Swarovski Branding Strategies & Products

SWAROVSKI. Branding for luxury goods Group G. Members Truong Anh Bao Nguyen Yunkyung Choo Lilit Nagapetyan CONTENT 1 History 2 Concept 3 Brand Strategy 4 marketplaceing go 5 Positioning 6 Services 7 Target Consumer 8 CBBE Pyramid 9 SWOT analysis 10 Competitors 11 good word 12 References 1. HISTORY 1882 Daniel Swarovski (1862-1956) invents a revolutionary machine that allows watch crystals to be cut down to a greater extent precisely than with existing manual methods. 1895 Daniel Swarovski founds the political party in Wattens, Tyrol, with the ken of bringing joy to people done crystal.His guiding principle is hushed followed by the company today To constantly improve what is good. 1949 SWAROVSKI OPTIK is founded, and goes on to begin a leading maker of precision optical instruments for hunting and temper observation (binoculars, telescopes, rifle scopes, play finders, and night vision and optronic devices). 1956 The first Swarovski crystals for chandeliers and tinder be launched, and in 1977 be registered under the STRASS Swarovski Crystal name.Today they adorn Graeco-Roman chandeliers, suche as those in the Palace of Versailles and the Metropolitan Opera, New York, as good as more modern lights. Swarovski starts to manufacture precision-cut gemstones. 2002 Swarovski develops Crystal Fabric eternal tiny crystals create a delicate shimmer over a variety of materials. 2003 In conjuction with leading direction and jewelry designers, Runway Rocks is founded a appealingness of unique jewelry pieces featuring crystal for the catwalk, showcasing design and alteration 2009 At the Baselword watch and jewerly exhibition, Swarovski launches its first watch collection. . CONCEPT More than a atomic number 6 ago, Daniel Swarovski, its founder, once said A diamond of everyone that sparkles everyones lives, Swarovski today has been thriving for the scoop out to serve its clients, being one of the finest crystal producers in todays global attention. Mission Through the mastery of the poetry of precision we hold open to be market leader, driving force and reliable partner inside 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 high quality products and services and anticipate, attain and exceed consumers desires and customers affects. * Swarovski offers our colleagues and teams fulfilling challenges that inspire them to be innovative and creative. 3. BRAND STRATEGY non so long ago Swarovski was not very famous and didnt birth any noticeing strategies. For a long time Swarovski didnt brand its product. And sticker then it wasnt really about branding as it is nowadays.We had to develop a hard-core communications strategy a PR strategy which we toss to the editors and d esigners. said Nadja Swarovski, Swarovksi Vice president of International Communications. Today, Swarovski is almost omnipresent everyplace from spirt awards, catwalk shows, submit premieres its crystals are used by fashion designers from the edgiest telephone exchange Saint Martins graduate to the hallowed ateliers of Armani, Dior and Chanel. This is where the real success of Swarovski lies by a personal line of credit the company with the most avant-garde recent fashion talent.When the hottest British designers of the time, horse parsley McQueen, Philip Treacy and Julien Macdonald used Swarovski crystal mesh a fine fishnet gauze bandage 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 unripeneder designers who are in need of capital to make their label take off.Nearly ten years afterwards 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 juvenile 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 likewise 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 battalion in Los Angeles, and stylists can browse the Swarovski jewellery, shoes and handbags with a view to back their clients on the red carpet. These days Swarovski cr ystals adorn everything from iPods and mobile phones to Maria Sharapovas new-fashioned Nike tennis dress. They even covered, whisper it, Jordans wedding 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 colorize 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 Subsidiary companies Swarovski spurt 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 and so ontera ). Swarovski Elements Crystal designs. Swarovski endocarp Business Gemstone designs. Swarovski Lighting Swarovski finished lighting products and solutions with cry stal for architecture. Tyrolit A bonded grinding and preparation tools company. Swareflex A road safety products specialist. Schonbek A crystal chandelier manufacturer. measuring stick Crystal Swarovskis direct sales company for ready-made jewelry PlaceAll boutiques are beautifully set up and at easely located in the fashion mall/heart of big 19 metropolitan cities from Dubai, Madrid, Hongkong to New York urban center over 20 countries in North America, Europe, Asia and Australia. Also online website is available with convenient shipping services Price vitamin C$ to $42,800/item advance 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 jar against and from September to Octo ber) and movie/film award ceremonies seasons (October to February) 5. Positioning Swarovski is view itself as a luxury fashion by creating a customer draw to let people know Swarovskis brand values 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 byplay * inexpensive luxury brand 6. Service * Collection of rings, pins, earrings, pendants, necklaces, hair jewels, cuff links, charms, brooches, bracelets, bangles and gifts. * larger variety of color options * Vast selection of gifts available for fewer than $100 * Magazine and group for Swarovski enthusiasts. * Free shipping standard on orders more tha n $95 * Customized gift messages Free gift wrapping and bag * schedule delivery * Right to return (2 week return policy) * Product stock warrant * 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 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 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 surreptitious bra sets and Kawasaki motorcycles, to the clothing collections of such as dolce Gabbanna and avant-garde vintage re visionists Imitation of Christ. 1) Women collection of * Sophisticated * Business * neoclassic * Bridal collections 2) Men MENs collection * Rings * 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 HIGH committal Brand resonance is high due to active loyalty of customers Consumer Judgments orbiculate BRAND WITH RICH HERITAGE Perfect and innovative crystal products laid-back quality intersection Consumer Feeling PRESTIGIOUS ELEGANCE Prestigious, elegant, fragile, dedicated, timeless humiliated and sophisticated Feels like a fairy Brand Performance fantabulous SERVICESExtremely durable, serviceable Offers timeless, high quality crystal products Innovative product lines Optik gears, etc. Brand Imagery GLAMOROUS Glamorous luxurious crystal products Women/young ladies with high i ncome, 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 Analysis Strengths Strong brand identity and high company reputation World widely recognise market leaderCheap materials, high added value products Craftsmanship (durable quality) Online store New techniques graven image High quality After sales services Weaknesses Expensive production in Austria Repetitive 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 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 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. boss/home. fr. html/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/swarovsk i-review. html http//www. brandchannel. com/ http//www. prweek. com/uk/password/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=hundred and one&oid=001&aid=0005922714