Product details

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Abstract

Started in 1895 by Daniel Swarovski, Swarovski International Holding AG was known for its precision cut crystal for fashion, jewellery, lighting, architecture and interiors. Over the years, Swarovski aimed at strengthening its ‘brand image and position’ in the luxury gemstone market. As part of that, the company promoted its brand through Facebook. Besides this, Swarovski partnered with Design Museum in London to create a repository of creative designing. Furthermore, Swarovski also collaborated with the David C Copley Center for Costume Design at the UCLA School of Theater, Film and Television (TFT). Swarovski also worked hard on R&D to launch products that meet with the latest trends in digital technology. Towards this end, in 2015, Swarovski joined hands with Misfit and launched Misfit Shine activity tracker under the brand name Swarovski Shine. Through the collaboration, Swarovski designed nine accessories collection which included watchbands, pendants and bracelets which were embedded with Swarovski crystals. The new collection of Swarovski Shine which had a large faceted crystal helped the customer to track and measure the calories burnt, walking steps, and sleeping patterns. The company also launched a user friendly Swarovski app. Despite the well designed growth plans, it remained to be seen whether Swarovski would be able to grab the high-end luxury market and entice the customers.
Location:
Other setting(s):
2015

About

Abstract

Started in 1895 by Daniel Swarovski, Swarovski International Holding AG was known for its precision cut crystal for fashion, jewellery, lighting, architecture and interiors. Over the years, Swarovski aimed at strengthening its ‘brand image and position’ in the luxury gemstone market. As part of that, the company promoted its brand through Facebook. Besides this, Swarovski partnered with Design Museum in London to create a repository of creative designing. Furthermore, Swarovski also collaborated with the David C Copley Center for Costume Design at the UCLA School of Theater, Film and Television (TFT). Swarovski also worked hard on R&D to launch products that meet with the latest trends in digital technology. Towards this end, in 2015, Swarovski joined hands with Misfit and launched Misfit Shine activity tracker under the brand name Swarovski Shine. Through the collaboration, Swarovski designed nine accessories collection which included watchbands, pendants and bracelets which were embedded with Swarovski crystals. The new collection of Swarovski Shine which had a large faceted crystal helped the customer to track and measure the calories burnt, walking steps, and sleeping patterns. The company also launched a user friendly Swarovski app. Despite the well designed growth plans, it remained to be seen whether Swarovski would be able to grab the high-end luxury market and entice the customers.

Settings

Location:
Other setting(s):
2015

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