1. 1. ADITI RAJWAR ANKITA ROY AYUSHI DISHARI BASU SHREEMI SINGH SURYANATH SUNNY FASHION COMMUNICATION-III NIFT,KOLKATA DESIGN METHODOLOGY OF ACCESSORY DESIGN
2. 2. A Diamond For Everyone.
3. 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. 4. STARDUST BRACLETS WATCHES JEWELLERY SET BATHROOM ACCESSORIES SUNGLASSES STATIONARIES PRODUCT RANGE
5. 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. 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. 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. 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. 9. ADVERTISEMENTS THEN (1988) NOW (2015)
10. 10. RECENT ADVERTISMENTS
11. 11. ADVERTISING MEDIA Fashion magazines like Vogue, Harpers Bazaar and so on
12. 12. Television commercials featuring the face of the brand, Miranda Kerr Internet commercials
13. 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. 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. 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. 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. 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. 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. 19. COLLABORATIONS Samsung Covers; Jimmy Choo shoes with Swarovski elements; Loreal lipstick collection with Swarovski elements; Casio watch studded with Swarovski crystals
20. 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. 21. THANK YOU