Effects Of Luxury Fashion From Swarovski Toward Social Identity Literature Review

Length: 39 pages Sources: 45 Subject: Business - Advertising Type: Literature Review Paper: #78278422 Related Topics: Social Identity, Celebrity, Necklace, Self Identity
Excerpt from Literature Review :

Swarovski & Luxury Fashion

Experiential Marketing

Use of 360 Degree Marketing by Swarovski

Merits of Experiential Marketing

Three Ds of Experiential Marketing

Strategic Experience

Swarovski: A Transition from Traditional Marketing to Experiential Marketing

Emotional Brand Attachment

Brand Identity


Brand Luxury

Brand Attachment

Brand experience

Brand Prestige

Importance of Social Media for Luxury Brand

Translation of Unique Brand Elements to Social Platforms

Adapt Business Practices to the Online Business Model

Swarovski is a leading name when it comes to global luxury brands. It has managed to rise above its actual self and makes its customer perceive it as an actual personality. The marketing techniques used by it have made it operate differently than the other luxury brands and that makes it a prime choice of fashion lovers globally. Its use of experiential marketing, social media and exploitation of customer's brand attachment has made it attract and retain customers from all fields of life.

Swarovski is personified as a superficial self which is all charismatic, luxurious, and stylish and chick. Innovation with style is what Swarovski stands for. Similarly, when the customer wants to be seen, shine out or feel like a celebrity, Swarovski would be the ultimate choice of the consumer. The purpose of this literature review is to understand how new marketing concepts are integrated by Swarovski into its marketing and business development strategies. For this purpose, the luxury brand has been studied with reference to experiential marketing for understanding brand attachment so that a relationship between the identity of the user and brand experience can be established, which is the fundamental concept behind brand attachment. The basic idea of brand self is based on few major marketing concepts such as identity expression, self-concept, brand-luxury, brand attachment and brand experience.

Considering the example of Swarovski, one can visualize how the brand has put up a claim of glittering and illuminating the lives of its consumers with luxury and how its products are acting as a live definition of it. Where crystals are becoming synonymous with the name of Swarovski, more or less every product presents the same notion. Although few critiques claim that this has bring monotony to the portfolio of Swarovski. In order to combat that, the brand has integrated innovation of high quality into its product giving it a name and character of a highly luxurious brand.

Swarovski' presence over social media shows that the marketing management of this brand is up-to-date. It claims to provide its customer with a chance to live like a celebrity. Other than just the brand, it also focuses on maintaining a customer relationship which provokes its representatives, managers, and consultants to make the customers feel the luxury attached to this brand. For this purpose, the organization allows its employees to operate in a similar setting so that they can deliver the actual experience to their customers.

Considering the current portfolio of Swarovski, one can understand the merits that experiential marketing has to offer. Since the main idea is to engage the customer into an experience which involves a degree of rationality and logic paired with emotional desires. Satisfaction attained at both the areas allows the customer to become loyal to the brand. The merits offered by this marketing strategy involves giving new life, perception or name to a dying brand, introducing innovation into existing one, making a corporation or a brand known by a certain perception, to provide differentiation and have an edge over the competitors offering homogeneous products.

Swarovski allows its consumer to differentiate from those who use other items offering similar utility making consumer mirror the image projected by it which stands for exclusivity and glamour. A distinguished brand identity makes addition to the self-concept of the consumer respecting the consumer's desire of covetousness and


In the success of Swarovski, we cannot forget the impact of social media forces. It is the power borne by the entertainment world which affects the minds of today's consumer making him / her aspire for the same look as the famous singer or actor.

In relation to providing a brand experience, Swarovski has moved from mere show piece and jewelry manufacturer over time to a complete definition of fashion. It has ventured into apparels, sun-glasses, men accessories, and everything that defines fashion and luxury. This is the reason why a buyer prefers buying Swarovski since it makes them feel the prestige that is associated to this brand and also satisfies every aspect of their desires. Be it a home utility like a candle stand or a fashion accessory like a crystal necklace, Swarovski is the choice that a consumer will make. Since brand attachment is a notion based on the experience of the customers and the persona developed with the product, Swarovski manages to promise an outlook with makes it bearer stands distinguished as compared to the users of other brands.


Swarovski is considered as a brand with a rich history and cultural background which has enchanted the world with its innovation and glitter. Started with mere fashion accessories range around a century back, the brand has managed to capture the audience of the fashion world all across the globe. Be the celebrities or simple fashion lovers from upper-middle social class, there are many who are addicted to the shine offered by this brand. The brand is an ideal case study for other luxury brands having historical backgrounds since it has evolved over time and has shown remarkable adaptations to the changes taken place globally. Through its innovative marketing and change in overall paradigm, it has taken an opportunity to utilize its established goodwill and has provided its customers a memorable experience which only comes after getting attached to Swarovski. The company has shown an adherence to a relatively new marketing concept called experiential marketing and has utilized the opportunities offered by today's robust social media and already prevailing emotional attachment of its loyal customers to this brand.

Swarovski is not just a brand name; its whole personality and a lifestyle offered by the crystalline world. It has revolutionized the dreams of many all across the globe. Where many of us used to wish that we could use the branded accessories, now we wish to shine off with the Swarovski. Founded in 1895, the brand has integrated revolution and innovation in the living style of many. Swarovski appears to be an advocate of customer-driven approach as it has managed to offer a complete life style ranging from fashion accessories to home utilities, all offering functionality with style.

Swarovski has developed a specialty of using crystals in redefining the usual fashion and household products. Usage of crystal is the main attraction of this brand. It is an important fact to note that Swarovski has a special crystal development methodology patented by it. The process, through which crystals are made and integrate into tiny shiny reflection of sun, is the whole foundation of this glittery world of Swarovski.

Where the brand itself has distinguished characteristics, it further relates to the customers desire of being distinguished and develop into an illuminating model exhibiting panache. This is the reason why many celebrities are associated to it. Furthermore, the brand has managed to exploit social media and online technologies to its fullest in order to ensure maximum penetration into customer's segments. Where there are sexy and chick stores scattered all across the globe ensuring that they are in the access of major customers who wish to visit, touch and feel the brand, it also offers accessibility through Facebook, Twitter, individual website entailing its products for those who wish to save their time or probably do not have an access to the stores.

Interestingly, there are various other forums which offer selling / buying services for the retired or used Swarovski products. Even the crystals used by it, are the main commodity which is being bought and sold online. It is also a major source of attraction for designers all across the world. There are also forums which illustrate how to take care of Swarovski products giving it a character of a luxury coupled with prestige. The whole persona reflected by this brand is based on one notion, "pampering the customers with style." This is the reason why the customer feels to be well-taken care of, by the brand and develops an urge of relating to it.

The brand enjoys its relativity to the crystal hood. In fact, it is considered as synonymous to it. Swarovski has benefited greatly by relating itself to this realm. Due to after-sales service, which is unlike other products, it has managed to acquire the trust of its customers as they believe that there investment in such high profile product is well-protected. Furthermore, it keeps on bring out up-beat limited editions which ensure that it meets the present demands of the customers. Entry to other segments such as perfumes, apparels, bags etc. makes it a go-to forum where all the cells of the customers' body get to feel the finesse offered by…

Sources Used in Documents:


Abrahams, R.D. 1986, 'Ordinary and Extraordinary Experience', in Turner, V.W. And Bruner, E.M. eds. The Anthropology of Experience, pp. 45-73. Urbana, University of Illinois Press.

Addis, M. And Holbrook, M.B. 2001, 'On the Conceptual Link between Mass Customisation and Experiential Consumption: An Explosion of Subjectivity', Journal of Consumer Behaviour, 1-1: 50-66.

Arnould, E. And Price, L. 1993 'River Magic: Extraordinary Experience and the Extended Service Encounter', Journal of Consumer Research, 20, pp. 24-45.

Arnould, E., Price, L. And Zinkhan, G. 2002, Consumers. New York, McGraw-Hill.

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