How does a brand become a an exclusive one, offering luxury
products, while at the same time retains mass market appeal and pricing that
makes products affordable? It seems like a contradiction but many of us are
familiar with a brand doing just that – Swarovski, the burning question is how?
And a burning question it was judging by the turn out at the June PWG event:
Swarovski – a success story of a modern lux brand. Joan Ng, the very successful
and internationally regarded Senior Vice President of the Marketing Department
of the Consumer Goods Business at Swarovski gave a very authentic and
inspirational presentation. Ms. Ng as she said, rarely talks outside of the
business and it was the women of our group that inspired her to make an exception.
In her presentation the passion for her work and her team was visible and we
experienced first hand the power inspiration and respect for people and ideas
play in creating true and lasting success. We learned how encompassing the
Swarovski business really is and how many pieces of jewelry are sold every year;
the size however takes nothing away from how special the pieces feel to their
owners. It is evident how much thought and quality is poured into each
product.
The success of Swarovski might just be in the way that the
company seems to view luxury, as relates to products is not the price tag or
exclusivity and limited availability that makes something luxurious. Rather, it
seems that luxury is the byproduct of reaching a high standard and fulfilling a
self imposed set of ideals. As we sipped prsecco, networked and showed off our
own Swarovski jewelry, we felt a little inspired to search for luxury in our
own lives and careers through the exercise of our very own set of higher
standards and ideals.
Print to Page
Email to a Friend