Swarovski Branding Strategies & Products

SWAROVSKI. noticeing for luxury goods Group G. Members Truong Anh Bao Nguyen Yunkyung Choo Lilit Nagapetyan CONTENT 1 History 2 Concept 3 Brand out define 4 Marketing Mix 5 placement 6 Services 7 taper 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 allows crystals to be cut more precisely than with existing manual methods. 1895 Daniel Swarovski founds the comp whatever in Wattens, Tyrol, with the vision of bringing joy to stack through crystal.His guiding principle is still followed by the company today To constantly improve what is good. 1949 SWAROVSKI OPTIK is founded, and goes on to nonplus a hint manufacturer of precision optical instruments for hunting and nature observation (binoculars, telescopes, rifle scopes, range finders, and night vision and optronic devices). 1956 The first Swarovski crystals for chandeliers and lighting atomic number 18 la unched, and in 1977 are registered under the STRASS Swarovski quartz name.Today they empower classical chandeliers, suche as those in the Palace of Versailles and the Metropolitan Opera, New York, as well as more modern lights. Swarovski starts to manufacture precision-cut gemstones. 2002 Swarovski develops Crystal Fabric countless tiny crystals create a delicate shimmer over a variety of materials. 2003 In conjuction with leading fashion and jewelry sources, Runway Rocks is founded a collection of unique jewelry pieces featuring crystal for the catwalk, showcasing end and innovation 2009 At the Baselword watch and jewerly exhibition, Swarovski launches its first watch collection. . theory More than a century ago, Daniel Swarovski, its founder, once said A diamond of everyone that sparkles everyones lives, Swarovski today has been thriving for the trump out to serve its customers, being one of the delightfulst crystal producers in todays global industry. Mission Through the mastery of the poetry of precision we continue to be grocery place attractor, driving force and reliable cooperator within our industry to meet peoples desire for adornment and delight since 1895 as * manufacturer, marketer, and retailer of premium jewelry and customer products ranging from decorative objects to lighting and accessories. manufacturer and marketer of premium jewelry stones for customers. * Swarovski provides advanced quality products and services 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 STRATEGY Not so long ago Swarovski was not very famous and didnt have any branding strategies. For a long time Swarovski didnt brand its product. And back then it wasnt very about branding as it is nowadays.We had to develop a hard-core communications strategy a PR strategy which we pitched to the editors and designers. said Nadja Swarovski, Swarovksi Vice president of International Communications. Today, Swarovski is almost omnipresent everywhere from fashion awards, catwalk shows, film premieres its crystals are used by fashion designers from the edgiest Central Saint Martins graduate to the hallowed ateliers of Armani, Dior and Chanel. This is where the true success of Swarovski lies by aligning the company with the most vanguard young fashion talent.When the hottest British designers of the time, Alexander McQueen, Philip Treacy and Julien Macdonald used Swarovski crystal mesh a fine fishnet 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 years subsequently this winning formula is still producing results. Designers, no matter how edgy 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 enraptured 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 new Bond films. During Oscar season Nadja sets up camp in Los Angeles, and stylists can browse the Swarovski jewellery, shoes and handbags with a view to dressing their clients on the red carpet. These days Swarovski crystals adorn everything from iPods and mobile phones to Maria Sharapovas ne w Nike tennis dress. They even covered, whisper it, Jordans wedding ceremony dress. 4.Marketing Mix Products The Swarovski Crystal range includes crystal glass sculptures and miniatures, jewelry and couture, home decor, and chandeliers. Theyre best known for imitating colorationed germs All sculptures are marked with a logo. The original Swarovski logo was an edelweiss flower, which was finally replaced with the current swan logo in 1988 ancillary 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 muffin Business Gemstone designs. Swarovski Lighting Swarovski finished lighting products and solutions with crystal for architecture. Tyrolit A bonded grinding 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/ sum of money 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 available with convenient shipping services expense 100$ to $42,800/item Promotion Promotion is via press, social network (Twitter, Facebook, Youtube) as well as via traditional 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 positionin g itself as a luxury fashion by creating a customer experience to let people know Swarovskis brand set 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 * Affordable luxury brand 6. Service * Collection of rings, pins, earrings, pendants, necklaces, hair jewels, cuff links, charms, brooches, bracelets, bangles and gifts. * Large variety of color options * Vast selection of gifts available for fewer than $100 * Magazine and group for Swarovski enthusiasts. * needy shipping standard on orders more than $95 * Customized gift messages Free gift wrapping and bag * Scheduled delivery * Right to retur n (2 week return policy) * Product warranty * After sales services 7. Target Customer Swarovskis target customer is every female from 17 to 71 in terms either of buying or gift receiving because they offer various(a) 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 sophisticated 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 affixed to everything from Victorias Secret bra sets and Kawasaki motorcycles, to the clothing collections of such as Dolce Gabbanna and avant-garde vintage revisionists Imitation of Christ. 1) Women collection of * Sophisticated * Business * Classical * Bridal coll ections 2) Men MENs collection * Rings * Bracelets * Necklaces 3) Kids * Disney collection Hello sight collection 4) Other Industries Swarovski crystals are affixed to everything. * Victorias Secret bra sets * Kawasaki motorcycles * Clothing collections * DJ Headphones 8. CBBE Pyramid Resonance HIGH LOYALTY Brand resonance is high due to active loyalty of customers Consumer Judgments GLOBAL BRAND WITH RICH HERITAGE Perfect and innovative crystal products High quality production Consumer Feeling reputable ELEGANCE Prestigious, elegant, fragile, dedicated, timeless Humble and sophisticated Feels like a fairy Brand Performance EXCELLENT SERVICESExtremely durable, serviceable Offers timeless, high quality crystal products modern product lines Optik gears, etc. Brand Imagery GLAMOROUS 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 marke t Most known for its crystal jewelries product line If its crystal, its nothing else but Swarovski 9. SWOT Analysis Strengths Strong brand identity and high company reputation World widely recognized market leaderCheap materials, high added value products Craftsmanship (durable quality) Online store New techniques Perfection High quality After sales services Weaknesses Expensive production in Austria continual design Opportunities Diversity of customers of all ages New markets in Latin America emerging markets in Asia Various product lines through collaboration Unlimited design according to crystal cutting Threats Cheaper competitors Imitators/substitutes Relies on disposable income of consumers Slowdown in market growth Cheaper artificial crystal 0. Competitors 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 Precio sa 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 Extend their product lines (perfumes, watches, Home electronics , etc. Extend their jewelries products (leather bracelet, wedding ring, etc. ) Focus on jewelry customization Place Establish 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. html/en/aboutus/spirit http//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