Author: Otto Reisinger, Senior Vice-President of Operations for Europe, Swarovski
30 Nov 2015
Founded in 1895 in Austria, at Swarovski we design, manufacture and market high-quality crystals, genuine gemstones and created stones, as well as finished products such as jewellery, accessories and lighting. Now celebrating our 120th anniversary and run by the fifth generation of family members, Swarovski has a global reach, with approximately 2,560 stores in around 170 countries, and more than 25,000 employees. Together with our sister companies Swarovski Optik (optical devices) and Tyrolit (abrasives), Swarovski Crystal forms the Swarovski Group. In 2014, the group employed more than 30,000 people. The Swarovski Foundation was set up in 2012, to honour the philanthropic spirit of founder Daniel Swarovski. The foundation’s mission is to support creativity and culture, promote wellbeing, and conserve natural resources.
“[W]e are much more than just a good name; we provide a reliable, flexible and fast service, with an international reach. and, of course, we offer best-in-
With 120 years of expertise in premium-quality craftsmanship, technological innovation and marketing expertise, Swarovski has established itself as a key player in the corporate gifts arena. This sector is experiencing a huge surge in demand, as more and more companies want elegant, superior-quality gifts from luxury brands to enable them to stand out. Swarovski’s distinctive style has become a sought-after means of making that prestige statement – whether it be for celebrating seasonal occasions, marking successful partnerships, expressing appreciation for clients, or rewarding valued employees with memorable gifts. Both standard and tailor-made luxury collections are available to business partners across various industries.
A recent study published by McKinsey demonstrates that brand recognition is a key purchase factor. However, it is not simply brand recognition and the superb quality of its corporate gifts that set Swarovski apart: central to the success of the company’s offering is the sheer variety of lines and the number of opportunities for customisation. Alongside a range of fashion jewellery and accessories, there is also a selection of home and office accessories, plus a special Christmas collection.
As senior vice-president for European sales and operations at Swarovski, I specialise in market management and sales. After 17 years with Swarovski, I have an excellent knowledge of what the world-renowned Austrian brand offers, and what it stands for. At Swarovski, we have a clear vision for the future: corporate gifts is a department of vital importance for us, demonstrating a high level of growth with great potential. We plan to expand our European presence in key markets – France, Italy, Germany and the UK – and to develop eastern Europe by working with selective agencies and direct partners.
By combining our trend, production, and distribution expertise we offer a fresh approach to the exciting field of corporate gifts. We offer a wide range of standard, customisable, and even tailor-made solutions for every occasion. Our range of corporate gifts comprises various product lines, such as the Swarovski Branded Collection, which includes jewellery and fashion accessories, home and office accessories, a special collection for Christmas, and corporate awards. We are very proud of our latest addition to this collection, the Swarovski Branded Leather Collection, which offers exclusive leather goods with the iconic Swarovski branding in a retail price range of €40-200. Our Customisable Collection offers a vast selection of elegant products that can be customised with the customer’s identity through stylishly integrated company logos and a choice of materials in a wide range of Pantone colours. Furthermore, our high-end, tailor-made solutions offer customers the possibility of having entirely new products and full collections designed completely from scratch, according to their specifications, requirements and wishes.
Our spectacular corporate gifts are designed to appeal to business partners across various industries, and are perfect for celebrating successful business partnerships, expressing appreciation for clients, and rewarding valued employees. We also offer a range of gifts for seasonal occasions, such as Christmas, birthdays, anniversaries, Valentine’s Day, weddings, and Mother’s Day. We can tailor the right gifts for our customers’ corporate events and sponsorships, bringing their promotional activities to an entirely new level.
Our business partners benefit greatly from the reputation, quality, and market expertise of the Swarovski brand. In the Italian market, for example, Swarovski enjoys 99 percent brand recognition, meaning that 99 percent of consumers either know or would recognise our brand, thanks to our prominent retail presence all over the world, as well as our continued collaboration with renowned international luxury designers. However, we are much more than just a good name: we provide a reliable, flexible and fast service, with an international reach. And, of course, we offer best-in-class design and quality. Our corporate gifts radiate glamour and luxury and, with their unique elegance, will enhance our customers’ brands, because giving something precious always reflects positively on the giver!
What’s more, the exclusivity of our corporate gift offering does not necessarily imply a high price tag. Our prices range from €5 to €1,000, with a core range between €30 and €150. Swarovski allows you to order items of high perceived value, but well within your budget. European net sales for Swarovski Gift Solutions show very positive growth, increasing yearly.
It is now our goal to inspire as much enthusiasm for corporate gifts within our key European markets as in the rest of Europe. I especially admire the passion that the French and Italian markets show for our sparkling crystals, and this is the message we would like our corporate gifts to convey to the wider market. We are not only here to sell products, we are here to provide the very best gift solutions and to make our customers happy.
Our market expertise leads us to a clear expansion plan that can be outlined according to three key actions: selective agencies and direct partners, targeting loyalty and rewards programmes, and targeting major industries, such as banking, cosmetics and technology.
We also measure the importance of communication; for this very reason, we work closely with selective channels, such as magazines and webpages that are dedicated to corporate gifts. We also participate in specialist corporate gift trade fairs, such as Omyague in Paris. In addition, we provide dedicated marketing support to all our partners, in order to increase Swarovski’s visibility within their offering. Swarovski already has 90 percent brand recognition in the fashion market, owing to a long history of collaboration with a range of luxury brands. The company’s aim is now to achieve the same success in the corporate gifts market. We believe this is an exciting project, and that we will make it sparkle.