swarovski - channel management - group f sms1
TRANSCRIPT
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