Swarovski & Luxury Fashion Experiential Literature Review Chapter

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[. . .] Swarovski has extended a cordial relationship with its customers over time. When it adopted experiential marketing, it showed its commitment to its customers since it appeared to be willing to go an extra mile and give its customer a chance to experience Swarovski lifestyle. This is the reason why every showroom of Swarovski, its own website and presence on social media shows that Swarovski is a brand which should be the first choice of crystal lovers. Through a luminous experience offered by it, it has managed to attract a mass of customers globally. It appears that Swarovski knows that attracting customers is easy but it's difficult to retain them. It appears to exploit the emotional attachment of its customers to its fullest. It has not only projected an image of a luxurious product but also gives out a persona of a prestigious brand. This is the reason why its customers invest their emotions in this brand; and Swarovski does not disappoint them at all. In fact, it pampers them even more by providing them everything in the name of fashion and style and also makes their home shine with a complete after sales-service which further enhances the trust of its customers.

Despite all these factors, it is the presence of Swarovski on social media and entertainment channels that make it exceptionally eminent in the luxury brands. It's PR and marketing team has managed to exploit the opportunities offered by these channels to its fullest. Every forum where Swarovski's name is used, the customers expect to see clarity, style and luxury which are now other names of Swarovski. It is interesting to see how a mere website of it, projects Swarovski's culture which is sophistication with style. Similarly, it has managed to attract customers from different demographics by being elegant and stylish simultaneously. From the viewers of runway shows to movie star lovers, from the young users of Facebook to serious users of Linkedin, Swarovski caters to all. And its active presence on social media keeps its name alive in the mind of customers all across the globe.

Experiential Marketing

Definition

Experiential Marketing is a new art of capturing the minds of consumers. It focuses on providing the customer a chance to relate to the commodity at intellectual as well as emotional level. Where the consumer is becoming more aware of his rights, the landscape of marketing is changing at an exponential rate. Now the brand is as good as the social media says it is. Where today's fashion market offers a product with an instantaneous life, it is difficult for manufactures to retain the customers on the basis of brand name. Here comes the need that the opportunity offered by experiential marketing should be exploited to its fullest (Abrahams, 1986).

Experiential marketing presents a notion that a brand needs to relate to the customer at an emotional level by relating to an experience. It is the experience of the customer which would make him loyal to the brand and also make him become a brand ambassador walking on the streets and attending social meetings. This experience makes the customer deliver a message to the mass which is more powerful than any other social media activity or marketing campaign. Where earlier marketing challenges were to identify the desired customer's segment and address its needs through effective marketing strategy, there are few new challenges that today's marketer has to face. This challenges entail whether the brand offers pleasant memories which would attract and retain the customer and also if these experiences are substantial enough to make the customer share his or her experiences with others. A possible answer for triggering and influencing customer to do so is experiential marketing (Arnould and Price, 1993).

This marketing strategy allows the customers to relate with the brand, interact with it, make it part of their lives and redefine their persona. However, experiential marketing emphasizes on making the consumer operate in a controlled environment. Where the major focus is on engaging with the brand, the emotions, logics and senses of the customers are the major tool of the marketer. This phenomenon eliminates the discrepancies between the claims of the manufacturer or service provider and the actual encounters of the customers.

Experiential marketing ensures that the claims of the brand become its face value and the customer can actually relate to it. Considering the example of Swarovski, one can visualize how the brand has put up a claim of glittering and illuminating the lives of its consumers with luxury and how its products are acting as a live definition of it. Where crystals are becoming identical with the name of Swarovski, more or less every product of it presents the same notion. Although few critiques claim that this has brought monotony to the portfolio of Swarovski. In order to combat that, the brand has integrated innovation of high quality into its product giving it a name and character of a highly luxurious brand (Addis and Holbrook, 2001).

Product demonstrations, online reviews, point-of-purchase displays, samples -- these are all very basic examples of experiential marketing that have existed in the marketing mix for awhile. These strategies when coupled with individual messages meant for a particular segment of the customers help in attracting and allowing customers to relate to it. Swarovski focuses on providing its customer, irrespective of who he/she is, treating like a celebrity. Other than just the brand, it also focuses on maintaining a customer relationship which provokes its representatives, managers, and consultants to make the customers feel the luxury attached to this brand. For this purpose, the organization allows its employees to operate in a similar setting so that they can deliver the actual experience to their customers (Blois, 1997).

Where targeted marketing was the earlier face of product's promotion, experiential marketing has made few substantial additions to this basket of marketing strategies. Due to hyper yet powerful social media, a customer's demand to present transparent product i.e. sell what is claimed, and highly short attention spans of the customers' attention, there are various changes which are observed in the experiential marketing (Borden, 1964). Now, the approach adopted is much wider and is focused on making customer develop a positive yet persistent image of a product which is important for customer's retention. For this purpose, there is a thorough need of a skilled mechanism which would be detrimental of customer's feedback on timely basis (Arnould, Price, and Zinkhan, 2002).

In the preliminary phase of the century, customer experience management was the most hyped marketing phenomenon which made the marketers focus on devising strategies of engaging customers to its fullest. Although CEM and experiential marketing are two different phenomenons, they have an intertwined model. Where experiential marketing emphasizes on presenting and showcasing the products in a highly visible environment allowing maximum interaction between the customer and the product itself, CEM makes the whole marketing process its niche by focusing on complete customer delivery method adopted.

Use of 360 Degree Marketing By Swarovski

Experiential marketing is a phenomenon which allows the customer to immerse completely into the experience offered by a brand. For this purpose, Swarovski has done substantial homework. One of the examples of this ideology of Swarovski was its display of 360 degree marketing at Swarovski's "22 Ways to Say Black" Campaign. Imagine when the customer knows that the brand that it is being associated to is a result of the works of elite artists and designers. The powerful marketing campaign focused on showcasing the work of 22 leading designers from all across the globe. The inspiration of this collaboration between the designers was a little black dress with an immense shine which is the signature of Swarovski products.

These 22 elite designers who were highly respected figures in the fashion industry were made to redesign their own interpretation of Swarovski black dress using its signature elements. As a result, 22 master pieces were created which stunned the world. Along with the designers, the social media forces were no less powerful. Dresses were then unveiled in a traveling exhibit that began in Paris and concluded in New York, where the pieces were auctioned off for charity at the highly acclaimed Philips de Pury & Company gallery. 100% of the proceeds went to benefit the American Cancer Society and La Ligue Contre le Cancer in France. Designers including Riccardo Tisci for Givenchy, Alber Elbaz for Lanvin, Thakoon, Gianfranco Ferre, Valentino and Philip Lim were all challenged to create their interpretation of the little black dress using Swarovski Elements in their designs. The result was an absolutely stunning collection of 22 dresses that commanded an excess of $100,000 for charity in a single evening.

The whole series of events was nothing but a source of new experience for its customers where they got to see how they can live the life of luxury and feel the elite touch by being with the brand which is endorsed by designers. Furthermore, the entertainment offered as a whole further attracted… [END OF PREVIEW]

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Swarovski & Luxury Fashion Experiential.  (2012, September 12).  Retrieved February 22, 2019, from https://www.essaytown.com/subjects/paper/swarovski-luxury-fashion-experiential/7272990

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"Swarovski & Luxury Fashion Experiential."  Essaytown.com.  September 12, 2012.  Accessed February 22, 2019.
https://www.essaytown.com/subjects/paper/swarovski-luxury-fashion-experiential/7272990.