Основан в 1907 году
в России и за рубежом
The main principle of the concept of a functional and decorative zoning is the consistent segmentation of the store's space into parts for specific uses and accordingly, parts with specific design. These parts are either meant to be functional (which means that they provide a comfortable surrounding for the customers and the personnel of the store) or are related to the products (that are placed in a way that is most profitable for the store). Construction, design and equipment of the store's space for products depend on many factors. A decisive influence is the product range policy of the company, because when stores are planned it has to be very clear which kinds of products are to be sold, in which way different products are grouped together and in which way to present the whole range of products to attract the customers to the store and thus to meet the sales figures that were planned.
The following research was done to study the typical product range of a jewellery store that is mainly focussing on the costumers of the mass-market. The structure of the product range of 12 big and medium-sized companies that sell jewellery products on the Russian market was analysed. Furthermore a poll among specialists of the jewellery business was done. In September and October 2015 online interviews were conducted to get to know the opinion of potential customers as to their preferences. Moreover information was collected from open sources. The result of this research is an overview of the customers' preferences and an assessment of the attractiveness of different types of jewellery products for the customer. Additionally, as a recommendation for planning and organising a jewellery store's space, classifying characteristics are given to assess which demands are basic, important and most important.