THE CONCENTRIC BRANDING FRAMEWORK
MFA Final Thesis
Fall 2022
Smart jewelry, as a blend of jewelry and technology, is expected to burgeon like those two industries. However, there is no evidence to see the success of the smart jewelry industry. Unlike luxury jewelry which usually has a robust bond with the wearer owing to its ability to provide aesthetic, symbolic, ephemeral, and even investment values, smart jewelry, in general, is worn as a wearable device. Yet, it is also challenging for smart jewelry to compete with other wearable devices. This thesis aims to help smart jewelry brands optimize their business. The study includes three parts. I first discovered the disparity between luxury and smart jewelry by analyzing the luxury jewelry, wearable technology, and smart jewelry industries. Through intensive primary research, including interviews and a survey, I then identified consumers’ perceptions and preferences related to luxury jewelry, wearable technology, and smart jewelry. Based on the analyses, I developed the Concentric Branding Framework for brands to improve business. Additionally, a case study was included in the thesis to demonstrate how the framework works.
SMART JEWELRY: THE NEW CHAPTER OF THE JEWELRY INDUSTRY
