We did a thorough research on Swarovski and its store format for the Channel Management Class. We even tried making a few suggestions

1. SWAROVSKI
Channel Management
Presentation on
GROUP F
Laura Fee Hahnefeldt
Javier Fernandez Gil
Ananya Jain
Marine Laval
Imre Szapary
Géraldine Willame
i.
i.

2. AGENDA
- Brand Positioning
- Retail Strategy
- Retail Characteristics
- Store Site Location & Design
- Recommendation
ii.

3. Positioning
BRAND
For middle class women, from 17 to 71
years old, that desire luxury & glamour
for themselves or to give as a present,
Swarovski is a brand of affordable
luxury jewelry, which enhances women
´s self-perception by inspiring awe and
wonder thanks to its strong innovation,
quality and mystery around it, and
adapting the jewels to the markets in
which they operate while keeping them
fashionable.
1.

4. Target Segment
Fashion oriented
Middle to Upper class
17 to 71 years old
Luxury products
Fashion oriented
Middle to Upper class
From 17 to 40 years old
Appealing products
2.

5. R E T A I L
F O R M A T
2,560 stores
worldwide
1,195 licensed
Own stores and licensed ones
Travel retail stores (airports)
Flagship boutiques
Smaller stores at department
stores
Website
VARIETY OF CHANNELS
3.

6. Sustainable
Competitive Advantage
Point of Differentiation
Competitive Advantage
- Higher quality crystals
- Abundance of crystals in almost every
product
- Atmosphere in stores created by all the
crystals shining
- Brand Name
- Secret crystal cutting machine and way of
crafting the crystals
- Fast adaptation to new trends
- Assortment of the crystal4.

7. Type of
merchandise
Jewellery
Accessories
Watches
Figurines
Architectural and Interior design Lightings
Collaboration with well-known designers (e.g. Victor
& Rolf) and partnership with companies (e.g.Disney)
5.

8. Necklaces and bracelets:
Earrings and rings:
Accessories:
Figurines:
Watches:
Exclusive products SCS:
vitrines in the middle & wall
two vitrines
one vitrine
one vitrine
one vitrine
one vitrine
Variety of
Assortment
6.

9. Services
Offered
Sales Consultant Guarantee Service Centers
7.

10. Prices Price range in store: 29€ to
1300€
Chefs d’oeuvres up to 17995€
Most prices however in range
30€ to 200€
Psychological pricing with 9€
and 99€
8.

11. Prime high frequency locations on main
shopping streets, malls, airports and near
casinos
Vicinity of brands positioned in the
middle to upper retail segment
In Madrid, near Pandora and Folli Follie
Store site location strategy
9.

12. Make products appealing
Bright lighting
Customer go around feeling amazed
Store design objectives
1. Windows
2. Layout: harmony, minimalistic, lighting
3. Customer path > excitement
4. Consultant
10.

13. Few items at the entry level
More space in the front of the store
Vitrines at hip level in the middle of the
store for most tried and bought items
Along the walls higher vitrines for more
special products by category
Some mirrors on walls
Cashiers in the front of the Swarovski logo
Space Management
11.

14. Ideal Swarovski Store Layout
http://media.swarovski.com/pdf/licensedboutique.pdf

15. Luxury store atmosphere
Minimalistic
Crystal themed
Great lighting on products
Quiet atmosphere
Vitrines to make the products stand out
and be seen in their best light
Visual Merchandise and atmosphere
12.

16. RECOMMENDATIONS
- Increase prices against its competitors
- Theme of the store to be changed
often to keep the customer
interested
- Set apart themselves from the rest in
departmental stores
13.

17. iii.
QUESTION
& ANSWER