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Moza Al-Anbari And Hussam Alhamidi

Report Outline Swarovski and Van Cleef and Arpels

Introduction:

Premium Luxury Brand: This brand is focused towards a very small group of customers who can afford it. The products are usually so expensive and valued much higher than the cost to produce them so that it limits access to the brand. The brand is only accessible at certain places. For example, the products are only available at an exclusive boutique. A premium luxury brand only sells a few products they make very well, often limited supply and the products are one-of-a-kind. Lastly, the customer can’t immediately purchase the product, there may be a wait (Michael, 2013).

Luxury Brand: More people can purchase products from a luxury brand because the price point is not as high as a premium luxury brand. The price is determined by the quality of the product. A luxury brand can be found everywhere, in many stores all over the world. A luxury brand invests money in advertising to many people, where premium luxury brands often do not advertise. Luxury brand product lines can be broad and have many different products. Luxury brand products are often mass-produced to make as a much and sell as much as possible. Lastly, luxury brand products can be bought and enjoyed right away. There isn’t usually a wait to recievereceive this product (Michael, 2013).

Van Cleef and Arpels

Section 1:

Introduction:

Van Cleef and Arpels is a high-end luxury jewelry brand around the world based in Paris. The company is known specifically for jewelry but also for watches and perfume. They use flowers in many of their collections.

Section 2:

History:

Van Cleef and Arpels is a historic jewelry company that’s that is based in from Paris, France and was they startedfounded in 1896. The family opened their first shop in 1906 across from the famous Ritz Carlton Hotel in Paris. After that the family started to open other braches around the area, such as Europe and then they started to move out into other resorts. And then the grandchildren, Alfred and Esther in the 1920s started to design a new collection of jewelry for this brand. Comment by Nathan: Be a little more descriptive in your language, this seems to be a formal assignment, so keep your language in the same manner.

Share heritage and modern contribution

All the collections by Van Cleef and Arpels are of a floral design. The company is well known for the special way they make the jewelry. This method is called the mystery setting and was patented in 1933. The mystery setting hides the metal that the gem is placed in. They spend three hundred hours to create this jewelry and this is why their products are more expensive and a high-end luxury item. Not many people can afford to wear the jewelry from this brandit.

Country of origin

The company started in Paris, France, and expanded to other French resorts in the 1920s.

Explore the evolution of the brand over time (timeline)

· 1906: First store opened across from the Ritz Carlton in Paris.

· 1907: The store becomes more well-known in the city.

· 1920-1927: Start to create new designs such as Egyptian and Chinese.

· 1930: Started to do more products. For example, a jewelry case.

· 1933: Invented the mystery setting.

· 1936-1937: Famous people started to buy their jewelry. For example, a duchess.

· 1939: Stores in the U.S. (New York)

· 1940s: They started to create watches.

· 1950s: They start creating many new things and become more popular with famous people around the globe. For example, princesses from many countries bought the jewelry.

· 1960s: Created a line of crowns.

· 1970s: Started a new line of perfume.

· 1990s-2000s: The company started to design with faeries.

· 2010s: Expanded globally and created international collections.

Products and services provided:

High jewelry: These are a few pieces that are exclusive and very expensive. You cannot find these pieces in every store, but only in a specific place such as the biggest boutiques.

Jewelry: Also high-end but anyone can purchase it and there many copies of the item. We can find it in all the stores.

Watches: There are both high and lower end watches sold. Some of them are like jewelry pieces and some of them are not.

Fragrances: They sell perfume for both men and women and the collection of perfumes is growing.

Section 3: Van Cleef and Arpels Brand Identity Prism

Aaker’s Brand personality scale:

Sincerity: honest and cheerful. Van Cleef and Arpel’s uses very high quality methods and products and the product will last for a very long time. The company has a long history of good quality products.

Excitement: imaginative and unique. Their design a very different from other jewelry makers and they are also very creative.

Sophistication: upper class and charming. The company is associated with class, sophistication, and wealth because many famous people and royals have worn their jewelry.

Section 4: Van Cleef and Arpels Perception of Luxury

Van Cleef and Arpel’s perception of luxury comes from the fact that the product is difficult to obtain, indicating the first lever: selection. The second lever, rarity is about how the product is made (fabricated) with very time intensive methods (tradition and the Mystery Set). The third lever is exclusivity. Their products are exclusive because they are very original and unique and not many people can afford them (not for everybody). Van Cleef and Arpel’s is not first about fashion, but about quality and exclusivity.

Section 5: Bandwidth of Top-Level Products

Van Cleef and Arpels’ bandwidth of top-level products include very artistic, timeless design. For example, their classic floral design, Alhambra, influences the collections. The designs are very feminine and anyone of any age can wear them. The products are manufactured with high quality materials, patented Mystery Setting methods that require 300 hours of work on each unique piece. Some of their jewelry is mass-produced but they are known for their unique pieces. Some of the values the customer gets from these products include uniqueness, a new collection every season, and the appearance that they have wealth.

Section 6: Luxury Brand Hierarchy

The luxury brand hierarchy for jewelry starts with brands that are exclusive only design one-of-a-kind products for very specific clients. The price point for bespoke jewelry is well over $50,000 a piece. The ultra-high end and super premium price point is between $5,000 and $50,000 and products can be one-of-a-kind or mass produced. Premium products are anywhere between $1,500 and $5,000 and are highly accessible to the masses. Great products fall below $1,500 and are mass produced and very accessible to anyone (Willet, 2015).

Section 7: Produce for Premium Luxury

Print Advertising: the ads are very feminine, using soft, natural pastels. These ads can be seen in magazines.

Social Media Advertising: Van Cleef and Arpels is active on social media and keeps their followers up to date.

YouTube: The company advertises their new products with commercials. The link provided is a advertisement for a diamond collection in the winter of 2015: https://www.youtube.com/watch?v=1cfjtd8oeVo.

Swarovski

Section 1:

Introduction

This brand is based inis from Austria and were was established in 1895 and have multiple things they do. . FirstThe brand is most known for their, they create a crystal for which is produced for jewelry, and crystal for telescopes, and lastly for machinery. They are most well-known throughout the world for their crystal jewelry.

Section 2:

History

The company started having the machine to cut the crystal in 1892 and the owner was famous for their design by crystal. Later on, in 1895 Daniel Swarovski took his machine and started the Swarovski crystal cutting company. The company is still partially owned by the family.

Heritage and modern contribution

The gems that the company is known for today weren’t produced until the 1960s. Over time the company grew and started to make fine jewelry, eyewear, watches, and electronic devices.

Timeline

· 1892 Daniel Swarovski designed a crystal cutter machine.

· 1895 started his company.

· 1890s-1960s the company was a crystal cutting factory

· 1965 Swarovski starts to cut gems

· 1976 were first to offer machine-cut Zirconia

· 1988 starts to cut new types stones

· 1995-1997 company starts to sell high quality gems

· 2000s continued to invent new methods to cut gem stones

· 2010 creates new ways to make stones sparkle more

· 2015 business turns 50 and is known throughout the world.

Products

Swarovski has many products including those for medical and industrial, but this paper will focus on their gem production.

Genuine gem stones: the company offers single gem stones to purchase.

Swarovski created gem stones: these are man-made gem stones that customers can buy and apply to their designs.

Components (settings): metal settings that hold the gems.

Innovations: personalized jewelry that the customer gets to create themselves.

The company sells their gems to many different suppliers from jewelers to the makes of headphones. A customer can cover just about anything in the Swarovski crystals.

Section 3:

Swarovski Brand Identity Prism

Personality: Decadent/flashy, creative

Culture: Innovative, independent

Self-Image: High quality, colorful, flexible

Reflection: Anyone can be sparkle or be glamorous, appeal to more mature audience.

Relationship: Happiness, fun, and guaranteed attention.

Physique: Simple blue box with a swan, the colors are dark. Shows simple quality.

Swarovski Bran Personality Scale

Sincerity: honest, wholesome, cheerful. They offer a product that makes people happy that’s not very expensive and many people can enjoy.

Excitement: imaginative. The customer is allowed to create their own unique design and is not limited by price.

Competence: reliable and innovative. Every few years the company creates new ideas and methods to make a better product.

Section 5: Swarovski Bandwidth of Top-Level Products

Swarovski’s bandwidth of top-level products includes flexible, fun, and vibrant designs. For example, the crystals have been applied to multiple products (shoes, bags, furniture, etc.). The designs are very accessible and anyone can buy and design them. The products are manufactured using perfected methods with all kind of gemstones and all of their gems and stones are mass-produced. Some of the values the customer gets from these products include feelings of fun, youthfulness, glamor, and are eye-catching.

Section 6: Brand Hierarchy for Crystal

The brand hierarchy for crystal starts with Baccarat, the highest quality crystal manufacturer that have the most popular designs are known for their history in crystal making. In the ultra high end, Heritage is well-known company for their crystal goblets. In the super premium category, Waterford and William Yeoward compete with a long history in crystal and modern crystal designs. Swarovski doesn’t make the list for luxury crystal, but they do offer a premium product (Thompson, 2014).

Section 7: Swarovski Marketing

Print Marketing:

For their print marketing, Swarovski has chosen to show their flexibility of design. In the ad below, the crystals have been used for a helmet. Swarovski is showing that everyday objects can be made fun and luxurious.

Social Media Marketing:

Swarovski has chosen to use Pinterest as a form of advertisement using contests and hashtags for engagement. The ad below is for a wedding-inspired contest, because the Swarovski crystals make you feel special on your wedding day.

Youtube:

In the commercial for Swarovski gemstones, it shows the clarity and clean cut of the stones and how they are used as details in fashion designs. The commercial is used to show the quality and integrity of the gemstones.

· https://www.youtube.com/watch?v=0JgE-Ycizi8

References

Michael. (2013). Luxury Branding: The Difference Between Premium and Luxury • Strategic Marketing Ideas from BrandUNIQ. Retrieved from http://branduniq.com/2013/luxury-branding-the-difference-between-premium-and-luxury/

Swarovski Crystal. (n.d.). Retrieved January 26, 2016, from http://www.swarovski.com/

Swarovski Gemstones. (n.d.). Retrieved January 26, 2016, from https://www.swarovski-gemstones.com

Thompson, H. (2014, April 5). Crystal is a glass act. Retrieved from http://www.telegraph.co.uk/luxury/design/29459/crystal-is-a-glass-act.html

Van Cleef & Arpels Van Cleef & Arpels. (n.d.). Retrieved January 26, 2016, from http://www.vancleefarpels.com/us/en.html

Willett, M. (2015). Here's the hierarchy of luxury brands around the world. Retrieved from http://www.businessinsider.com/pyramid-of-luxury-brands-2015-3 Comment by Nathan: Overall what you have written is very thorough and complete. Be sure to watch out in some formatting errors in putting together a document like this with page spacing, layout, etc. It helps the clarity of the document if it is formatted correctly and professionally.

Sincerity

Excitement

Sophistication

Honest

Cheerful

Imaginative

Unique

Upper Class

Charming

Luxury

Selection

Rarity

Exclusivity

Fabrication/Tradition

Selective Distribution

Original/Unique

Not for everybody

Premium Luxury

(Van Cleef and Arpels)

Design

Manufacture

Values

One of a kind

Newness

Appearance of wealth

High Quality Materials

Some mass produced

Experts craftsmanship (300 hours)

Artistic/classic

Timeless

Bespoke

Ultra High End

Super Premium

Premium

Leviev

Graff

Harry Winston

Patek Phillip

Breguet

Bottega Veneta

Van Cleef & Arpels

Hermes

Cartier

Bulgari

Tiffany

Great

Swarovski

Physique

Self-Image

Reflection

Relationship

Personality

Culture

Flexible

High Quality

Colorful

Decadent

Flashy

Creative

Innovative

Independent

Easy glamor

For everyone

Feel fun

Happiness

Fun

Guaranteed attention

Simple blue box

Swan

Simple/Quality

Sincerity

Excitement

Competence

Honest

Wholesome

Imaginative

Cheerful

Reliable

Innovative

Luxury

(Swarovski)

Manufacture

Values

Design

Flexible

Fun

Bright/Vibrant

Innovative

Quality

Mass produced

Eye-catching

Fun/glamor

Bespoke

Ultra High End

Premium

Swarovski

Baccarat

Heritage

William Yeoward

Waterford

Super Premium

Physique

Self-Image

Reflection

Relationship

Personality

Class

Girlishness

Playful

Culture

French

Free

Exclusive

High Quality

Dedicated

Wealthy

Unique

Classy

Always unique

Best quality

Gold

Feminine

Floral/Nature