- This was the brief i chosen to work on for my self negotiated project
Attract the next generation of Swarovski fans
Background
Swarovski was founded in 1895 by Daniel Swarovski I (1862-1956), a visionary scientist and entrepreneur. Swarovski crystal has been used by jewellers, artisans and couturiers including Coco Chanel and Christian Dior, and has become an essential ingredient of 20th century luxury, glamour and style.
In 1976, a Swarovski craftsman was playfully gluing crystal chandelier parts together, when he accidentally created the first crystal figurine from Swarovski, a mouse. It became the first piece in what turned into a spectacularly successful collection of crystal figurines named Silver Crystal. Highly coveted, Swarovski Silver Crystal pieces were showcased in homes as both status symbol, and an investment for the future. As a result crystal figurine collecting became a global phenomenon. This lead Swarovski to form a members only Silver Crystal Society, offering at its peak half a million members exclusive limited edition pieces which would be an instant sell out on launch.
Then in 1977, Swarovski launched its first jewellery line, drawing on its knowledge and experience gathered through a century of creative collaborations with the most talented designers and artisans in the world. The jewellery demonstrates the creativity, glamour and versatility of crystal. Currently with over 83 stand alone stores in the UK and 2,100 worldwide, the full range of the company’s work is beautifully showcased in their unique Crystal Forest retail architecture. The Crystal Forest concept is a multisensory experience which reflects the brilliance and infinite depths of crystal. The delicate and elegant atmosphere allows consumers to immerse themselves in Swarovski’s universe of crystal.
Over the past decade there has been a decisive shift in focus, with Swarovski developing and expanding their highly fashionable jewellery collections. This shift reflects the change in consumer lifestyles from the need to decorate their homes as a status symbol, to decorating themselves using jewellery as a way to express individuality, personality and style. Swarovski, always at the forefront of innovation and consumer insight, adapted in order to meet this need with a strategic focus away from Silver Crystal and into fashion jewellery.
The jewellery collection launched biannually, is inspired by trends and themes seen on fashion catwalks throughout the world. Regularly worn by A-list celebrities, the brand is now taking a new direction as a contemporary, fashion-luxe global jewellery brand. Alongside its impressive history, Swarovski is passionate about developing its position at the forefront of contemporary fashion innovation, producing jewellery and accessories - it’s this facet of the business that Swarovski want to broaden its appeal and desirability to new consumers.
The jewellery collection launched biannually, is inspired by trends and themes seen on fashion catwalks throughout the world. Regularly worn by A-list celebrities, the brand is now taking a new direction as a contemporary, fashion-luxe global jewellery brand. Alongside its impressive history, Swarovski is passionate about developing its position at the forefront of contemporary fashion innovation, producing jewellery and accessories - it’s this facet of the business that Swarovski want to broaden its appeal and desirability to new consumers.
The aim of this brief is to take the repositioning of the brand to the next level, concentrating on attracting the next generation of Swarovski fans to our fashion collection.
Target audience
Swarovski are interested in reaching a new younger audience (20 – 30 year olds) primarily targeting young urban UK females who love their jewellery, like to keep up with the latest trends and fashion, and want to express themselves through their jewellery.
The creative challenge
We’d like you to creatively demonstrate how you think Swarovski can relevantly and powerfully engage their fashion range with younger UK consumers. You are free to explore all marketing channels, demonstrating the media and environments that you think the target audience will be most receptive to messaging and engagement. You can consider all elements of marketing, PR, advertising, in-store applications, point of sale, packaging, social media, experiential ideas and everything in between.
You might have one simple, brilliant creative idea that cuts through in one independent channel, or alternatively wish to demonstrate your thinking as a fuller, more integrated 360 degree campaign approach. This is deliberately a very open brief, and you’re encouraged to approach it creatively and freely.
Daniel Swarovski I said: “Evolution never ceases. Reforms in one area lead to further reforms in other areas. One must, however always be alert to the opportunities”
Development of my design:
design is scanned in and mesured with rulers then traced, to give equal and perfect sizing.
Final designs
with the brief being open to any format of design, it offered a broad range of design that i could think about creating, and would be most notieceable in the shop and representing the Swarovski brand through advertising of the brand that would be noticed by the target audience which is being done through customers showing this with the shops carrier/gift bags in a nearby location mostly to the shop.
Re-designing the packaging to the gift boxes to the jewellery making the design more beautiful and diffrent aswell as being practical to the object purpose.
Doing this brief has allowed to show my drawing skill in packaging and realise how i have developed this skills to be more sophisticated.
• Strengths - What did I do well?: i had alot research to support my response and findings against my final outcome.
• Weaknesses - What do I need to improve? I didn't keep track of the time and date for hand which lead to my rushing to finish my project off with less time spent of development.
• Opportunities -What do I need to do to build on my strengths and weaknesses? i need to keep looking back to the brief and checking when each bit off work should be done to make sure i keep track off time
• Threat - What could stop me achieving my goals? my weaknesses
SMART
- Specific - Well defined:keep on top off time, so i dont rush my work off
- Measurable - Know when it has been achieved: i will have time worked out to a tea, knowing when to do what and when each bit of the project off the projet should be done by and the hand in date.
- Achievable – Are the goals achievable:yes if i keep myself aware of time and in the know of how im manageing my time.
- Realistic - Within the availability of resources, knowledge and time: i will do this from my using the brief that provides the time plan and aswell thinking about what i can to do speed up the process or have it done earlier by.
- Time Based - Enough time to achieve the goal:next project
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