Christmas is just around the corner which means one thing, businesses across the globe are scrambling to make last-minute sales and inspire people to purchase their goods or services.
Retail companies such as Chanel, Cartier and Swarovski are all in the ideal position at Christmas time as they know that the perfect gift for a loved one is jewellery. Swarovski is one of the many luxury brands that remains popular, as it continues to inspire people and encourage them to make a purchase.
Swarovski was founded in 1895 by Daniel Swarovski in Wattens, Austria. The company is primarily known for its stunning crystal jewellery including bracelets, watches, earrings and necklaces; however it also produces figurines, ornaments and fashion accessories. Further to the above, Swarovski also works with high-end optics such as telescopes.
So what marketing lessons can we learn from this impressive, global luxury brand? Read on to discover more…
Innovate
Swarovski is loved and admired across the globe for its exceptional designs, attention to detail and unique product offering. Each and every one of its items tells a story and the company has continually innovated over the years to expand its product offering and appeal to an ever-growing market.
Swarovski started out as a mere crystal producer with crystal glass sculptures and miniatures such as horses and swans. However, it soon became an international name that is synonymous with luxury, quickly expanding into the jewellery and couture field thanks to its fantastic marketing tactics and long-term tactics.
Traditionally, its crystal items appealed to the middle-aged market, however today, the brand designs an expansive line of jewellery items including pendants, charms, rings, handbags, pens, smartphone cases and much more. By introducing a diversified product offering and capitalising on its in-depth knowledge of crystal manufacturing, Swarovski was able to target a much broader audience, including the younger generation.
Collaborate
In order to become synonymous with luxury, the brand associated itself with powerhouses including Chanel, Christian Dior and Versace. It also collaborated with emerging designers such as Christopher Kane, Rodarte and Jason Wu, thus exposing it to the fashion industry and enabling it to grow into a leading fashion brand.
Further to the above, the brand has partnered with high-profile Australian model, Miranda Kerr. Swarovski chose Miranda Kerr to endorse their brand as they believe she embodies everything about the Swarovski woman – successful, feminine, beautiful, fashionable and modern. Her collaboration with Swarovski has proven incredibly successful, helping to modernise the Swarovski name and launch it into the limelight.
Maintain Tradition
Though Swarovski can certainly be described as an innovative and collaborative brand, it also maintains tradition. It understands what works best and sticks to those practices. For instance, although it has an online presence where people can purchase items through the internet, the vast majority of Swarovski’s clientele prefer to shop in-store. As such, Swarovski maintains a great deal of emphasis on the visual appeal of its stores whilst ensuring that all employees are helpful, accommodating and polite.
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