored in small warehouses and be shipped moreeasily than most goods, furniture for instance. Shipping costs for online jewelers could be as low as 5 percent of sales, compared with 10 percent on average for Web sites that sell other goods. Even so, a host of failed online jewelers found that no matter how much they spent on marketing, consumers were simply not ready to trust them with a $5,000 sale.
That tide is starting to turn. Analysts...
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