Business Daily from THE HINDU group of publications
Saturday, Aug 05, 2006

Cross Currency

Group Sites

Marketing - Retailing
Swarovski plans to have 30 outlets by 2008-end

Our Bureau

Chennai , Aug. 4

Crystal brand Swarovski hopes to have 30 retail outlets operating by end-2008. Between now and 2007, it will open a couple more, said Mr V. Shiv Kumar, Country Manager, Consumer Goods Business, Swarovski India Pvt Ltd.

In Chennai to launch Swarovski's latest numbered limited edition figurine, The Elephant, Mr Shiv Kumar said the company's customers have "got segmented heavily" - there were those who bought smaller pieces and there were those who bought large pieces but in limited numbers.

Only for Club members

Swarovski jewellery is becoming popular and now accounts for nearly 45 per cent of the brand's sales in India, he said.

The Elephant, which costs Rs 1.69 lakh, is being sold only to members of the Swarovski Club. There are 10,000 pieces in all. The members number half-a-million worldwide.

Those interested have to apply to the company and would be selected by a draw of lots in October if the number of applications exceed the number of figurines available. In India, there are 2,000 members.

Making limited editions available only to club members is a strategy Swarovski has followed since 1995. The world over, not only is there growing desire to acquire limited editions and rare works of art, but an attendant want to be recognised, guaranteed and distinguished as one possessing such rare pieces.

More Stories on : Retailing | Gems & Jewellery | Brands

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Western Digital to expand sales network

New airlines capture 31 pc market share in Q1
`SABMiller not in race for market share'
We see no threat: UB group chief
Ministry rejects RIL demand for compensation
Revolution setting up store in Dubai
Swarovski plans to have 30 outlets by 2008-end
Pricing, faith play key role in brand loyalty: Study
Basmati industry smitten by renaming bug
Ruchi Soya forays into soap segment
Market-ready microbial insecticide developed

The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription
Group Sites: The Hindu | Business Line | Sportstar | Frontline | The Hindu eBooks | The Hindu Images | Home |

Copyright 2006, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line