Study Of Categary Planning And Cases In Jewelry Retail Brand

With the prosperous development of luxury industry,the operation model of jewelry has a significant importance of promoting the whole luxury industry since jewelry is the typical example as luxury.Under the condition of various commodities and consumers' improving demands,how to plan product's category scientifically plays a crucial role in building brand of jewelry enterprise,in relationship between supplier and consumer and in sales volume.Category management without planning won't make the jewelry retail industry fully play its competitive advantage.It has been the key problem for modern jewelry companies to consider,that how to analyze the real demand of consumers based on historical data,and how to arrange product order and display goods reasonably.This paper comes up with the specific operation flow aiming at product category planning for jewelry companies based on analysis combined with three concepts,brand theory,category management theory(including category character theory,product life cycle and popular communication theory)and jewelry retail concept,and also based on data analysis of relative cases.With the real case analysis of SC Jewelry,this paper gives suggestions that how manage merchandise for jewelry companies,raises the question how to apply theory of category management to practical retail terminal and answers this question,meanwhile submits reasonable proposal for luxury industry in the future and category planning for jewelry industry.