SWAROVSKI

Channel ManagementPresentation on

GROUP FLaura Fee HahnefeldtJavier Fernandez Gil

Ananya JainMarine LavalImre Szapary

Géraldine Willame

i.i.

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

ii.

PositioningBRAND

For middle class women, from 17 to 71years old, that desire luxury & glamourfor themselves or to give as a present,

Swarovski is a brand of affordableluxury jewelry, which enhances women´s self-perception by inspiring awe andwonder thanks to its strong innovation,

quality and mystery around it, andadapting the jewels to the markets in

which they operate while keeping themfashionable.

1.

Target Segment

Fashion orientedMiddle to Upper class

17 to 71 years oldLuxury products

Fashion orientedMiddle to Upper classFrom 17 to 40 years oldAppealing products

2.

R E T A I LF O R M A T

2,560 storesworldwide

1,195 licensed

Own stores and licensed ones Travel retail stores (airports)Flagship boutiquesSmaller stores at departmentstoresWebsite

VARIETY OF CHANNELS 

3.

SustainableCompetitive 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.

Type ofmerchandise

JewelleryAccessoriesWatchesFigurinesArchitectural and Interior design Lightings

Collaboration with well-known designers (e.g. Victor& Rolf) and partnership with companies (e.g.Disney)

5.

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 ofAssortment

6.

ServicesOffered

Sales Consultant Guarantee Service Centers

7.

Prices Price range in store: 29€ to1300€Chefs d’oeuvres up to 17995€Most prices however in range30€ to 200€Psychological pricing with 9€and 99€

8.

Prime high frequency locations on mainshopping streets, malls, airports and nearcasinos Vicinity of brands positioned in themiddle to upper retail segment In Madrid, near Pandora and Folli Follie

Store site location strategy

9.

Make products appealingBright lightingCustomer go around feeling amazed

Store design objectives

1. Windows2. Layout: harmony, minimalistic, lighting3. Customer path > excitement4. Consultant

10.

Few items at the entry levelMore space in the front of the storeVitrines at hip level in the middle of thestore for most tried and bought itemsAlong the walls higher vitrines for morespecial products by categorySome mirrors on wallsCashiers in the front of the Swarovski logo

Space Management

11.

Ideal Swarovski Store Layouthttp://media.swarovski.com/pdf/licensedboutique.pdf

Luxury store atmosphereMinimalisticCrystal themedGreat lighting on productsQuiet atmosphereVitrines to make the products stand outand be seen in their best light

Visual Merchandise and atmosphere

12.

RECOMMENDATIONS- Increase prices against its competitors

- Theme of the store to be changedoften to keep the customerinterested

- Set apart themselves from the rest indepartmental stores

13.

iii.

QUESTION & ANSWER