A Comparison Between Two European Design Models in the Jewelry Business

Résumé du livre

The paper illustrates a model to manage design, adopting an overall perspective. This model includes three main fields of action: product design, retail design and visual identity design. The paper proposes a classification of companies adopting design as a leverage for differentiation: design-oriented companies and design-based companies. These companies have a different approach to consider and manage design. Such a model is applied to a specific industry where symbolic aspects are extremely important: the jewellery industry. Two cases are compared in the industry (Tous and DoDo Pomellato), located in two European Countries (respectively, Spain and Italy).