“A Diamond

for Everyone”
 Rast Studimor
“A Diamond for Everyone”
 PERMBAJTJA

3 Hyrja: Historia e Swarovski

10 Perqendrimi ne inovacion

13 Vlera punetore

15 Biznes multi dimensional

20 Krijimi i nje marke magjike perms misterit
23 Nje relike luksoze

31 Te sjellesh gezim per njerezit

34 Permbledhja

Objektivat
Ky prezantim synon te
siguroje informacion dhe
depertim mbi marken “luksoze
dhe te perballueshme”,
Swarovski, dhe te hedhe drite
mbi mesimet qe mund te
mesohen nga menyra se si e
kane ndertuar marken e tyre

3
HISTORIA E
SWAROVSKI
 HISTORIA E
SWAROVSKI
Vizioni i Daniel Swarovski: “Krjoni nje diamant per te gjithe”
Grupi Swarovski eshte nje kompani prodhuese e kristaleve te prera qe prodhojne nje
larmi produktesh kristali, tani te famshem per kontributet e tyre ne mode dhe stoli,
duke bere kristale me “shkelqimin e nje diamanti”, por me nje cmim shume me te
perballueshem.
Grupi Swarovski eshte nje kompani shume dimensionale, e suksesshme
nderkombetarisht
2009 Turnover Figures
Turnover 2009 2.25 Billion Euro
Tyrolit Business (Prerje dhe bluarje) 0.39 Billion Euro
Crystal Business 1.77 Billion Euro
Optic Business (Lenses, binoculars 0.09 Billion Euro
etc)

Megjithëse bizneset e tyre të produkteve industriale janë gjithashtu të suksesshme,

emri Swarovski frymëzon një përgjigje më emocionuese. Magjia e Swarovskit vjen nga
finesa e tyre misterioze dhe e pakonkurrueshme dhe aftësia për të sjellë një ndjenjë
mrekullie dhe magjepsjeje në jetën e konsumatorëve (dhe jo vetëm të pasurve).

Sot forca e markës qëndron në shoqërimin e saj me konceptin abstrakt të "luksit", pjesërisht
falë lidhjeve të forta me industrinë e modës së lartë.

Sidoqoftë, mbi një shekull më parë, themeluesi Daniel Swarovski filloi biznesin e tij me një
fokus më të fortë në ato të prekshmet; inovacioni teknologjik dhe cilësia e paparë
ndonjëherë.
www.brand.swarovski.com/Content.Node/aboutus/.../Facts_Figures_2009.pdf
5
 HISTORIA E
SWAROVSKI
Fillimet:

 Daniel Swarovski lindi në Bohemia në 1862. Ishte një nga qendrat

kryesore të prodhimit për qelq dhe kristal, dhe babai i Danielit
zotëronte një fabrikë/dyqan të vogël / për prerjen e kristaleve

 Në 1892 Daniel regjistroi një patentë në një makinë, e cila për herë të
parë, bëri të mundur prerjen e kristalit në përsosmëri. Ishte
jashtëzakonisht e shpejtë dhe më precize sesa puna manuale dhe puna
rraskapitëse e përdorur zakonisht në atë kohë

 Në 1895, Daniel Swarovski themeloi një kompani të bazuar në këtë Swarovski with
his invention
makinë, në Wattens të vendosura në Alpet Austriake, mjaft larg nga
konkurrentët e tyre rreth Bohemisë dhe të sigurt nga imitimi, dhe
kishte rrugë të shkëlqyera tregtare në qendrat e modës, veçanërisht
Paris, ku guret per bizhuteri kristali ishin shumë të kërkuar.

 Ata shitën tepër mirë në shtëpitë e modës, si dhe në shumë The Swarovski factory in
argjendari. Për këtë arsye, Swarovski u përqëndrua fillimisht në Wattens (1900)
prodhimin e gurëve dhe rruazave të stolive. Menjëherë pas kësaj,
shumë produkte të tjera u shtuan.

 Sot, Swarovski është ende një kompani private, në pronësi të

familjes

 "Kristali mund të tingëllojë pak i modës së vjetër kështu që

Swarovski ka punuar shumë për ta mbajtur atë modern ”
Brandchannel review, May 2009
http://www.crystal-emporium.com/the_swarovski_story.html
http://www.encyclopedia.com/doc/1G2-2844400110.html 6
 HISTORIA E
SWAROVSKI
Momente kyc
1935: Djali i madh i Danielit,
Wilhelm, prodhon çiftin e parë
prototip të dylbi, duke hedhur
themelin për ndarjen e Produkteve
Optike të Swarovski.
1965: Kompania fillon të prodhojë
kristale dhe prizma llambadari nën
markën tregtare Strass.
1976: Krijohet anëtari i parë i kopshtit të
kafshëve kristal Swarovski dhe fillon
prodhimi i peshës së kristalit dhe
unazave kryesore.
1977: Kompania lançon linjën e saj të
argjendarisë nën etiketën e saj
"Jeweller's Collection".
1979: Swarovski vendoset në Amerikën e
Veriut duke hapur një degë në Cranston,
Rhode Island. Aktualisht, ajo është selia
kryesore për operacionet e Amerikës së
Veriut.
1987: Shoqata e Koleksionistëve Swarovski
(SCS) është themeluar në përgjigje të mijëra
kërkesave nga adhuruesit e kristalit në të
gjithë botën. Tani perbehet nga 450,000
anëtarë dhe eshte ende në rritje.
1989: Zbulimi i linjës Swarovski të
aksesorëve të Haute Couture dhe Objekteve
të kristalit dekorativ D’arte në Hotel Crillon
në Paris. Këto pjesë u krijuan nga dizajnerët
kryesorë në botë si Ettore Sottsass, Stefano
Ricci dhe Herve Leger.Ky është produkti
"Top of the Line" i Kompanisë, shpesh i
prodhuar në sasi të kufizuara, jo për
koleksionistin mesatar.
1992: Kompania fillon Koleksionin e saj të
Përzgjedhjes prej 12 pjesësh nga dizajnerë
të njohur bashkëkohorë. Prodhuar në numër
të kufizuar, më të përballueshëm, por
gjithsesi shumë, shumë të shtrenjtë.
2000:cPrezantohet Linja Paris Paradise e
Daniel Swarovskit.
2006: Fillimi i fushatës aktuale të markës,
“The three graces" - bazuar në mishërimet
mitologjike të shkëlqimit, gëzimit dhe
pasurisë, duke reflektuar platformën
strategjike të Swarovskit, "Poetry of
Precision” 7
 THE SWAROVSKI
STORY
Strategjia e markes:
 Të arrije rritje me ane te pasionit për markën, përsosmërisë për konsumatorin dhe
inovacionit për biznesin
 Pasioni për markën - nevoja për identitetin e markës dhe gjuhën unike të markës me
një bashkëpunim cilësor dhe zbatim të qëndrueshëm në frontin e komunikimit

 Emocionaliteti i produkteve – mesatare, me shumë nivele dhe efekte të dritës

 Kur filloi Swarovski, marka nuk ishte shqetësimi kryesor për kompaninë. Sidoqoftë, në
ditët e sotme me konkurrencën në rritje nga prodhuesit më të lirë në Kinë, etj.,
Swarovski ka nevojë për një strategji të markës për të dalë në pah, por një që i
qëndron besnike vlerave të kompanisë përpara markës: inovacioni, cilësia dhe merita.
 'Për një kohë të gjatë Swarovski nuk e "markoi" produktin e saj, "thotë Nadja
Swarovski, Nënpresidente e Komunikimeve Ndërkombëtare. 'Dhe atëherë nuk kishte
të bënte vërtet me markën siç është në ditët e sotme. Na duhej të zhvillonim një
strategji thelbësore të komunikimit - një strategji PR - të cilën ia paraqitëm
redaktorëve dhe dizajnerëve. 'designers.'

 http://www.youtube.com/watch?v=_uhOAaqcTp0
8
Official website: http://www.swarovski.com

9
PERQENDRIMI NE
INOVACION
 FOCUS ON
INNOVATION
Kërkimi për përsosmëri dhe inovacion është një nga drejtuesit kryesorë të Swarovski
Swarovski doli nga inovacioni i teknologjisë së tyre origjinale të prerjes dhe inovacioni ka
mbetur një aspekt kryesor për biznesin e tyre gjatë gjithë kohës; gjithnjë duke qenë të
hapur ndaj mundësive dhe ndryshimit, gjë që i ka ndihmuar ata të jenë një kompani me
sukses.

Hapat e Swarovski:
Inovacioni teknologjik është ende një nga pikat
e forta më të mëdha të Swarovskit. Sot,
kërkimet e vazhdueshme në teknologjitë e reja
dhe cilësinë e gurëve kanë kontribuar në
reputacionin e njohur të Swarovskit për cilësi
dhe mjeshtëri.

Konluzioni:
Vazhdoni të investoni në avancimin e
produktit tuaj dhe duke bërë më të
mirën për të krijuar një themel të fortë
për një markë me reputacion.

http://www.independent.co.uk/life-style/fashion-the-glitter-band-1192411.htm
11
http://www.leadersmag.com/issues/2009.2_apr/style/swarovski.htmll
 FOCUS ON
INNOVATION
Hapat e Swarovski:  Në vitet 1990, kompania duhej të zhvillonte
 Në recesionin e viteve 1970, kërkesa për pozicionimin e saj përsëri, këtë herë për të
gurët e çmuar u shterua. Ndërsa po merrej marrë aspektin joshës të modës që është
me disa përbërës të llambadarit, Manfred lënë në hije nga figurat e suksesshme
Swarovski (kryetari i atëhershëm) e kuptoi “kitsch”.
që ato mund të rregulloheshin për t'i ngjarë
një miu dhe zhvilloi këtë risi të re për  Swarovski kishte një histori në modë për të
përdorimin e kristaleve për të mbështetur cilën konsumatorët nuk kishin dijeni (p.sh.
kompaninë me shitjet e figurave. Përmes duke punuar me Coco Chanel), gjë për të
cilën Nadja Swarovski e shtyu kompaninë të
kësaj risie erdhi një nga kompanitë më të
rizhvillojë, përmes synimeve të
mëdha gjeneruese të shitjeve. Para kësaj, projektuesve të rinj dhe të mprehtë për të
kompania nuk kishte ndërmarrë kurrë në punuar me produktet.
tregun e shitjes me pakicë të
 Kjo strategji e re ishte një largim i vërtetë për
konsumatorëve. Koleksioni që u zhvillua
kompaninë tradicionale, konservatore
nga kjo solli për herë të parë emrin e (shumica e fitimeve të Swarovski vijnë nga
markës Swarovski tek konsumatori. makineria e saj prerëse)
 Në vitin 1989 kafshët e kristalta ishin aq
të njohura sa Swarovski themeloi një
Shoqatë të Koleksionistëve, e cila tërhoqi
shpejt 300,000. Në dritën e suksesit të
kafshëve, kompania ndryshoi logon e saj
në një simbol më elegant të mjellmave-
një risi në vetvete, që tregon përqafimin e
ndryshimit dhe evolucionit të ndërmarrjes Konkluzioni:
Në mënyrë që të vazhdojnë të rriten, kompanitë
duhet të jenë të hapura për të ndryshuar dhe
http://www.independent.co.uk/life-style/fashion-the-glitter-band-1192411.htm për mundësi të reja dhe të investojnë përpjekjet
http://www.leadersmag.com/issues/2009.2_apr/style/swarovski.html
në to për të korrur përfitimet. 12
 VLERA
PUNETORE
 VALUE
EMPLOYEES
Hapat e Swarovski:
 Vlerat e Swarovskit për të sjellë luks dhe gëzim te njerëzit normalë shtrihen përtej
produktit. Që nga fillimi, Daniel Swarovski tregoi konsideratë dhe klas në biznes.

 Kultura e korporatës së Swarovskit: Daniel Swarovski, gjeniu teknik, humanitar dhe

themelues i kompanisë, kishte një vizion të qartë që shkonte shumë përtej ambicieve
financiare ose të korporatave. Ai donte të ndërtonte një kompani demokratike që mund
t'u ofronte të gjithë punonjësve një jetë me dinjitet dhe vetë-respekt, të harmonisë
shoqërore dhe përvojave kulturore.

 “Bashkëpunëtorët tanë janë njerëzit tanë. Ne duhet ta vlerësojmë secilin individ

si një qenie njerëzore dhe ta ndihmojmë atë të bëjë një jetë të përmbushur me
nder dhe dinjitet ".

Konkluzioni:
Një kulturë e vëmendshme e korporatës e bën
kompaninë më tërheqëse në një nivel holistik,
me punonjësit që paraqiten më mirë në një
mjedis pozitiv.
Mesazhi i markës do të jetë më i fortë nëse
është i sinqertë dhe në përputhje me të gjitha
aspektet e biznesit.

http://www.independent.co.uk/life-style/fashion-the-glitter-band-1192411.html
14
NJE BIZNES MULTI-
DIMENSIONAL
 MULTI-FACETED
BUSINESS
Swarovski’s Steps:
 Fashion: Trimmings: debuted in 1931, the trimmings provided crystals in ready-to-use
formats for edges, borders and hems. The gemstones were of such good quality, they were
often mistaken for diamonds
 Chandeliers: Swarovski began producing crystal chandelier components in 1965, which
were used in prestigious décor such as Metropolitan Opera House in New York City and
France’s Palace of Versailles. In 2009, Swarovski bought Schonbek (major chandelier
manufacturer) and is still working with top chandelier designers and hoping for growth
in this category, especially having worked with renowned and innovative artists who
bring credibility and a modern perception
 Miscellaneous embellishment: haute couture dresses, handbags and shoes, license
plates, iPod cases, cell phone faceplates, personalized baby bottles, pet collars,
Havaianas flip flops, Phillips Swarovski-encrusted USB flash drives and $50-per-bottle
Bling H20— water packaged in bottles encrusted with Swarovski crystals.

The Lessons:
 Be innovative in making your product more
useful to appeal to the consumer.
 Engineer the best partnerships for vicarious
credibility, creating a versatile, quality and
easy to use product will expand opportunities
as far as your imagination and open-
mindedness can reach

http://www.independent.co.uk/life-style/fashion-the-glitter-band-1192411.html
http://www.brandchannel.com/features_profile.asp?pr_id=439
© 17
 MULTI-FACETED
BUSINESS
Swarovski’s Steps:
 Swarovski have created product lines directed towards teen consumers, such as
mobile phone accessories
 Tremendous growth in emerging markets such as India and China. Due to the different
preferences across international markets, Swarovski have separate design-houses for
them, tailor-making collections for different markets (Europe is their strongest market,
with the most Swarovski stores)

The Lessons:
 Use targeted offerings to intelligently reach different markets
and become multi-faceted, one size won’t fit all
 Thanks to their many facets, Swarovski’s target consumer is
“virtually every female from 17-71 in terms of either buying or
gift receiving”, by bringing considered and diverse offerings
to such a broad range of people, the company has great
opportunity for sales. However, the core values of the brand
are important enough on a universal level to help it cross
categories and consumer groups – being an affordable luxury
product
Allbusiness.com
Moodie report 2004
http://www.leadersmag.com/issues/2009.2_apr/style/swarovski.html
©X 2010 18
 MULTI-FACETED
BUSINESS
Swarovski’s Steps:
 Some speculated that the company’s diversification has gone too far, however
competitors are following suit: Waterford, the Irish crystal company, has dramatically
expanded its product line in recent years to flatware, perfume and bed linens
 Even though more recent efforts have been made to gain fashion credibility,
Swarovski’s
animal figurines still provide sizeable revenues
 “The perception of quality that we’ve worked so hard to convey seems to be understood
by the general public. We have always said that our product is truly multifaceted, so is
the customer base. This gives us a unique advantage in the current economic climate
to reach out to a broad spectrum of people and provide them with a luxurious yet
affordable product” Nadja Swarovski

The Lessons:
 Investing focus on the growth of one aspect of the business will
not necessarily lead to a decline in other areas, if the brand is
strong enough
 Investing in strong and universal brand communication so that
consumers have clear and positive brand perceptions will leave
a business with more options and opportunity in challenging
times
 When a brand’s values include innovation and creativity, any danger of
over-exposure, seems outweighed by the numerous possibilities of ever
Allbusiness.com more inventive, elaborate collaborations. 'You reach one peak and you
Moodie report 2004 see the next one ahead,' Nadja Swarovski
http://www.leadersmag.com/issues/2009.2_apr/style/swarovski.html
©X 2010 19
Creating a Magical Brand through
Awe, Mystery and Genius
 AWE, MYSTERY AND
GENIUS
Not only is the Swarovski crystal cutting technology ground
breaking and associated with genius, but it is also mysterious
and unexplained. This combination of genius and mystery
creates an awe in consumers and advances the special
position of Swarovski.

Genius: quality is valued by the consumers as well as

designers
 "We use Swarovski stones because they have the most
glitter. They are the best in the world at what they do”,
Phillip Treacy (established hat designer)
 The Swarovski Crystal Society, which began in 1987 takes
the company’s reputation for quality very seriously. Today it
has more than 400,000 members in 35 countries
worldwide. These enthusiasts receive a quarterly magazine
and can purchase annual editions and exclusive products.

Mystery:
 The 79,000 crystals that Swarovski make each day, are
made by secret methods.
 "It's all very mysterious. Some people do one aspect of the
process, then it gets passed onto another division, and never
the twain shall meet.” Isabella Blow (fashion consultant)

www.independent.co.uk December 1998

©X 2010 21
 AWE, MYSTERY AND
GENIUS
Awe and wonder:
 Opened in 1995, Swarovski Crystal Worlds is the most visited cultural-tourist attraction in
Western Austria. Over 3.8 million people have toured the 20,000 square foot visitor centre,
which is entered by walking under the giant's mouth.
 Swarovski calls it “a guided tour through a sensual kaleidoscope.” CNN says it is
“as fascinating as one of the Seven Wonders of the World.”
 An immersive experience such as this serves to enhance the awe and wonder associated
with Swarovski that help their crystals to rival the excitement of diamonds without the
price

Swarovski’s Steps:
The Lessons:
 Invested in creating a sense of genius (through
Creating a brand that can inspire
innovation and technology to achieve the best
awe and wonder in consumers is
quality), mystery (by making a point of keeping
an investment worth making, as it
their methods secret) and awe (through the
adds value to the brand far beyond
creation of beautiful products and the popular
its physical properties
KristallWelten)
http://www.brandchannel.com/features_profile.asp?pr_id=439 ©X 2010 22
A LUXURIOUS
RELIC
 A LUXURIOUS
RELIC

A relic is historically an object that connects the

earthly to the holy. Many brands operate on the
same principle, by creating a link for the consumer
between the product and an abstract concept (e.g.
Nike trainers link to urban cool). Through
Swarovski’s visible involvement with glamour and
luxury, their products connect the consumer with the
luxury lifestyle as ancient relics helped people to
connect with “heaven”. The brand strategy even
talks about medium - “jewels with a soul”.
Swarovski’s links to the aspired world of glamour
and luxury have taken the following forms:

24
© X P o t e n t i al 2010
A LUXURIOUS
RELIC
The movies:
 Gentlemen prefer blondes
 Phantom of the Opera movie
chandelier
 Wizard of Oz
 Moulin Rouge
 Titanic
 Disney Alice in Wonderland
collection

The film stars:

 Marilyn Monroe sang happy birthday
to JFK in a dress with 10,000
Swarovski crystals
 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.

25
© X P o t e n t i al 2010
 A LUXURIOUS
RELIC

Swarovski’s Steps:
 Having a product with the splendour of a diamond but a
much lower price, Swarovski earned a place in
glamorous industries such as film, fashion and culture.
This might not have been a strategic step at first, but
when Nadja Swarovski sought to re-establish and
publicise these links, she had a view to heightening the
brand’s luxury links to give it extra market value for
consumers who want to feel connected with the worlds
of fashion, film and glamour.

The Lessons:
 Aside from a product’s physical properties, connections
created through branding to relevant and attractive
abstract concepts (in this case, luxury and glamour)
can contribute greatly to its value, perception and
position

26
© X P o t e n t i al 2010
 A LUXURIOUS
RELIC
Swarovski’s Steps:

Culture:
 Swarovski Crystal supported the English National Ballet production
of The Snow Queen. The costumes are adorned with hundreds of
thousands of Crystallized Swarovski Elements, adding light and
sparkle to the stage
Royalty:
 In the Eighties, Diana, Princess of Wales began a trend for hosiery
featuring a glittering bow at the ankle, or a row of sparkle up the
back of the leg. Thanks to Diana, the company sold millions of
adhesive crystals to the hosiery market
 Supplied crystals for Queen Victoria's hair ornaments
For everyone:
 In the public eye, for all to enjoy (‘A diamond for everyone’) always
in a high-profile way. For example, their Swarovski crystal star on
the Rockefeller Centre Christmas tree in New York City
 Enhancing public environments such as JFK airport chandelier

The Lessons:
Even if a product is used by royalty, designers and film stars, if the right
brand communication does not draw attention to this then no link will be
made in the consumers’ mind between the brand and luxury. Swarovski
make the most of the glamorous associations they establish by making
them public, for example placing them in public places such as international
airports and publicising cultured sponsorship. Rather than just accepting
Diana’s patriotism as “good for brand reputation”, Swarovski took the
opportunity to make the link to this advocacy more salient and available to
consumers through imitation in high street shops

http://www.ballet.org.uk/press-releases/swarovski-costume-sponsor.html
©X 2010 27
 A LUXURIOUS
RELIC
Swarovski’s Steps:
High fashion:
 Swarovski co-designed Christian Dior's famous aurora borealis stone in 1955
 Manfred Swarovski also worked with with Coco Chanel and Christian Dior in the
1950s
 "Our product consists of very many facets, but the truth is that Swarovski's
heritage really is in the fashion industry."
 Although Swarovski had this incredible heritage, nobody really knew about
it
 "We've always supplied the trade and that's why nobody knew the name
until
we started to make consumer goods in the mid 1970s”
 By the time Nadja joined in 1995, the business was more famous for its kitsch
miniature sculptures than anything more serious. Less than ten years later
Swarovski was taken much more seriously - a global brand worth €4.6bn,
synonymous with cutting edge creativity and high end glamour stretching from
fashion clothing to jewellery to red carpet events like the Oscars, with fashion
industry supply accounting for more than 50% sales (having doubled), where
consumer goods (including the figurines) had been the largest contributor
before
 Used in collections by Givenchy, Christian Lacroix, Versace, Philip Treacy, Dior,
Vivienne Westwood, Thierry Mugler and Julien Macdonald.
 The number of “the beautiful people” wearing Swarovski has snowballed, from
establishing one admired client, more have followed and will follow

The Lessons:
 Make the most of your brands’ existing selling points and invest the effort in
nurturing and expanding on them. Publicise your strengths; simply having
good selling-points (such as designer patriotism) is not enough if they are not
maintained, emphasized and communicated to©X
http://www.independent.co.uk/life-style/fashion-the-glitter-band-1192411.html your
2010
audience 28
 http://www.coutts.com/woman/2009/june/features/nadja-swarovski.asp
 A LUXURIOUS
RELIC
Swarovski’s Steps:
Red carpet, branded event:
 Swarovski Fashion Rocks, in aid of The Prince’s Trust (debut 2003)
 Glitzy fashion and music event that has taken place in the Royal Albert Hall (£1,500 a ticket)
 Attracts designers such as Chanel, Dolce & Gabbana and Stella McCartney, has been presented by
Uma Thurman and Samuel L. Jackson, had performances from Blondie, Lily Allen, Alicia Keys and Bon
Jovi and a guest list of models, royals and celebrities
 Designers at the event use Swarovski crystals in their pieces, and all guests and performers wear
them too. As Nadja puts it, 'All the talent involved are our clients.'

 For the company to build on its success and compete with low-cost rivals from China and the Czech
Republic it needs to promote on merit.
 Nadja has ensured that Swarovski is at the forefront of cutting-edge fashion; 'We choose very
carefully who we work with,' she says 'We work with people where it goes without saying that they're
going to create something amazing and beautiful. The designers have complete carte-blanche – but
maybe the selection of the designer is Swarovski's quality-control element.‘
 "My goal was always to elevate the brand perception, the brand image, to really put the product into
the hands of the most creative people in the industries,“

The Lessons:
 Take your brand’s attractive characteristics to the next level. By creating
their own branded fashion events Swarovski has made their presence in the
fashion world un-missable, and worked hard to draw in admired designers
and celebrities to all be visible advocates by association.
 The company also work hard to ensure that the people they associate
themselves with will bring the brand the image that it aspires to. People
working with or using the brand who are not employees of the company can
add greatly to its appeal and consumer perception, but with a little less
responsibility, being clients and not employees

http://www.telegraph.co.uk/finance/2923943/A-very-private-affair.html
http://www.telegraph.co.uk/fashion/stellamagazine/3361538/Swarovski-the-glitz-spirit.html
©X 2010 29
 A LUXURIOUS
RELIC
Swarovski’s Steps:
Luxurious retail:
 Travel retail is a key target market as for most luxury and lifestyle
brands
 Swarovski enjoys success in travel retail (shop-in-shop, stand alone, on
cruise ships and in-flight). Their first aim in travel retail is a qualitative
one; to improve, renew, upgrade and expand the physical presence of
the brand. They expect quantitative targets will follow naturally
 Travel retail – a growth area because of the growth of travel. Especially
in emerging markets, notably China where there is a strong affinity for
crystals relating to feng shui
 The expanding number of Swarovski boutiques are the key consumer
touch points for experiencing the brand, with a new retail design
concept created by admired Japanese designer, Tokujin Yoshioka. They
showcase the Swarovski collections in a unique environment. The new
Oxford Street flagship store emphasizes the white glove treatment – a
more “special” experience for shoppers. Products are also distributed
through department store and independent retailers

The Lessons:
 Swarovski have put consideration into their retailing, choosing design,
shopping experience and store placement that enhance the brand’s
associations with luxury and glamour (such as designer store layout and
travel retail for connections with the high-flyer lifestyle), continuing the
products position as a relic linking the consumer to the world of luxury

Moodie report 2004

http://www.leadersmag.com/issues/2009.2_apr/style/swarovski.htm ©X 2010 30
BRINGING JOY TO
PEOPLE
 BRINGING JOY TO
PEOPLE
Swarovski Crystal (excluding Tyrolit and Swareflex) is not a brand that sells on function,
the products are intended to make people feel good, and as Daniel Swarovski envisioned,
to create a “diamond for everybody”. This sentimental and humanitarian approach is also
adopted in the companies efforts to provide opportunity for up-and-coming designers, with
the mutual benefit of association.
Swarovski’s Steps:
 Creative Service Centres in fashion centres around the world, aimed at
fashion designers and creative people, and they house every crystal
available. They provide trend consulting, inspiration and product information.
"Together we can discuss ideas, create new relationships in fashion."
 Nadja began to re-establish the company's links with the fashion world,
beginning with younger designers who lacked the capital to take their label
to the next level. ‘We felt there was so much talent that was not necessarily
being supported in the right way and it was only the established houses that
constantly got the stage, the acknowledgment.'
 A little money can make a huge difference. It might mean the designer can
now afford better make-up, or lighting for a show. But “It's not just a one-
way street where we provide the product and financial support. We expect
innovation in return.” While the collaborations with young designers have
done wonders for Swarovski's street cred, the work it does with the
fashion heavyweights retains its association with old-school glamour.

The Lessons:
 Giving a chance to new talent will help to improve brand awareness, create
affiliations at the seed of something that could grow much bigger and
create a positivity around the brand through helping others
http://www.independent.co.uk/life-style/fashion-the-glitter-band-1192411.html
©X 2010 32
 BRINGING JOY TO
PEOPLE
Swarovski’s Steps:
 Creating a diamond for everyone, not just a product with the aesthetic appeal of a
diamond, but with association of glamour and luxury to rival a diamond and to
bring that feeling of glamour to a much wider audience
 'It never ends, it never stops. My great-great-grandfather's motto was "create a
diamond for everyone". It's the democratisation of luxury.'

The Lessons:
 The appeal of a product extends far beyond its physical properties (though if they are
already beautiful then this is a good start!), but investing exhaustive efforts in
creating visible associations with attractive concepts such as couture fashion can
create a very powerful pull

http://www.coutts.com/woman/2009/june/features/nadja-swarovski.asp
©X 2010 33
 SUMMAR
Y
 Swarovski have enjoyed success and market leadership across a
plethora of categories through their innovative technology and
business approach, maintaining a consistent brand communication
through a focus on PR

 Although Swarovski’s offerings are diverse, leading to a varied target

audience (geographically and otherwise), and their products are
tailor-made to appeal to each different audience, the over-riding
brand communication of quality, beauty and credibility link the
different markets

 After coming off the tracks a little and getting over-looked as a

maker of twee crystal animals (though dearly beloved by some
consumers) Swarovski has successfully re-established its
connections to the fashion industry, this time drawing attention to
the brand name (where before they were simply a supplier) through
designer sponsorship and high profile events. This brand awareness
has given the products more value for the consumer, as they are
recognisably linked to the world of glamour and high fashion

 Swarovski is a good example of living the values of your brand.

Daniel Swarovski aimed to create a diamond for everyone; to make
a splendid product more affordable in order to bring joy and luxury
to people’s lives. In the same vein, Swarovski maintains a
considerate corporate culture, and gives a chance to up-and-coming
designers.

©X 2010 34