Swarovski's Crystals


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Case Details:

Case Code : BSTA124
Case Length : 10 Pages
Period : -
Organization : -
Pub Date : 2005
Teaching Note :Not Available
Countries : Austria
Industry : -

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Swarovski Origins

Daniel Swarovski who founded Swarovskis in 1895, hailed from northern Bohemia. In 1895, he invented an electrically-powered crystal cutting machine which had a tremendous impact on the jewellery and fashion industries, in part because it introduced mass production of the light-reflecting crystal, which, until then, had to be cut by hand...

Marketing

Swarovski was among the best-known Austrian export items around the world. The graceful crystal swan, which was the Swarovski logo, had become famous along with Swarovski glasses, vases, goblets, trinkets, buttons, decorations, costume jewelry, and intricately carved little animal figures...

Rebranding

Nadja, 33 years old, a sixth generation member of the Swarovski family, grew up in Austria. Nadja had started her career by working in art galleries. She then moved on to public relations for luxury goods makers in New York. She, however, wanted a place of her own in the family enterprise. She joined in Hong Kong in the sales and distribution unit...

The Road Ahead

In the U.S., where Swarovski had sold jewellery through department stores, it wanted to continue with more lines and more giftware sold through the stand-alone retail stores. The bad news for Nadja however was that these stores would continue to have her dreaded "animals." Meanwhile, Nadja was given a financial budget of around $6 million a year...

Exhibits

Exhibit 1: Daniel Swarovski, Founder
Exhibit 2: Logo of Swarovski
Exhibit 3: Swarovski crystal
Exhibit 4: The World's First Postage Stamp with a Crystal
Exhibit 5: Rockefeller Crystal Star
Exhibit 6: Swarovski Crystal for the Automobile Future
Exhibit 7: Asia-Pacific Apparel & Textiles Market Value Forecast: 2003-2008


 

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