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 Marketing Mix 5 Positioning 6 Services 7 Target Consumer 8 CBBE Pyramid 9 SWOT analysis 10 Competitors 11 Recommendation 12 References
1. HISTORY:
1882 Daniel Swarovski (1862-1956) invents a revolutionary machine that allows crystals to be cut more precisely than with existing manual methods.
1895 Daniel Swarovski founds the company in Wattens, Tyrol, with the vision of bringing joy to people through crystal. His guiding principle is still followed by the company today: “To constantly improve what is good.”
1949 SWAROVSKI OPTIK is founded, and goes on to become a leading manufacturer of precision optical instruments for hunting and nature observation (binoculars, telescopes, rifle scopes, range finders, and night vision and optronic devices).
1956 The first Swarovski crystals for chandeliers and lighting are launched, and in 1977 are registered under the STRASS Swarovski Crystal name. Today they adorn classical chandeliers, suche as those in the Palace of Versailles and the Metropolitan Opera, New York, as well as more modern lights. Swarovski starts to manufacture precision-cut gemstones.
2002 Swarovski develops Crystal Fabric: countless tiny crystals create a delicate shimmer over a variety of materials.
2003 In conjuction with leading fashion and jewelry designers, “Runway Rocks” is founded - a collection of unique jewelry pieces featuring crystal for the catwalk, showcasing design and innovation
2009 At the “Baselword” watch and jewerly exhibition, Swarovski launches its first watch collection.
2. CONCEPT
More than a century ago, Daniel Swarovski, its founder, once said “A diamond of everyone" that sparkles everyone's lives, Swarovski today has been thriving for the best to serve its customers, being one of the
Group G. Members:
Truong Anh Bao Nguyen
Yunkyung Choo
Lilit Nagapetyan
CONTENT: 1 History 2 Concept 3 Brand Strategy 4 Marketing Mix 5 Positioning 6 Services 7 Target Consumer 8 CBBE Pyramid 9 SWOT analysis 10 Competitors 11 Recommendation 12 References
1. HISTORY:
1882 Daniel Swarovski (1862-1956) invents a revolutionary machine that allows crystals to be cut more precisely than with existing manual methods.
1895 Daniel Swarovski founds the company in Wattens, Tyrol, with the vision of bringing joy to people through crystal. His guiding principle is still followed by the company today: “To constantly improve what is good.”
1949 SWAROVSKI OPTIK is founded, and goes on to become a leading manufacturer of precision optical instruments for hunting and nature observation (binoculars, telescopes, rifle scopes, range finders, and night vision and optronic devices).
1956 The first Swarovski crystals for chandeliers and lighting are launched, and in 1977 are registered under the STRASS Swarovski Crystal name. Today they adorn classical chandeliers, suche as those in the Palace of Versailles and the Metropolitan Opera, New York, as well as more modern lights. Swarovski starts to manufacture precision-cut gemstones.
2002 Swarovski develops Crystal Fabric: countless tiny crystals create a delicate shimmer over a variety of materials.
2003 In conjuction with leading fashion and jewelry designers, “Runway Rocks” is founded - a collection of unique jewelry pieces featuring crystal for the catwalk, showcasing design and innovation
2009 At the “Baselword” watch and jewerly exhibition, Swarovski launches its first watch collection.
2. CONCEPT
More than a century ago, Daniel Swarovski, its founder, once said “A diamond of everyone" that sparkles everyone's lives, Swarovski today has been thriving for the best to serve its customers, being one of the
References: 1. HISTORY: 1882 Daniel Swarovski (1862-1956) invents a revolutionary machine that allows crystals to be cut more precisely than with existing manual methods.