명품 주얼리 브랜드 컬렉션의 디자인 특성 비교 분석

초록

The purpose of this study is to examine luxury jewelry market trend according to the consumption pattern of MZ generation by comparing and analyzing two brand's formative characteristic. design is a medium that conveys brand-specific identity and value, and studies of the design characteristics of representative luxury jewelry brands can be used as a basic data to identify recent jewerly market trends. The reserch method is literature research and case studies to analyze the characteristics of Tiffany & Co. and Cartier's design and types of luxury jewelry brand. The research scope is Tiffany & Co. and Cartier, which are highly regarded in the ranking of brand value indicators, and analyze the high jewelry and jewelry collections from 2015 to 2020, to examine and compare design characteristics. The results of the study on the characteristics are as follows. First, Tiffany & Co. and Cartier's high jewelry collection commonly influenced by Romanticism, developed through Art Nouveau and Art Deco, and the jewelry collection featured modernism and minimalist designs, respectively. Second, In high jewelry, Tiffany & Co. observed the formative characteristics of frontal composition using precious stone. Cartier has cubic composition of geometric and regular arrangement using exotic-colored fine stones. Thirdly, In jewelry collection, both brands revealed a Unisex design that emphasized simplicity and lowered material costs for popularity and commerciality.

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