Swarovski is a well known brand throughout the world. It offers exclusive and affordable jewelery that makes a woman feel beautiful and luxurious. How Swarovski made itself known? What makes us to buy its product? I think, beside the sparkling and innovative beauty that lures so much attention throughout the world, the advertising plays a big role in developing a market.
Swarovski being a well established brand doesn't need to advertise its product anymore. The company uses institutional advertising techniques, that is designed to enhance company's image rather than promote a particular product. Swarovski's commercials are all about women and their inner feelings. It underlines the inner beauty of a woman, her grace, sensitivity and sexuality. Women in commercials don't even have much clothing. It's all about purity of inside and outside, the purity of crystals that come clean out of water. The commercials create a very mysterious but yet intriguing mood that makes you go to the store and find out more about its product.
Swarovski is a part of global marketing and widely presented in China market. To relate to the Chinese target market, the company invited he first Chinese "Miss World" to present its watch collection. Zhang Zilin actively involves in watch campaign. At a promotional event for the Swarovski watch collection in Hong Kong in April, she shared her insights into fashion with guests from the Greater China region: “Women in modern China are versatile and live colourful lives. Feminine charm is accentuated by elegant and unique timepieces. Swarovski watches are superb in both appearance and functionality, and when adeptly combined with pure, multifaceted crystal, they integrate style and imagination into the lives of urban women and can justifiably be considered as masterpieces of modern fashion,” says Zhang Zilin.
Public relations play an important role in Swarovski's promotion. One of the major Swarovski's public relations tools is product placement. It helps the company to reinforce brand awareness and create favourable attitudes. Swarovski's jewelery cane be seen in movies, television shows, newspapers or audio clips. For example, Swarovski jewelery can be seen in the movies like Sex and the City 2, The Phantom of the Opera, Oceans Thirteen or James Bond- Die Another Day. The company is presented in stunning rings, necklaces, chandeliers and elements of a gown in those movies. 
No comments:
Post a Comment