The remaining four factors of why Swarovski is so famous:
Marketing: Swarovski is not a luxury brand, but its investment in marketing is not small, with celebrity endorsements, advertising placement, opening of directly-operated counters in major department stores around the world, and greater use in e-commerce. These marketing costs must be converted to prices. For example, in the price adjustment policy in 2017, most of the best-selling models have been increased in price, such as the small swan necklace from the original 850 to 890, the large 980 to 990, and others Like the brand, the cost of the enterprise will ultimately be borne by the consumer, there is no doubt.
Audience: Swarovski’s audience can include women aged 16-35, which is wider than diamonds. The number of women in this age group in my country is 315 million (roughly calculated based on the latest census data), which is such a huge For the audience, Swarovski is good at creating "girly hearts". As an entry-level jewelry for women, it is easy to be sought after.
Brand history: Swarovski, which started in 1892, has a history of one hundred years. Looking at countless brands, few can stand the test of a hundred years, including Jack Ma once said that he hoped Alibaba could live for 102 years. As early as the beginning of the 20th century, Swarovski was in the middle of the top fashion brands such as Chanel, Gucci, Dior, film companies and many Hollywood stars. The accumulation of a hundred years of history allowed it to take root and grow steadily, and eventually flourish.
Brand premium: Any brand will have a brand premium. The greater the reputation and the higher the positioning, the higher the premium. Compared with Tiffany and Pandora's silver jewellery, which is also a low-value material, the premium rate of these two brands is significantly higher than that of Swarovski, not to mention the average premium rate of 5-9 times for brands such as Cartier and Bulgari. I learned that the cost of a Swarovski imitation product is about 100, so the cost of a genuine product will naturally be much higher than that of an imitation product, so coupled with the brand premium, it will not sell for a few hundred to more than one thousand prices, I am afraid the brand Profits are really limited.
There are many soft factors that affect the price of goods, so I won’t explain them all here.
Therefore, Swarovski is still popular in the market despite the fact that "materials are not valuable" as many people say.
