THE ANALYSIS OF TRENDS IN THE MARKET OF JEWELRY PRODUCTS AND THE PROSPECTS OF PRODUCTION OF JEWELRY PRODUCTS TO ORDER AS ONE OF THE DIRECTIONS OF DEVELOPMENT OF JEWELRY INDUSTRY

The paper deals with the analysis of the main trends in the RF market of jewelry, the study of the flow of demand, market segmentation, and consumer preferences. The relevance of the study is in the importance of identifying consumer preferences, which is caused by the necessity of Russian jewelry market to search for the ways of increasing consumer demand for jewelry under the crisis conditions. The originality of the work is in the drawing of attention to the role of a designer in the formation of these preferences. The authors considered the role of a designer in the formation of an attractive image of jewelry products and its impact on the demand, analyzed the prospects of production of jewelry goods to order. The aim of the study is the search for the ways of development of the domestic jewelry industry and the increase of the demand for jewelry taking into account the existing trends in the jewelry market. In the result of the analysis of the studies presented in the open sources, the authors identified the main problems of the jewelry industry in terms of meeting consumer demand. Both the decrease in purchasing power and the reduction of interest in jewelry products, as it is, negatively impact the jewelry market of Russia. The decrease in the demand becomes more intense due to the failure of the Russian jewelry industry to supply the market with the competitive products meeting the esthetic demand of potential customers. The results of the study show that the design becomes a more and more significant factor when choosing jewelry products in all price segments, and the production of jewelry goods to order is more and more popular for various reasons, including the demand for modern design and goods ascertainment.

jewelry industry, production of jewelry goods to order, jewelry design, Russian jewelry market