"Technology" is the fashionable word of the current society in the whole world, so it is clear that high-tech goods have removed all boundaries between the sexes. It is also quite natural to see young people gathering in branded shops selling equipment at the most inappropriate time of the day. But why was everyone here at the Apple store?
Then it dawned on me. Apple's products have penetrated people's lives. Consumers like this interference of goods. All these people were here to enable Apple to penetrate our lives. Moreover, even though many in this store were limited in funds and bought goods at a low or average price, almost all with excitement purchased prestigious goods worth over $ 1,000!
I almost immediately realized that as a designer and manufacturer of diamond jewelry, I am part of an industry that simply serves the existing tradition of wearing jewelry. This tradition, especially the purchase of precious jewelry, with which I am well acquainted, also quickly loses its significance for modern youth. Can the products of our industry cause such an agiotage among the young? So that they are so eager for goods worth $ 1,000?
The vast majority of us, as participants in the global industry, still have to worry about the price of gold or diamonds. Our products are just a connecting tool, that is, products that hold raw materials together in a form in which we transfer them to consumers. We can not use these materials to create products that penetrate the society, create hype and generate strong desires.
I'm tired of listening to the argument that we can not compete with technology products, because we do not have products that have practical applications in everyday life. To those who say so, I will say, look at the Swiss watch industry. Literally overnight, the watch industry of Switzerland was destroyed by a tsunami that came from Japan in the form of a watch with a quartz movement. Quartz watch mechanisms provided exactly the same accuracy - if not more, as most expensive Swiss mechanical watches at that time, and cost several times cheaper. Many "buried" the Swiss watch industry.
But the Swiss recovered from the blow and took revenge. They did two things: they adopted the technology of quartz watch movements, and they re-created the clock. Devices that just accurately showed the time, they made the personification of personality and style. Swatch has actually turned a Swiss watch out of expensive artifacts into one-time accessories that consumers can buy in large quantities and change them to suit their mood or fit into their clothes.
The most remarkable was the return of Swiss mechanical watches, which were considered obsolete due to the appearance of quartz watch movements. They returned as a strong emotional statement about the desire to stand out from the crowd, and also emphasized the unusual character of their owner's identity, hinting at greater courage and recklessness.
Wrist watches, in general, are currently losing practical significance. Phones, panels in cars and computer screens now show extremely accurate time. Nevertheless, the wristwatch entered the life of people as a certain indicator. Young people now also like certain hours.
The closest thing that the jewelry industry has come up with, creating a product that can enter people's lives, ironically, has been the successful work that it has been doing for many decades, for a comprehensive "umbrella" promotion around the world conducted by the suppliers of raw materials. De Beers diamond company invaded people's lives, telling them that the diamond is in fact a convincing indicator that determines the relationship between a man and a woman. The jewelry industry gladly provided the above-mentioned connecting means - products holding diamonds together, and used a wave of success associated with diamond engagement rings.
Something similar happened in the high-tech industry. For example, several unremarkable computer manufacturers have successfully launched the "Intel Inside" wave - because the manufacturer of these processors contacted directly with the consumer and assured the reliability of their products and the advanced technology applied in them. But people then bought up Apple products, although it used processors made using PowerPC technology, not Intel. They did not need the guarantees of the chip manufacturer. It did not matter to most people when Apple finally switched to Intel processors in 2005.
http://gemkonnect.wordpress.com/2015/09/03/products-that-intervene-in-consumer-lives-what-apple-can-teach-the-jewellery-industry/
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