Primary Goals
The company aims to provide high quality jewellery, with finest and clearest stones, blending creativity and science, resumed in their well known Value Proposition, “a diamond for everyone”. While doing so, Swarovski is committed to becoming more sustainable, innovate both the crystal cutting techniques it is known for, and the overall Swarovski experience, without damaging the heritage and original view of the founder. (Swarovski Sustainability Report, 2019)
Vision
Swarovski aims to drive positive change, ensuring consumers they are contributing to a better world by supporting the brand. (Swarovski Sustainability Report, 2019)
Moreover, the company focuses on creative rebranding, to ensure constant innovation according to the fast-changing world, while preserving the core and original vision. Hence, Swarovski strives to improve its Business Model in key areas that allow for digital interpretation, such as introducing more online channels and features to interact with customers.
Strategic Direction
Swarovski is commited to support sustainable innovation, conscious design, fair partnerships and women’s empowerment. (Swarovski Sustainability Report, 2019)
The brand has also been reinterpreted by a new Creative Director, who aims to showcase Swarovski’s commitment to their values and accentuate their ability to adapt to changes. Therefore, the new direction “head on, poised to take flight” (Giovanna Engelbert, Creative Director Swarovski), was firstly introduced by redesigning their logo, a powerful way of showcasing their devotion and professionalism regarding the strategic direction.
“Revolutionizing the way we do retail is about bringing the online experience to the offline stores and vice-versa, with amazing programmes and powerful technologies such as click & collect, click & reserve, AR try on tools, clientele tablets, user experience, brand experience, and so on. All of this is to ensure our consumers are aware, engaged, and closer to our brand.” (Michele Molon, EVP omni-channel and commercial operations, Swarovski, Beyond Retail Industry, 2020)
SWAROVSKI Logo
Recently, in 2021, Swarovski has redesigned its well-known swan logo, representing eternal love and beauty, mirrored through the love for crystals.
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Old Logo:
New Logo:
The new logo represents a careful strategic redirection, refreshing the iconic brand through the filter of “Wonderlab”, the new concept blending science and elegance. Therefore, the new logo represents Swarovski's
commitment to innovation, reinforcing their “pride for heritage as well as its vision for the future”. (Giovanna Engelbert, Creative Director, Swarovski)
Business Model Canvas
