Week 15 - Retailing

     Swarovski is present on the market not only in United States but all over the world.  Swarovski's global retail operation comprises more than 1700 stores in 120 countries. There are more than 230 retail stores in the United States. New York City has 21 locations either in a speciality store format or as a part of department stores like Macy's, Lord and Tailor or part of Columbus Circle Shopping Mall. Lately, Swarovski can be seen in Jefferson Kennedy airport and casinos like the Venetian Las Vegas Resort Hotel Casino. Swarovski stores can be very glamorous or approachable in a sense of decor. For example, Swarovski in Rockefeller center is a good example of unique, high profile store with gorgeous chandelier and crystal wall.

     I visited Swarovski's store in Columbus Circle Mall that is located on 59th street by Central Park. The store's physical appearance lures eveyone's attention with its dim lights, sparkling crystals and dark blue background. I have been to many Swarovski's stores but this one in particular is one of my favorite. It always has very attentive customer service with knowledgeable stuff.  They always look appealing and approachable in black suits and Swarovski's jewellery on. Another thing that brings me always back is the product placement. Affordable jewellery is located on the stands where it's allowed to have a close look at the product, touch it and try it on. The more expensive pieces of jewellery are in the glass cases where they sparkle and bring many curious customers. Unfortunately, the store manager didn't allow me to take pictures inside so I just have a photo of the store from the outside.
    As  far as the location the store has, Columbus Circle is perfect for Swarovski. Being in the center of Midtown it brings many new yorkers for upscale shopping providing clean and modern facility.  From the other hand, many tourist can be seen in Columbus Circle because of the close location to the Central Park. It creates traffic that retailers want and increases sales numbers.



                                                                           

       Swarovski store is like many other retailers offers membership cards. After a purchase, a sale representative invites to be a part of Crystal Society. The entry fee is $50 and it is tax free because 10% of it goes to the Water Schools in China and India, where children learn how to preserve water. A person who decides to participate  in this program gets a big crystal stone and benefits like birthday presents and free catalogs every month with recent news about Swarovski. After certain years of being a member, he gets a privilege to get rare Swarovski's crystal editions for free. Now Swarovski also offers $25 gift card voucher for any in-purchase during the month of November at Columbus Circle location. It also supports breast cancer by giving 10% of the sales from the Breast Cancer Awareness Collection to The Libby Ross Breast Cancer Foundation.