BVLGARI, the world’s top jewelry brand from Italy, reflects strong classical style of Greece and Italy, with particular emphasis on the importance of colored gemstones in jewelry. BLVGARI considers that “color” is the essence of its design, which is an idea that can be traced back to the literary renaissance, when the jewelry stresses “free use of color, bold use of color”. BVLGARI, emphasizing on innovation, is the first jewelry brand that uses platinum to make jewelry base instead of gold.
Focus on BVLGARI and its Path in China
In fact the BVLGARI jewelry as well as accessories has long been preferred by many celebrities in the world’s major awards ceremonies. BVLGARI is a collection of modern and classical qualities, both classical elegance and modern innovation. At the end of 2003, BVLGARI entered China. At the time, how to pass the cultural connotation of the brand to Chinese consumers is of great significance. In the spring of 2006, BVLGARI opened new stores in Guangzhou. This is for the first time BVLGARI entered the Guangzhou market, at the same time, the new store also became BVLGARI’s largest flagship store in China, allowing southern China’s high-end consumer to enjoy the charm of the top brand BVLGARI. Recent China Focus Groups have also considered the strategy of incorporating mainland china stores into a global sales system of BVLGARI to be judicious.
BVLGARI’s Main Competitors in China: Vhernier, Mikimoto, Chanel Fine Jewelry
BVLGARI faces biggest challenge directly from other famous luxury brands inItaly, especially from Vhernier, Chimento and Pomellato, those who are also popular jewelry brands inItaly. Under the recent wave of Italian luxury brands flowing into Chinese market, these three main competitors are still the most important rivals of Vhernier.
Founded in 1984, Vhernier seeks to provide stylish and handmade jewelry made of gold, diamonds and ebony. The main collections include heavy cocktail ring, geometry bracelets and pendants with main color to be deep purple and rose-colored, full of royal style.
Today, Mikimoto is the foremost producer of the finest quality cultured pearls and a world leader in the design of exceptional jewelry. The Mikimoto name is synonymous with superior quality at every stage, from the selection of finest materials to expert workmanship to our customer service commitment. Mikimoto is now a very popular and well-known luxury brand inChina.
Chanel Fine Jewelry creations are inspired by the daring expressed in Mademoiselle Chanel’s first jewelry collection in 1932, as well as the strong themes that symbolize the brand’s identity. Between 1988 and 2007, Lorenz Baumer designed collections of High Jewelry and Fine Jewelry for Chanel. Since then, the Mainson has developed its own Studio of Creation. From the first sketches inspired by the world of Gabrielle Chanel, to the detailed artistic rendering of a jewelry piece destined for the workshops. As its other products, Chanel Fine Jewelry leads its way in the Chinese market.
Edited by Amy Wang from Daxue consulting China.
Picture source: BVLGARI
