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this media universe has incorporated all the new fronts that have emerged via the
internet and subscription TV. At the present time, the proposals of newly-launched
products are rapidly understood right down to their most subtle details, which are
identified from their concepts, no matter how transgressive they may be. These are,
in the vast majority of cases, accepted and tested by large numbers of consumers.
Even recognizing that fashion lives in a time structure where the future
is getting nearer and nearer, and lasts for a shorter and shorter time, the
communication of these trends aims to identify categories that may use current
productions to create a feeling of transformation, of things that are still to
come. Jewelry, like Costume Jewelry - each has its own endurance period and
motivations - incorporates meanings that relate to behavioral changes and truly
participates in producing innovations in the contemporary fashion environment.
Purchases are based on perceptions of value, rather than price
Studies have indicated that, in 2011, the trend that looks very much like dominating
consumer behavior will be that of valuing the personal feelings that objects acquire
when used by each individual. Efficient communication between the theme of jewelry and
costume jewelry – their shapes, colors and materials – and the universe of consumer
feelings will dictate purchase decisions, more than the objective price of goods.
The value of goods is increasingly understood to take into account a set of features
including design, fashion and emotional factors, instead of just their material costs.
it is no longer a question of “having” or ‘being”:
Nowadays it is a case of “owning”
If, on the one hand, consumers are becoming more and more selective
with respect to the redundancies of products and critical of the consumption
of superfluous items, they are, on the other, sensitive to products that express
values that they consider essential and that provide more individual meanings.
This reflexive attitude at the time of purchase suggests more specific choices,
motivated by subjective reasons. Customization has been seen to represent
much more a change in behavior than just an ephemeral trend. This new
outlook has led to a deeper relationship between people and the objects they
own, an approximation between product design and their users’ lifestyle.
As part of this scenario, consumption is now, more than ever, an identification
function. The antagonism between “having” and “being” seems to have given way
to dialog. “Having” has started to relate directly to “being”, and vice-versa.
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