As everyone knows, fast fashion has already became a trend in many industries. Some brands like Zara、H&M are in the top of the pyramid. In jewellery industry, BaubleBar, an American company, makes up the gap of high-end jewellry and cheap ornaments’ market. The article will talk about why BaubleBar can be succeeded by good at data processing and analysis.
First of all, BaubleBar research and develop a tool which can record the data of what consumers skim through by themselves. The next step is according to the position, age group, preference to reckon which products can arouse customers’ sympathy. By using the primary data, which is information collected for the specific purpose at hand, the nucleus competitiveness of BaubleBar is be faster and more intelligent. (Armstrong & Kotler, 2015)
Secondly, BaubleBar always discusses the vigorous products which appeared in recent years duplicately. Also, it passes judgement epidemic situation on T-show and fashion magazine. In 2014, BaubleBar has co-sponsor with MisFit to release intelligent ornaments. This behaviour solved the bug which is intelligent Bracelet always has a bad looking.
Comparing to general jewellry, BaubleBar has a very cheap price.Most consumers can afford it. At the same time, it enters into cooperation with many famous jewellry designers. Therefore the quality and looking will get the assurance. For instance, BaubleBar always release new products which are signed jointly with stars. The famous series is the sign jointly with OliviaPalermo 2013. Also BaubleBar’s spokesman is Hollywood star, Emma Roberts and Canadian star Shay Mitchell.
Now, BaubleBar has already dominated the fast fashion of jewellery, not only they choose a good way to promotion, but also it has salutary products, which have low immediate
appeal but may benefit consumers in long run. (Armstrong & Kotler, 2015)
References
Armstrong, G., & Kotler, P. (2015). Marketing: products, services, and brands (12th ed.) England: Pearson Education
BaubleBar. (2010). Retrieved from https://www.baublebar.com
Crunchbase. (2016). Retrieved from http://www.businessinsider.com/category/baublebar
Schlossberg, M. (2015). How a jewelry start-up tripled orders in fewer than 5 years. Retrieved from http://www.businessinsider.com/category/baublebar
