Has costume jewellery really made a comeback in the French industry or is it just a fad?
Chevrel, Chloé (2018)
Metropolia Ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi:amk-2018061013352
http://urn.fi/URN:NBN:fi:amk-2018061013352
Tiivistelmä
This dissertation aims to determine if costume jewellery in France is a long-lasting trend or if it is only a fad that will disappear in a few years. In order to find an answer, it is necessary to look at the consumer behaviour of French people towards costume jewellery and the marketing strategies in that sector as well as its evolution.
Concerning the theory, the author will go over the principles of marketing and talk about two opposite views of two authors: Georg Simmel and Rebecca Ross Russel. She will also go through the limits that costume jewellery can face in terms of sustainability related to the fast fashion trends.
In order to answer the question that the author asked herself, she gathered data mainly thanks to a survey and an interview of a company working in that industry. She also conducted a case study about a brand of costume jewellery and the brand of a stylist who is launching a collection of costume jewels. After analysing the results and the findings, the findings shows that costume jewellery has managed to be popular thanks to its ability to adapt to the changes of the environment. This has attracted consumers, which have a buying behaviour that seems encouraging for the industry. The results suggest that costume jewellery is not a fad, but that it will last for a long period if it continues to adapt to the evolutions.
Concerning the theory, the author will go over the principles of marketing and talk about two opposite views of two authors: Georg Simmel and Rebecca Ross Russel. She will also go through the limits that costume jewellery can face in terms of sustainability related to the fast fashion trends.
In order to answer the question that the author asked herself, she gathered data mainly thanks to a survey and an interview of a company working in that industry. She also conducted a case study about a brand of costume jewellery and the brand of a stylist who is launching a collection of costume jewels. After analysing the results and the findings, the findings shows that costume jewellery has managed to be popular thanks to its ability to adapt to the changes of the environment. This has attracted consumers, which have a buying behaviour that seems encouraging for the industry. The results suggest that costume jewellery is not a fad, but that it will last for a long period if it continues to adapt to the evolutions.