Free Research Paper On Bvlgari: Exotic Appeal

Visiting a Bvlgari store is like no other: the store itself is designed to be extremely clean and modern, which makes the jewelry easy to browse through. Chandeliers hang from the ceiling, modern tiles adorn the floor and benches for customers are made of leather, giving a luxury appearance that is apparent from first glance. The jewelry brand is obviously catering to a very affluent, exclusive crowd, since the design of the store is made to give off a VIP vibe. The jewelry of the brand actually is not sold at high-end department stores like Macy’s or Saks Fifth Avenue, and this emphasizes the exclusivity of its customer base. But aside from making customers feel like they are looking at something special, Bvlgari uses exotic appeal in order to make customers believe they are buying something trendy and envy-worthy.
Bvlgari uses its external merchandise displays in order to display their most recent collections, which are currently Imperial Colors and Italian Gardens, as well as their latest bridal pieces. Their bridal pieces seem to be a long-term merchandise sales pitch, as it is something that is always displayed along with their recent collections. These two new collections are based on the exotic appeal of faraway Italian culture, which includes inspiration from lush castle gardens and bright jewels that they advertise as ones that the ancient Romans were fond of. This makes sense considering that Bvlgari is an Italian brand. What is most apparent in both of their collections is the fact that they are using pink gold to hold the jewels together in most of the pieces. It refers to spring trends of bright colors, and the pink gold gives off a more exotic, unique appeal than what traditional gold would be used for. The jewels used for their Italian Gardens collection are rubies, sapphires and emeralds, which is part of their luxurious design. The necklace designs are also lavish and complicated, like a garden maze. The Imperial Colors collection uses different stones, such as pearls, malachite and jade, giving each stone a symbol according to what they say is Roman tradition. This would cater to an individual person, who can pick a stone based on his or her personal values. These are not precious stones, but each are garnished with small diamonds in order to make them so. As usual, the bridal pieces are designed with white gold to go with the diamonds.
All jewelry is presented behind clean glass, and this is something to be aware of within their internal merchandise display: everything looks clean and tidy, which puts the focus on the jewelry. Employees wear professional black clothing, which not only emphasizes professionalism and service, but the black does not take attention away from the jewelry. It also gives a contrast to make them stand out from the gold walls, ceiling and floor of the store. Gold is certainly a color of luxury, which also adds into the exclusivity of the brand.
It is quite clear that the Bvlgari brand is catering to people who appreciate foreign cultural aesthetics and want something unique. This would be reflective of recent trends on everything retail that is trying to sell individuality. Using Italian exotic appeal, Bvlgari is trying to tell its customers that they are unique and cultured, and this would essentially be the push to convince them to buy their jewelry.