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Defense project for a panel of Designer and Architect professionals.
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By Jessie L. Wetzbarger
The Life of an Icon
The Store Although beautiful,
currently lacks femininity
The combination of lighting and cabinetry color does not allow the customer to see what they are purchasing in true color.
Some stores such as the Southcenter location lack a “wow” factor that attracts customers in to see more.
Southcenter Location
Larger Store in Japan
The Current ExperienceThe current store design is more inclined to attract male professionals or coupleslooking to expand their Swarovski Figurine collections.
A broadened Clientele: Celebrity sells to the youth nowadays. When teens see a trend, they are quick to emulate their favorite celebrities. This is what willsell the Swarovski name for generations to come.
The Fantasy of SwarovskiFantasy draws clients in by giving them the illusion theytoo, can own a part of the Fantasy.
Swarovski stands for traditionThe tradition of making exquisite figurines will continue but will be exposed to a greater audience.
The Beauty of Swarovski
The Beauty of Swarovski transcends many different price points. This is important in rebuilding the client base.
The Beauty of SwarovskiSwarovski could expand their line to include clothing, shoes,perfume and pet items. These are the sort of things that attract the younger consumers.
The Competition
More Expensive
Less Expensive
Quality Low
Quality High
Tiffany's
Swarovski
Claire's
Nordstrom
Macy's
JC Penny's
H & M
By selling small jewelry items to large ornate tiaras or necklaces, Swarovski captures a broad base that likely have shopping habits which include these retailers.
Where are their customers shopping?
````
The New Logo
The Original Swan
The Swan was doubled twice then additional decoration was added to give it a Baroque feel.
New Packaging
European shopping bags with a green rope handle and white boxes with green lids and black ribbon will be the new design.
The “WOW” factor
The “wow factor” of the new Swarovski store uses long crystal chandeliers to grab the customer as they pass by.
Mirrors in the restroom, VIP area and throughout the space will have a definite Baroque feel to them. Above the VIP chairs, there will be LED Swarovski branches for visual appeal. The overall feel of the space is clean but not sterile.
The Design
Carerra white marble and Alkemi surfaces add to the interior drama.
The Design
01/05/10
Black hands and busts will hold the jewelry. Velvet laid out in display fixtures will set off the jewelry.
The Design
01/05/10
Curved Wall Interior
01/05/10
VIP Area
01/05/10
Front Facade
01/05/10
Side Facade
01/05/10
Outdoor Seating
01/05/10
The Customer Journey...