Wearing apparel and accessories: Personal accessorie...

 

To fuel growth in a mature market post 2000, we launched a new product wrapped in a concept that radiated significance for all couples: Three Diamonds for your Past, Present and Future. The PPF campai ...

The Diamond Trading Company faced a particularly tough 2005 Christmas season. Christmas diamond sales had declined the previous two years, the media budget was dramatically down, and men were distract ...

Rolex, the Geneva-based maker of ultra-high-quality and high-priced timepieces, had at one time or another sponsored the Wimbledon tennis tournament as well as the PGA and LPGA golf circuits, and its ...

The Diamond Trading Company (DTC), the London-based marketing subsidiary of the international diamond company De Beers SA, had earned a reputation for its success at creating buzz for diamond jewelry ...

A. Lange & Söhne, a small, exclusive German manufacturer of the finest luxury mechanical watches, wanted to raise international brand awareness by introducing a new milestone product, the Lange 1 Time ...

The diamond industry is in a crisis, billions of pounds in debt and with both prices and demand largely static. Despite the best efforts of industry giant De Beers to reverse this trend, this article ...

Established in La Chaux-de-Fonds, Switzerland in 1895 by Moise Dreyfuss, Rotary Watches is a fourth generation, family run company offering contemporary classic dress watches in the mid-market price b ...

The jewelry and silverware industry is a prime consumer of precious stones, synthetic stones, and metals, making such goods as rings, necklaces, and earrings, as well as all types of eating utensils m ...

The global watch and clock industry comprises the manufacture of clocks, watches, watchcases, and clock and watch parts. This paper provides a snapshot summary of the global industry, with additional ...

This segment of the broader global leather industry produces various forms of leather apparel, including gloves, jackets, vests, and hats, and miscellaneous accessories such as belts, purses, and bags ...

This paper covers establishments primarily engaged in the retail sale of luggage, trunks, and leather goods. The paper provides a snapshot summary of the industry in the US, with additional sections o ...

This paper covers establishments primarily engaged in the retail sale of women's clothing accessories and specialties, such as millinery, blouses, foundation garments, lingerie, hosiery, costume j ...

This paper covers establishments primarily engaged in manufacturing jewelry and other articles worn on or carried about the person, made of precious metals such as platinum, gold, and silver (includin ...

This paper covers establishments primarily engaged in manufacturing clocks, watches, watchcases, mechanisms for clockwork operated devices, and clock and watch parts. This industry includes establishm ...

Describes how research helped Platinum Guild International (PGI) to develop the marketing of platinum jewellery as a brand. Research was in three phases: positioning, brand identity formation, and adv ...

Departing from their traditional, generic 'diamonds=love' messaging, the DTC's Spotlight On Love campaign communicated specific product and occasion stories for the first time, creating beacons of emo ...

Rings were lagging behind the total diamond jewelry market-a dangerous decline since they represent over half the category value. The Raise Your Right Hand campaign launched a completely new product i ...

Few watch brands communicate anything unique. Few brands are emotionally differentiated from the competition.

This 1998 case study shows how Carrick Jewellery, a small manufacturer in Glasgow specialising in Celtic designs, used the introduction of new designs based on the work of Charles Rennie Mackintosh in ...

De Beers make more money selling larger diamonds, so were persuaded to encourage consumers to trade up to larger stones. The 1995 campaign focused on the Solitaire, a piece with a single diamond, and ...

Bartle Bogle Hegarty worked with Alfred Dunhill to shed some daylight upon the mystique of luxury goods. Recognising the power of luxury products as brand communicators and the role that assumptive, i ...

In a recession, diamonds are not forever. During the early 1990s, sales slumped and diamond sellers were increasingly competing against a range of alternative luxury expenditure. With limited funds, D ...

Successfully penetrating the minefield of international TV advertising for a unique product whose finished form, price and distribution system the client has no control over whatsoever was the challen ...

Previous research suggests that the self image/product image congruity (commonly known as self-image congruence) can affect product preference and purchase intentions. Using the UK precious jewel mark ...