Retailing Advertising Analysis - Essay Example

The strong emergence of online communication among people in various regions of the world has made possible, the delivery of services and products using the online platform as a communication, as well as a delivery media. This very factor has contributed in a great way to the emergence of online retailing where retailers and wholesalers can provide bulk delivery of products or individual delivery of products to clients or individual customers, who are located in different parts of the world. The virtual world of internet has literally played a major role in removing the geographical barriers existing in the physical world, and has helped in the value communication, value distribution as well as value delivery of the retail products by catering to the global audience.

The emergence of online retailing has led to the development of new retailing formats like consumer to consumer format which has been made popular by online retailing sites like eBay, dealdump, dealplus, etc. In this case, the product that is being advertised is handcrafted jewellery items, which are designed and developed in India and is marketed by Indian fashions through their retail website www.indianfashionstore.in (Indian Jewellery, 2009). The handcrafted Indian jewellery mostly has the ethnic as well as traditional Indian themes and is catered mostly to the consumers living in UK.

The target market for the products is mostly the female consumers of UK who are essentially falling in the age group of 18 - 36 years. The online retail website www.indianfashionstore.in acts as a window for displaying the multiple ranges of jewellery items online to customers around the globe. The political analysis of the market reveals that there are certain checkpoints in regards to dealing in jewellery business. The jewellery that is supposed to be imported in the UK market needs to be tested by the law and also has to have the label of hallmark in regards to its authenticity.

Apart from that, import duty is also applicable for jewellery that is being imported in the UK market from Asia Pacific regions like India (Harris, 2011, p. 5) The economic analysis of the market reveals that the consumers are increasingly trying to squeeze their spending as the UK market continues to suffer from the pangs of the economic crisis rolled out by the Euro zone. However, the consumers insists in buying jewellery that is trendy and is bold in making the fashion statement for them, even in the troubled economic times.

The social demand for the jewellery market in the UK region reveals that the modern woman who has the purchasing power parity are treating themselves to buying more jewellery for their personal use. Also, the trend of buying jewellery by men for the purpose of gifting to their significant partners is picking up in the UK market as well. Apart from these two segments, a large section of UK consumers are also highly interested in purchasing jewellery which are affordable as per their budget and are highly trendy at the same time (Harris, 2011, p. 9). So, it is quite evident that the advertising of the India made jewellery products should highlight the hallmark issues while displaying their product to the intended target audience.

Also the advertising needs to highlight the latest jewellery trends on the boundaries of