I had a look at similar competitors on the market, to see what my campaign would be up against If I decided to choose Swarovski.
Thomas Sabo
Thomas Sabo is well established in the jewellery market and a very popular choice throughout department stores also, usually Swarovski would be situated close by to Thomas Sabo in stores, so it is important to see exactly what we would be competing against.
Sabo is popular with the same age group that Swarovski is aiming at, especially with their increasing ranges such as the above 'rebel at heart.' Their advertising is formal and precise, and to rival this would be quite difficult, especially as the price ranges are very similar.
Vivienne Westwood
Vivienne Westwood is also very popular with the specific age group and although more pricey for some of the range, the jewellery line features pieces such as necklaces, bracelets and earrings which are around the same price as Swarovski. This brand have a more edgy approach to their marketing and advertising campaigns and focuses on being fashionable and on trend. If I were to follow this style of campaign for Swarovski it would be taking a risk as it would be completely different to their current and previous styles.
Disney Couture
With Swarovski having a Disney themed range, they are essentially going head to head with brand such as Disney Couture. The Swarovski campaign would need to attract the young online fashion buyer away from sited such as ASOS, as this is where it is easily assessable to purchase Disney couture and it is also reasonably priced. I think for the Swarovski campaign to be successful it would need to specifically attract the young fashionable buyer and make it seem trendy to be wearing the brand.
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