Transcript of Design methodology OF SWAROVSKI CRYSTALS
- 1. ADITI RAJWAR ANKITA ROY AYUSHI DISHARI BASU SHREEMI SINGH
SURYANATH SUNNY FASHION COMMUNICATION-III NIFT,KOLKATA DESIGN
METHODOLOGY OF ACCESSORY DESIGN
- 2. A Diamond For Everyone.
- 3. FOUNDER Daniel Swarovski, 1895 INDUSTRY Fashion, Cut Glass
HEADQUARTER Wattens, Austria KEY PEOPLE Markus Langes-Swarovski,
Swartz Family Trust, Nadja Swarovski PRODUCTS Figurines, jewellery
and couture, home decor, chandeliers, loose crystal elements Markus
Langes-Swarovski (above); Swarovski store (left)
- 4. STARDUST BRACLETS WATCHES JEWELLERY SET BATHROOM ACCESSORIES
SUNGLASSES STATIONARIES PRODUCT RANGE
- 5. EVOLUTION OF THE BRAND LOGO Square Silver Crystal SC logo
(1976 - 1988) sCs/SCS logo (Swarovski Crystal Society 1987 -
present) Swan logo (1989 - present)
- 6. To capture the essence of the cool, contemporary woman
Beautiful, healthy and strong, she is in charge and can compete in
any way She is also fun and kind of humorous Celebrating the modern
woman To make Swarovski a benchmark for ethics and integrity BRAND
PHILOSOPHY
- 7. TARGET MARKET Females aged 20-30 years Young, educated and
employed professionals People who are either single, in a
relationship or engaged People looking for simple, everyday
jewellery that has a feel of luxury People gifting jewellery to
women Classical, sophisticated, business purpose jewellery for
women Main target market is fashion and jewellery
- 8. DESIGNING THE PRODUCTS In 2011, Bureau de style established
in Paris with overall responsibility for the design of the
Swarovski Fashion collection and the Swarovski Crystal Living
collection Experts forecast which trends will be most relevant for
Swarovski in the next two years. Based on the trends and design
themes, and of course on the Swarovski design language, designs are
made Specific design elements such as colors, forms, graphics,
specific cuts of crystal stones, and design details, easily
recognized as a Swarovski signature Provides high-level insight
into the expectations and preferences of the target markets
decision-making on future trends, product evolution, and
technological innovation Designing the Swarovski bracelets
- 9. ADVERTISEMENTS THEN (1988) NOW (2015)
- 10. RECENT ADVERTISMENTS
- 11. ADVERTISING MEDIA Fashion magazines like Vogue, Harpers
Bazaar and so on
- 12. Television commercials featuring the face of the brand,
Miranda Kerr Internet commercials
- 13. Crea ting a concept that stimulates and liberates
individual creativity General mood - A very feminine yet powerful
feeling is evoked by the ad. Colour scheme - Pastel coloured
flowers are used perfectly in contrast with the silver crystals and
black clothing. Nothing bright has been used in the images for the
crystals to shine on. Everything is either pastel or nude.
ADVERTISING DESIGN CONCEPT
- 14. Light - Appropriate light is shown in the advertisement
image. The light is seen coming from the left side because the
shadows are visible on the right side. So the contrast between
light and dark is also fine. Shapes - The shapes of the product are
very sporty and sturdy, in contrast to the soft flowing flowers
shown in the image. The crystals reflect the modern strong and
confident women whereas the floral composition shows the sensitive,
feminine, sensual and elegant nature of the same woman.
- 15. BRAND CAMPAIGNS Multichannel campaigns with the goal of
creating new consumer relationships Campaigns target young women
aged 18-34 Campaigns in major cities like New York, Hong Kong,
Paris
- 16. Global competitions and exclusive access to royal treatment
including, fashion, nightlife, music and culture Campaigns aim at
bringing the concept of glamour and luxury to a wide audience, not
just the rich
- 17. DIGITAL MEDIA Crystal Collection App gives access to the
whole catalog with its 15,000 loose crystals and another 400,000
forward-integrated elements. For individual consumers with refined
taste, a business to customer version is available on the iTunes
store which includes detailed information on single products in
addition to fashion trends and news. Customers in the top
international markets given the chance to unlock exclusive digital
experiences in their campaigns
- 18. In-store art exhibit in London stores designed with
contributions from social media fans Film series to give access to
the behind-the- scenes look at the inspiration, muse and face of
the campaigns Online contests Constantly update customers with
events and latest campaigns and collections
- 19. COLLABORATIONS Samsung Covers; Jimmy Choo shoes with
Swarovski elements; Loreal lipstick collection with Swarovski
elements; Casio watch studded with Swarovski crystals
- 20. (Anti- Clockwise from the top) Mercedes Benz car studded
with Swarovski crystals; LG curved HD TV with crystals; Victoria
Secrets studded with Swarovski elements
- 21. THANK YOU