THESE SLIDE SHOW DESIGN METHODOLOGY OF SWAROVSKI CRYSTAL'S LOGO AND ADVERTISEMENTS,BRAND PHILOSOPHY AND CONCEPT BEHIND THE BRAND.

1. ADITI RAJWAR
ANKITA ROY
AYUSHI
DISHARI BASU
SHREEMI SINGH
SURYANATH SUNNY
FASHION COMMUNICATION-III
NIFT,KOLKATA
DESIGN METHODOLOGY OF ACCESSORY DESIGN

2. “A Diamond For Everyone.”

3. FOUNDER Daniel Swarovski, 1895
INDUSTRY Fashion, Cut Glass
HEADQUARTER Wattens, Austria
KEY PEOPLE Markus Langes-Swarovski, Swartz Family
Trust, Nadja Swarovski
PRODUCTS Figurines, jewellery and couture, home decor,
chandeliers, loose crystal elements
Markus Langes-Swarovski (above); Swarovski store (left)

4. STARDUST
BRACLETS
WATCHES
JEWELLERY
SET
BATHROOM
ACCESSORIES
SUNGLASSES
STATIONARIES
PRODUCT RANGE

5. EVOLUTION OF THE BRAND LOGO
Square Silver Crystal
SC logo (1976 - 1988)
sCs/SCS logo (Swarovski
Crystal Society 1987 - present)
Swan logo (1989 - present)

6. • To capture the essence of the cool, contemporary
woman
• Beautiful, healthy and strong, she is in charge and can
compete in any way
• She is also fun and kind of humorous
• Celebrating the modern woman
• To make Swarovski a benchmark for ethics and
integrity
BRAND PHILOSOPHY

7. TARGET MARKET
• Females aged 20-30 years
• Young, educated and employed professionals
• People who are either single, in a relationship or engaged
• People looking for simple, everyday jewellery that has a feel of luxury
• People gifting jewellery to women
• Classical, sophisticated, business purpose jewellery for women
• Main target market is fashion and jewellery

8. DESIGNING THE PRODUCTS
• In 2011, Bureau de style established in Paris
with overall responsibility for the design of the
Swarovski Fashion collection and the Swarovski
Crystal Living collection
• Experts forecast which trends will be most
relevant for Swarovski in the next two years.
Based on the trends and design themes, and
of course on the Swarovski design language,
designs are made
• Specific design elements such as colors, forms,
graphics, specific cuts of crystal stones, and
design details, easily recognized as a
Swarovski signature
• Provides high-level insight into the
expectations and preferences of the target
markets – decision-making on future trends,
product evolution, and technological
innovation
Designing the Swarovski bracelets

10. ADVERTISEMENTS
THEN
(1988)
NOW
(2015)

11. RECENT ADVERTISMENTS

12. ADVERTISING MEDIA
• Fashion magazines
like Vogue, Harper’s
Bazaar and so on

13. • Television commercials featuring the face of the brand, Miranda Kerr
• Internet commercials

14. • Crea ting a concept that stimulates and liberates individual creativity
• General mood - A very feminine yet powerful feeling is evoked by the ad.
• Colour scheme - Pastel coloured flowers are used perfectly in contrast
with the silver crystals and black clothing. Nothing bright has been used
in the images for the crystals to shine on. Everything is either pastel or
nude.
ADVERTISING DESIGN CONCEPT

15. • Light - Appropriate light is shown in the
advertisement image. The light is seen coming from
the left side because the shadows are visible on the
right side. So the contrast between light and dark is
also fine.
• Shapes - The shapes of the product are very sporty
and sturdy, in contrast to the soft flowing flowers
shown in the image. The crystals reflect the modern
strong and confident women whereas the floral
composition shows the sensitive, feminine, sensual
and elegant nature of the same woman.

16. BRAND CAMPAIGNS
• Multichannel campaigns with the goal of creating new consumer
relationships
• Campaigns target young women aged 18-34
• Campaigns in major cities like New York, Hong Kong, Paris

17. • Global competitions and exclusive access to royal treatment
including, fashion, nightlife, music and culture
• Campaigns aim at bringing the concept of glamour and luxury
to a wide audience, not just the rich

18. DIGITAL MEDIA
• Crystal Collection App gives access to the whole catalog with its 15,000 loose
crystals and another 400,000 forward-integrated elements.
• For individual consumers with refined taste, a business to customer version is
available on the iTunes store which includes detailed information on single
products in addition to fashion trends and news.
• Customers in the top international markets given
the chance to unlock exclusive digital
experiences in their campaigns

19. • In-store art exhibit in London stores designed with contributions
from social media fans
• Film series to give access to the behind-the- scenes look at the
inspiration, muse and face of the campaigns
• Online contests
• Constantly update customers with events and latest
campaigns and collections

20. COLLABORATIONS
Samsung Covers; Jimmy Choo
shoes with Swarovski
elements; Loreal lipstick
collection with Swarovski
elements; Casio watch studded
with Swarovski crystals

21. (Anti- Clockwise from the top)
Mercedes Benz car studded with
Swarovski crystals; LG curved HD
TV with crystals; Victoria Secret’s
studded with Swarovski elements

22. THANK YOU