By Jessie L. Wetzbarger

The Life of an Icon

The Store Although beautiful,

currently lacks femininity

The combination of lighting and cabinetry color does not allow the customer to see what they are purchasing in true color.

Some stores such as the Southcenter location lack a “wow” factor that attracts customers in to see more.

Southcenter Location

Larger Store in Japan

The Current ExperienceThe current store design is more inclined to attract male professionals or coupleslooking to expand their Swarovski Figurine collections.

A broadened Clientele: Celebrity sells to the youth nowadays. When teens see a trend, they are quick to emulate their favorite celebrities. This is what willsell the Swarovski name for generations to come.

The Fantasy of SwarovskiFantasy draws clients in by giving them the illusion theytoo, can own a part of the Fantasy.

Swarovski stands for traditionThe tradition of making exquisite figurines will continue but will be exposed to a greater audience.

The Beauty of Swarovski

The Beauty of Swarovski transcends many different price points. This is important in rebuilding the client base.

The Beauty of SwarovskiSwarovski could expand their line to include clothing, shoes,perfume and pet items. These are the sort of things that attract the younger consumers.

The Competition

More Expensive

Less Expensive

Quality Low

Quality High

Tiffany's

Swarovski

Claire's

Nordstrom

Macy's

JC Penny's

H & M

By selling small jewelry items to large ornate tiaras or necklaces, Swarovski captures a broad base that likely have shopping habits which include these retailers.

Where are their customers shopping?

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The New Logo

The Original Swan

The Swan was doubled twice then additional decoration was added to give it a Baroque feel.

New Packaging

European shopping bags with a green rope handle and white boxes with green lids and black ribbon will be the new design.

The “WOW” factor

The “wow factor” of the new Swarovski store uses long crystal chandeliers to grab the customer as they pass by.

Mirrors in the restroom, VIP area and throughout the space will have a definite Baroque feel to them. Above the VIP chairs, there will be LED Swarovski branches for visual appeal. The overall feel of the space is clean but not sterile.

The Design

Carerra white marble and Alkemi surfaces add to the interior drama.

The Design

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Black hands and busts will hold the jewelry. Velvet laid out in display fixtures will set off the jewelry.

The Design

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Curved Wall Interior

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VIP Area

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Front Facade

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Side Facade

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Outdoor Seating

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The Customer Journey...