Swarovski Branding Strategies & Products

SWAROVSKI. bulls eyeing for luxury goods Group G. Members Truong Anh Bao Nguyen Yunkyung Choo Lilit Nagapetyan CONTENT 1 level 2 Concept 3 Brand dodging 4 grocery storeplaceing Mix 5 Positioning 6 Services 7 physical object Consumer 8 CBBE Pyramid 9 SWOT analysis 10 Competitors 11 Recommendation 12 References 1. HISTORY 1882 Daniel Swarovski (1862-1956) invents a revolutionary machine that every(prenominal)ows quartz glasss to be cut more precisely than with existing manual methods. 1895 Daniel Swarovski founds the company in Wattens, Tyrol, with the vision of bringing joy to mess through watch lechatelieritelization.His guiding article of faith is still followed by the company right away To constantly improve what is good. 1949 SWAROVSKI OPTIK is founded, and goes on to become a leading manufacturer of preciseness optical instruments for pursuit and nature observation (binoculars, telescopes, rifle scopes, range finders, and night vision and optronic devices). 1956 The graduation Swarovski crystals for pendents and discharge are launched, and in 1977 are registered under the STRASS Swarovski crystallizing name.Today they put classical chandeliers, suche as those in the rook of Versailles and the Metropolitan Opera, naked as a jaybird York, as well as more modern lights. Swarovski starts to manufacture precision-cut gemstones. 2002 Swarovski nonpluss Crystal stuff countless tiny crystals create a delicate shimmer everyplace a variety of materials. 2003 In conjuction with leading path and jewelry designers, cartroad Rocks is founded a collection of unique jewelry pieces featuring crystal for the catwalk, picturecasing design and basis 2009 At the Baselword watch and jewerly exhibition, Swarovski launches its first watch collection. . CONCEPT More than a century ago, Daniel Swarovski, its founder, once s tending A diamond of everyone that sparkles everyones lives, Swarovski today has been flourishing for the best to serve its gu ests, being one of the finest crystal producers in todays global labor. Mission Through the mastery of the poetry of precision we continue to be market leader, driving force and reliable collaborator within our industry to meet peoples desire for adornment and witch since 1895 as * manufacturer, marketer, and retailer of premium jewelry and customer intersections ranging from decorative objects to lighting and accessories. manufacturer and marketer of premium jewelry stones for customers. * Swarovski provides superior quality products and function and anticipate, fulfill and exceed consumers desires and customers needs. * Swarovski offers our colleagues and teams fulfilling challenges that inspire them to be innovative and creative. 3. BRAND scheme Not so long ago Swarovski was not very illustrious and didnt allow any injurying strategies. For a long time Swarovski didnt tell on its product. And back past it wasnt really about branding as it is nowadays.We had to develop a hard-core communications outline a PR strategy which we pitched to the editors and designers. said Nadja Swarovski, Swarovksi Vice president of International Communications. Today, Swarovski is almost ubiquitous everywhere from devise awards, catwalk shows, film premieres its crystals are used by mould designers from the edgiest Central Saint Martins graduate to the hallowed ateliers of Armani, Dior and Chanel. This is where the real success of Swarovski lies by aligning the company with the most avant-garde young fashion talent.When the hottest British designers of the time, Alexander McQueen, Philip Treacy and Julien Macdonald used Swarovski crystal mesh a fine fishing net gauze studded with tiny crystals in his catwalk show, it immediately changed peoples perception of the brand. The McQueen show provided a visual that was very different to the standard idea people had of us, Nadja says. The company then began to re-establish the companys links with the fashion world, sponsoring younger designers who are in need of capital to make their label take off.Nearly ten days later this winning formula is still producing results. Designers, no matter how uptight or cool, all seem to want to use Swarovski crystals and accept sponsorship. If youre a young designer starting a collection, its great to have crystal in there because it makes it more haute couture, Nadja says. It adds elegance, a seriousness, credibility. In fashion, if you have something to prove, then couture, or at least craftsmanship, is the right track. Not only rapt the fashion world, Swarovski also moved on to the film industry.Some of Swarovskis most high-profile projects have been Moulin Rouge, where the sets and costumes groaned under the weight of Swarovski crystals, Titanic and the recent Bond films. During Oscar season Nadja sets up c amp in Los Angeles, and stylists can browse the Swarovski jewellery, shoes and hand lulus with a come across to dressing their clients on the red carpet. These days Swarovski crystals adorn everything from iPods and mobile phones to female horse Sharapovas new Nike tennis dress. They even c everyplaceed, whisper it, Jordans wedding dress. 4.Marketing Mix point of intersections The Swarovski Crystal range includes crystal glass sculptures and miniatures, jewelry and couture, home decor, and chandeliers. Theyre best cognise for imitating colored germs All sculptures are marked with a logotype. The original Swarovski logo was an edelweiss flower, which was finally replaced with the current swan logo in 1988 supplementary companies Swarovski Fashion accessories and crystal-based ornaments. Daniel Swarovski Jewelry, handbags, accessories and interior design objects. Swarovski Optik Optics.Atelier Swarovski Fashion and jewellery designers. Swarovski Crystal Palace Avant-garde lighting and design (chandeliers etc. ). Swarovski Elements Crystal designs. Swarovski Gemstone agate line Gemstone designs. Swarovski Lighting Swarovs ki finished lighting products and solutions with crystal for architecture. Tyrolit A bonded rubbing and dressing tools company. Swareflex A road safety products specialist. Schonbek A crystal chandelier manufacturer. Touchstone Crystal Swarovskis direct sales company for ready-made jewelry PlaceAll boutiques are beautifully set up and conveniently located in the fashion mall/heart of big 19 metropolitan cities from Dubai, Madrid, Hongkong to New York City over 20 countries in North America, Europe, Asia and Australia. Also online website is purchasable with convenient shipping work Price 100$ to $42,800/item promotional material Promotion is via press, social network (Twitter, Facebook, Youtube) as well as via tralatitious and on-going sponsorship for young talented artists/ designers to use Swarovski crystals in any kinds of their designs in fashion show, film awards, etc.Therefore, the best season to promote Swarovski crystals is during the fashion week (twice a year- January to March and from September to October) and movie/film award ceremonies seasons (October to February) 5. Positioning Swarovski is spatial relation itself as a luxury fashion by creating a customer experience to let people know Swarovskis brand determine of innovation and modernity. They would like to position themselves as creating premium, high-quality products for the consumers. They are trying to be a market leader in the luxury jewelry industry by innovating continuously.Recently, Swarovski hired Yellowdoor as retained agency, which will focus on positioning as an affordable luxury brand. * Luxury fashion brand * Market leader in the luxurious crystal industry * Multi-faceted business organization * Affordable luxury brand 6. Service * Collection of rings, pins, earrings, pendants, necklaces, hair jewels, manacle links, charms, brooches, bracelets, bangles and gifts. * Large variety of color options * Vast selection of gifts available for few than $100 * Magazine and conc lave for Swarovski enthusiasts. * Free shipping standard on orders more than $95 * Customized gift messages Free gift wrapping and bag * Scheduled delivery * Right to return (2 week return policy) * Product warranty * After sales services 7. Target Customer Swarovskis lay customer is every female from 17 to 71 in legal injury either of buying or gift receiving because they offer diverse products to such a broad range of people. Even though each group (tweens, generations X,Y and Baby Boomers) has its own needs and values, Swarovski meets most of them. Swarovski Jewellery bases most of its market on women of age 25 and above by creating bridal, business, classical and in advance(p) collections.It also include men accessories such as bracelets and watches, and of course kids over 6 years old. Also, one of the biggest Swarovskis market target today is fashion industry. Swarovski crystals are attach to everything from Victorias Secret bra sets and Kawasaki motorcycles, to the clothi ng collections of such as Dolce Gabbanna and avant-garde vintage revisionists Imitation of Christ. 1) Women collection of * Sophisticated * personal line of credit * Classical * Bridal collections 2) Men MENs collection * sound * Bracelets * Necklaces 3) Kids * Disney collection Hello Kitty collection 4) Other Industries Swarovski crystals are affixed to everything. * Victorias Secret bra sets * Kawasaki motorcycles * Clothing collections * DJ Headphones 8. CBBE Pyramid Resonance higher(prenominal) LOYALTY Brand resonance is high due to active devotion of customers Consumer Judgments GLOBAL BRAND WITH RICH HERITAGE Perfect and innovative crystal products High quality production Consumer Feeling PRESTIGIOUS ELEGANCE Prestigious, elegant, fragile, dedicated, undated Humble and sophisticated Feels like a fairy Brand action EXCELLENT SERVICESExtremely durable, serviceable Offers timeless, high quality crystal products Innovative product lines Optik gears, etc. Brand Imagery GLAMO ROUS Glamorous luxurious crystal products Women/young ladies with high income, high taste of elegant sophisticated jewelries Brand Salience HIGH DEPTH & BREADTH Extremely high recognition on the crystal market Most known for its crystal jewelries product line If its crystal, its nothing else but Swarovski 9. SWOT digest Strengths Strong brand identity and high company reputation introduction widely recognized market leaderCheap materials, high added value products Craftsmanship (durable quality) Online neckcloth New techniques Perfection High quality After sales services Weaknesses Expensive production in Austria Repetitive design Opportunities Diversity of customers of all ages New markets in Latin America uphill markets in Asia respective(a) product lines through collaboration Unlimited design according to crystal cutting Threats Cheaper competitors Imitators/substitutes Relies on disposable income of consumers Slowdown in market ontogeny Cheaper artificial crystal 0. Com petitors Price Cartier Swarovski Pandora Preciosa Reputation in jewelry market Cartier Swarovski Pandora Preciosa Variety of jewelry products Pandora Swarovski Cartier Preciosa Quality of crystal Swarovski Cartier Preciosa Pandora 11. Recommendation Product Strategy Swarovski should expand its business in the jewelry market, having more product lines as well as jewelry designs since its already has a reputation in the crystal industry pull up their product lines (perfumes, watches, Home electronics , etc. Extend their jewelries products (leather bracelet, wedding ring, etc. ) Focus on jewelry customization Place sanction stores in Latin America and expand business in emerging markets Pricing No changes Promotion No changes 12. REFERENCE http//www. swarovski. com/ http//www. brand. swarovski. com/Content. Node/home. fr. hypertext markup language/en/aboutus/ourevolution http//www. brand. swarovski. com/Content. Node/home. fr. hypertext markup language/en/aboutus/spirit h ttp//swarovskijewrley. blogspot. fr/2010/09/week-4-marketing-environment. html http//online-jewelry-review. optenreviews. com/swarovski-review. html http//www. brandchannel. com/ http//www. prweek. com/uk/news/890882/Swarovski-hires-Yellowdoor/? DCMP=ILC-SEARCH http//fashion. telegraph. co. uk/news-features/TMG3361538/Swarovski-the-glitz-spirit. html http//www. crystalfanaticsclub. com/about_swarovski. php http//globalfashionanalytics. com/ritejl/brending/157-marketingovaja-strategija-v-ljuksovom-segmente. htm http//news. naver. com/main/read. nhn? mode=LSD&mid=sec&sid1=101&oid=001&aid=0005922714