패러다임 변화와 패션주얼리의 소비자 인식 분석을 통한 활성화 방안

As various cultures and trends are shared with the internet supply, consumers who consider fashion important are having more interests in fashion jewelries and consumption preferences became diverse. Thus, there is a need for consumer awareness investigation. Accordingly, the purpose of this paper is to study consumer awareness of fashion jewelry and to suggest an activation plan. With these study methods, fashion jewelry awareness, material, design, brand, purchasing preference elements were extracted and analyzed through advanced research of theoretical backgrounds and fashion jewelry according to the paradigm shift of fashion jewelry.
As a result, firstly, for awareness of fashion jewelry, most single workers do not know and they prefer silver or gold when it comes to the material. Secondly, their purchases show in order of earings, rings and necklaces, and thirdly, when they purchase fashion jewelries, designs are the most important and even for brands, designs are significant. Fourthly, for designs, they prefer stylish and simple items which go with themselves well and fifthly, 2-3 days once and for online shopping sixthly, they prefer something sensual for trend.
Thus, fashion jewelry activation according to consumer awareness by suggesting database of the consumption patterns and trends, various designs, quality products, various items and multi-functions according to fashion trends through design, material, colors, style, trend, consumer-oriented style as components of fashion jewelry activation plan is expected.