Swarovski's major target market is a female population of differnet age from various countries. The main thing that unites those women is love for the crystal, Swarovski's design and innovation. Women of different age have different needs. Those needs can be defined by interests, cultural background, social and economic roles played by them. All the above has the influence on their buying decision. For example, if a woman likes a charming bracelets, Swarovski has 6 different sections to chose from: love, childhood, glamour, nature, occasions, treasures. This variety gives a consumer to make a purchasing decision depending on her age, lifestyle and personality.
Another way how Swarovski gains a customer is using life-changing events. Wedding is a very good example of it. Swarovski created Crystal Wedding Cake, Flirting Swans, Wedding Bells and etc. to give a little sparkle for the event. Most of the couples get very creative during wedding preparation, so Swarovski is giving them a chance. It uses one of the human senses-sight. Nobody can resist the beatiful sparkle of the crystals and Swarovski creates a fantacy that captures the attention of pre-wedding audience. Swarovski established itself as a brand from consumer's believes by giving them unique product, excellent customer service and affordable prices. In 2009 when the world was struck by economic crisis, most of the expansive watch makers had lost in sales. Swarovski with already established brand name decided to change consumer's attitude toward watch prices. It creates good quality watches with a logo "new affordable luxury" and supplies demanding customers. Swarovski relies on the consumer's postpurchase behavior by selling a product that meets there expectations. First, they think that the watch won't be as good as the expansive brand is, but after a while they are satisfied.
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