Swarovski-Marketing

Swarovski is a jewelry company I have been familiar with for about a decade or so. The brand features a strong presence on multiple social media platforms including Twitter, Instagram, and Facebook. They primarily feature promotional posts on their various pages, as long as photos of celebrities or designer houses who have borrowed Swarovski jewels for various events or photo shoots. They also engage in print advertising via newspapers and women's fashion magazines, as well as bus ads, which I noticed while walking downtown in Chicago. I think that their target audience is women starting in their late teens, and extends beyond into adulthood. Given that their prospective audience may have a varying degree of familiarity with social media, their PR tactic to advertise across newer and more traditional forms of advertisement seems to be effective in garnering the attention of their intended customers. A young adult woman who actively uses Instagram may come across their brand that way, while someone older who is not as active on social media may see a photo in a magazine or newspaper. I think that they are also effective in that they curtail their ads to coincide with various holidays and that they often feature recognizable celebrities who immediately grab the attention of a prospective viewer. For example, the bus ad I recently saw featured a popular fashion blogger I'm familiar with, Chiara Ferragni, alongside her mother in a campaign in ode to mother's day. I was walking with my mom at the time and we both reacted in a positive light to the photo, which inspired me to pursue the company website later that day. With all that being said, I think that as of right now the company is highly effective in all facets of its advertising endeavors.

Comments

  1. UnknownMay 15, 2018 at 4:25 PM

    Great observation of Swarovski's marketing strategies. I agree that their target audience is the young adult through to older adult woman. I have been a patron of their jewelry for many years because they portray the product in such a luxurious and classy way that you are drawn in and 'want' to wear it. In addition to celebrities, they get marketing from other outlets like retail stores that also sell their pieces i.e. Macy's. Macy's will feature their jewelry during special sales and promotions which provides additional marketing and exposure for Swarovski. They gain exposure to potentially new customers that may be loyal Macy's customers who may then become loyal to Swarovski because it is affiliated with their favorite store or the strong brand of Macy's or other retailers.

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