www.xpotential.co.uk

1. “A Diamond
for Everyone”

2. Case Study
“A Diamond for Everyone”

3. Contents
3
Introduction: The Swarovski Story
10
Focus on Innovation
13
Value Employees
15
Multi-faceted business
20
Creating a magical brand through awe, mystery and genius
23
A luxurious relic
31
Bringing joy to people
34
Summary
Objectives
This presentation aims to
provide information and
insight on the “affordable
luxury” brand, Swarovski, and
to shed light on the lessons
that can be learned from how
they have build their brand
©XPotential 2010
3

4. The Swarovski Story

5. The Swarovski Story
Daniel Swarovski’s vision: “Create a diamond for everyone”
The Swarovski group is a cut crystal manufacturing company who make a variety of
crystal products, now famous for their contributions in fashion and jewellery, making
crystals with “the splendour of a diamond” but at a far more affordable price
The Swarovski group are a multi-faceted, internationally successful company.
2009 Turnover Figures
Turnover 2009
2.25 Billion Euro
Tyrolit Business (Cutting and grinding)
0.39 Billion Euro
Crystal Business
1.77 Billion Euro
Optic Business (Lenses, binoculars
etc)
0.09 Billion Euro
Although their industrial product businesses are also successful, the name Swarovski
inspires a more emotive response. The magic of Swarovski comes from their mysterious
and unrivalled craft and the ability to bring a sense of wonder and glamour into the lives
of consumers (and not just the wealthy).
Today the brand’s strength lies in its association with the abstract concept of “luxury”
thanks in part to strong links to the high-fashion industry.
However, over a century ago, founder Daniel Swarovski started his business with a
stronger focus on the tangible; technological innovation and never-before-seen quality.
www.brand.swarovski.com/Content.Node/aboutus/.../Facts_Figures_2009.pdf
©XPotential 2010
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6. The Swarovski Story
Beginnings:

Daniel Swarovski was born in Bohemia in 1862. It was one of the top
manufacturing centres for glass & crystal, and Daniel’s father owned a
small factory/shop cutting crystal

In 1892 Daniel registered a patent on a machine, which for the very 1st
time, made it possible to cut crystal to perfection. It was extremely
fast & “clearly” more precise than the manual labour & exhausting work
commonly used at the time

In 1895, Daniel Swarovski founded a company based on this machine,
in Wattens located in the Austrian Alps, far enough away from their
competitors around Bohemia and safe from imitation, and there were
excellent trade routes to fashion centres, especially Paris, where crystal
jewellery stones were in great demand.

They sold incredibly well at fashion houses as well as to many
jewellers. For this reason, Swarovski concentrated initially on the
production of jewellery stones & beads. Soon after, many other
products were added.

Today, Swarovski is still a private, family-owned company

“Crystal can sound a bit old-fashioned and grandmotherly so we at
Swarovski have worked very hard to keep it modern”
Brandchannel review, May 2009
http://www.crystal-emporium.com/the_swarovski_story.html
http://www.encyclopedia.com/doc/1G2-2844400110.html
©XPotential 2010
Swarovski with
his invention
The Swarovski factory in
Wattens (1900)
6

7. The Swarovski Story
Key Moments
1987: The Swarovski Collectors Society (SCS)
is founded in response to thousands of
requests from crystal lovers all over the
world. It is now 450,000 members strong
and still growing.
1935: Daniel’s oldest son, Wilhelm,
produces the 1st prototype pair of
binoculars, laying the foundation for
Swarovski’s Optic Products division.
1989: The unveiling of the Swarovski line of
Haute Couture accessories and decorative
crystal Objects D’arte at the Hotel Crillon in
Paris. These pieces were created by the top
designers in the world such as Ettore
Sottsass, Stefano Ricci, and Herve Leger.
This is the Company’s “Top of the Line”
product, often produced in limited quantities
at prices in 5 figure range, not for the
average collector.
1965: The Company starts producing
chandelier crystals & prisms under the
Strass trademark.
1976: The 1st member of the Swarovski
crystal animal menagerie is created
and production of Crystal paperweight &
key rings begins.
1992: The Company launches its 12-piece
Selection Collection by well-known
contemporary designers. Produced in limited
numbers, more affordable, but still very,
very expensive.
1977: The Company launches its own
jewellery line under its “Jeweller's
Collection” label.
1979: Swarovski establishes itself in North
America by opening a branch in Cranston,
Rhode Island. Currently, it is the major
headquarters for the North American
operations.
2000: The Daniel Swarovski Paris Paradise
Line is introduced.
2006: Launch of current brand campaign,
“The three graces” – based on the
mythological embodiments of radiance, joy
and opulence, reflecting Swarovski’s
strategic platform, “Poetry of precision”
©XPotential 2010
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8. The Swarovski Story
The Brand Strategy:
 To achieve growth with passion for brand, excellence for consumer and innovation for
business
 Passion for brand – need for brand identity and unique brand language with quality PR
collaboration and consistent implementation on communication front
 Emotionality of products - medium (jewels with a soul) lots of levels and light effects


When Swarovski started, branding was not a core concern for the company. However,
nowadays with growing competition from cheaper manufacturers in China etc.,
Swarovski need a brand strategy to stand out, but one that remains true to the values
of the company before the brand: innovation, quality and merit
'For a long time Swarovski didn't "brand" its product,' Nadja Swarovski, Vice President
of International Communications, says. 'And back then it wasn't really 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.'
http://www.youtube.com/watch?v=_uhOAaqcTp0
©XPotential 2010
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9. Official website: http://www.swarovski.com
©XPotential 2010
9

10. Focus on Innovation

11. Focus on innovation
The quest for perfection and innovation is one of the main drivers of Swarovski
Swarovski sprung from the innovation of their original cutting technology, and innovation has
remained a key aspect to their business throughout; always being open to opportunity and
change, which has helped lead them to be a successfully multi-faceted company
Swarovski’s Steps:
Technological innovation is still one of
Swarovski’s greatest strengths. Today, continued
research into new technologies and quality of
the stones have contributed towards Swarovski’s
renowned reputation for quality and
workmanship.
The Lessons:
Continue to invest in advancing your
product and making it the best to create
a strong foundation for a reputable brand
http://www.independent.co.uk/life-style/fashion-the-glitter-band-1192411.htm
http://www.leadersmag.com/issues/2009.2_apr/style/swarovski.htmll
©XPotential 2010
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12. Focus on innovation
Swarovski’s Steps:
 In the 1990s, the company had to evolve its
positioning again, this time to pick-up the
 In the 1970s recession, demand for
glamorous fashion aspect that had become
gemstones depleted. Whilst fiddling with
over-shadowed by the successful but “kitsch”
some chandelier components, Manfred
figurines.
Swarovski (then chairman) realised they
could be arranged to resemble a mouse and
 Swarovski had a history in fashion that
developed this new innovation for use of
consumers were unaware of (e.g. working
crystals to prop up the company with sales
with Coco Chanel), which Nadja Swarovski
of figurines. Through this innovation came
pushed the company to redevelop, through
one of the companies biggest salestargeting young and edgy designers to work
generators. Before this, the company had
with the products
never ventured into consumer retail
market. The collection that developed from
 This new strategy was a real departure for the
this first mouse brought the Swarovski
traditional, conservative company (much of
brand name to consumers for the first time
Swarovski's profits come from its cutting
machinery and the fibre optics in cat's-eyes).
 By 1989 the crystal animals were so
popular that Swarovski established a
Collectors Society, which quickly attracted
300,000. In light of the animals’ success,
the company changed its logo (formerly
edelweiss) to a more elegant swan symbol
– an innovation in itself, showing the
The Lessons:
company’s embrace of change and
In order to continue growing, companies need to
evolution
be open to change and to new opportunities and
invest the efforts in them to reap the rewards
http://www.independent.co.uk/life-style/fashion-the-glitter-band-1192411.htm
http://www.leadersmag.com/issues/2009.2_apr/style/swarovski.html
©XPotential 2010
l
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13. Value Employees

14. Value Employees
Swarovski’s Steps:
 Swarovski’s values of bringing luxury and joy to normal people extend beyond the
product. From the start, Daniel Swarovski showed consideration and class in business.

Swarovski's corporate culture: Daniel Swarovski, technical genius, humanitarian, and
founder of the company, had a crystal-clear vision that went far beyond financial or
corporate ambitions. He wanted to build a democratic company that could offer all
employees a life of dignity and self-respect, of social harmony and cultural experiences.

“Our fellow workers are our fellow humans. We need to value each individual as a
human being, and help him or her to lead a fulfilled life in honour and dignity.”
The Lessons:
A considerate corporate culture make the
company more appealing on a holistic level, with
employees performing better in a positive
environment.
The brand message will be stronger if it is
honest and consistent with all aspects of the
business.
http://www.independent.co.uk/life-style/fashion-the-glitter-band-1192411.html
©XPotential 2010
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15. Multi-faceted business

16. Multi-faceted business
Multi-faceted is a word constantly related to Swarovski, not only to the
properties of their cut-crystal, but also to the diversity of the business.




Present in over 120 countries
Two major businesses: one producing and
selling loose crystal elements to the
industry and the other creating designdriven finished products. Swarovski’s own
brand lines of accessories, jewellery, and
home decor are sold in all major fashion
capitals
Exclusive Daniel Swarovski accessories
collection has become the company’s
couture signature.
Businesses also include:
– Tyrolit® grinding tools
– Swareflex road safety reflectors
– Swarovski Optik precision optical
instruments


Swarovski’s crystal manufacturing
technology stretches across all manner of
uses, so the business’s eggs are never all
in one basket. Having such a broad
offering could lead to a diluted brand,
however, the brand strives to maintain a
consistent communication and PR that will
support all categories, portraying their
values of luxury, quality and technological
advance
This has helped them become a leader in
all divisions. Swarovski is the global
market leader in loose crystal; crystal
objects, jewellery and accessories;
precision optical equipment through its
Swarovski Optik subsidiary; bonded
grinding and dressing tools through its
company Tyrolit; gemstones and created
stones; and road safety products through
its company Swareflex.
http://www.independent.co.uk/life-style/fashion-the-glitter-band-1192411.html
http://www.brandchannel.com/features_profile.asp?pr_id=439
©XPotential 2010
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17. 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 openmindedness 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
©XPotential 2010
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18. 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
©XPotential 2010
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19. 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
more inventive, elaborate collaborations. 'You reach one peak and you
see the next one ahead,' Nadja Swarovski
Allbusiness.com
Moodie report 2004
http://www.leadersmag.com/issues/2009.2_apr/style/swarovski.html
©XPotential 2010
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20. Creating a Magical Brand through
Awe, Mystery and Genius

21. 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
©XPotential 2010
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22. 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:
 Invested in creating a sense of genius (through
innovation and technology to achieve the best
quality), mystery (by making a point of keeping
their methods secret) and awe (through the
creation of beautiful products and the popular
KristallWelten)
http://www.brandchannel.com/features_profile.asp?pr_id=439
©XPotential 2010
The Lessons:
Creating a brand that can inspire
awe and wonder in consumers is
an investment worth making, as it
adds value to the brand far beyond
its physical properties
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23. A Luxurious Relic

24. 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:
©XPotential
http://www.screendaily.com/news/production/swarovski-moves-into-film-with-shekhar-kapurs-paani/5013889.article
2010
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25. 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.
©XPotential
http://www.screendaily.com/news/production/swarovski-moves-into-film-with-shekhar-kapurs-paani/5013889.article
2010
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26. 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
©XPotential
http://www.screendaily.com/news/production/swarovski-moves-into-film-with-shekhar-kapurs-paani/5013889.article
2010
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27. 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
©XPotential 2010
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28. 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 your audience
http://www.independent.co.uk/life-style/fashion-the-glitter-band-1192411.html
http://www.coutts.com/woman/2009/june/features/nadja-swarovski.asp
©XPotential 2010
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29. 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
©XPotential 2010
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30. 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.html
©XPotential 2010
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31. Bringing Joy to People

32. 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 oneway 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
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33. 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
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34. Summary

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.
©XPotential 2010
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35. Who are XPotential?
XPotential is a brand focused strategy consultancy
that helps to align individuals, functions and
organisations throughout the world to create and
deliver Brand Value.
We work with some of the world’s biggest brands to
deliver outstanding results. We orientate individuals and
teams in the organisations to focus their responsibilities
to deliver value to their most important asset - their
brand. We are proud to have worked with over 30
companies in over 50 countries and touched tens of
thousands of individuals, delivering some of their most
impressive business results.
We do this through working closely with the leadership of
organisations to develop Brand Centric Vision and
Strategy through a deep understand of the challenges
and opportunities for the Brands and the Company, the
Brand Vision and the key audience for change.
We then design and implement a programme of brand
centric change including communication, engagement,
training and follow up. We have worked both cross
functionally and also through specific areas including
sales, supply chain, innovation, marketing, R&D, finance
and HR.
©XPotential 2010
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36. “We align individuals, functions and organisations,
throughout the world, to create and deliver brand
equity”
Take a look at our website
to find out more about us:
www.xpotential.co.uk
©XPotential 2014
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