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Swarovski shines bright in hard times with the most ambitious brand transformation and retail innovation
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Swarovski is undergoing a retail renaissance and it’s unlike anything you’ve ever seen before.
To tell us what’s going on at the 126-year-old company, we reach out to its managing director for Southeast Asia and India – Lars Schmidt, who shares at great length Swarovski’s new brand identity that encompasses the reimagining of the 32-year-old Swarovski Swan and its stores.
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“Swarovski has kicked off its greatest transformation in history leading towards ‘One Vision, One Strategy and One Team’. It’s a new business direction placed by our CEO Robert Buchbauer. We’re re-positioning our brand in a new, unified and culturally relevant attainable luxury space,” he says in an email interview. ....

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