Aikaterini Despoina Mavromoustakaki
ii Creative, entrepreneurial, and branding strategy for a novel jewellery line Aikaterini Despoina Mavromoustakaki INTERNATIONAL HELLENIC UNIVERSITY SCHOOL OF ECONOMICS, BUSINESS ADMINISTRATION & LEGAL STUDIES A thesis submitted for the degree of Master of Science (MSc) in Strategic Product Design March 2018 Thessaloniki – Greece iii iv Student Name: Aikaterini Despoina Mavromoustakaki SID: 1106160018 Supervisor: Prof. Ioanna Symeonidou This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University. I hereby declare that the work submitted is mine and that where I have made use of another’s work, I have attributed the sources according to the Regulations set in the Student’s Handbook. March 2018, Aikaterini Despoina Mavromoustakaki, Cover Design, by Aikaterini Despoina Mavromoustakaki No part of this dissertation may be copied, reproduced or transmitted without the author's prior permission. March 2018 Thessaloniki – Greece v vi Abstract Jewellery is considered to be the epitome of beauty and luster. Thousands of years ago, man was creating unique jewel pieces, on the basis of ornamentation of the body, demonstration of social status and expression of socio-economic and cultural aspects of their life. Forms depicting nature, scarce or everyday materials, processing methods and fabrication techniques of the past, are still in practice today, and if combined with contemporary jewellery practices, the results present opportunities for design innovation. Technology-enhanced jewellery is entering the market, gaining market share and positioning themselves next to widely-known branded enterprises. The Millennials seem to respond positively to this technological call, showing interest towards augmented jewellery pieces that offer enhanced features when compared to mere adornments.
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