Week 10 - Product Concept

Swarovki's Swan

          

     

       The major part in the success of any business or consumer product plays the ability of target market's ability to distinguish one product from another. Swarovkski's logo Swan will be an excellent example of that. It represents the company throughout the world and differentiates it from competitor's product. So what the story behind the Swan...

      All in all Swarovski had three logos throughout over hundred years of history. The very first logo Swarovski had was an edelweiss flower. It comes from the origin of the company or to be more exact, from the place it comes from. Swarovski was founded in Austria and according to the old German legend, the edelweiss flower is a symbol of love, bravery, strength, and dedication. It helped to build the company and distinguish its product from others. It is also known as "Flower of Emperors and Kings."   

       The second logo Swarovski used was S.A.L that stood for Swarovski America Ltd. In 1977 Swarovski besides cutting crystal started to make their own jewelry. The edelweiss flower was unrecognizable to then consumers at that time, so it was changed by S.A.L. Those letters were printed on the every piece of jewelry till 1988. That year of 1988 was a breaking point for the company. It created a logo that still represents the company all over the world. The Swan logo stands for elegance, style and beauty, things that describe perfectly the Swarovski label. The same things that can be used to describe the products from this amazing company. Now, Swarovski tends to phase out the swan in favor of simply the Swarovski name.

Packaging 

     

              Today, packaging is important not only for practical and promotional functions, but it can also guarantee that the real Swarovski product will be presented to a consumer. Being a very well known and successful company, Swarovski has many competitors that try to imitate its product. That's why it is very important for the company to make special packaging that will help to differentiate its product. The package is always sealed and well-branded. The newest Swarovski bulk packaging is sealed with an authenticated silver toned hologram saying "SWAROVSKI ELEMENTS." It also includes the certificate of authenticity. The color of the box is always blue with the Swan logo on it.