MULTIBRAND ArCHIteCture CryStAl FOreSt

Transcription

1 MULTIBRAND ArCHIteCture CryStAl FOreSt

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3 MULTIBRAND ARCHITECTURE CRYSTAL FOREST CONTENT table OF CONTENTS 04 AN EXCLUSIVE RETAIL DESIGN 05 THE INSPIRATION 06 MULTIBRAND ARCHITECTURE CONCEPT 09 STORE LAYOUT SOLUTIONS 14 INDIVIDUAL SUPPORT LEVELS 15 PARTNERING FOR SUCCESS 16 INVESTMENT OVERVIEW 17 STORE PLANNING 18 CONTACT LIST 03

4 FIRST CRYSTAL FOREST FLAGSHIP STORE IN GINZA TOKYO 2008 AN EXCLUSIVE RETAIL DESIGN CREATION, INNOVATION AND PERFECTION : SINCE 1895, THESE VALUES HAVE UNDERPINNED THE SWAROVSKI PHILOSOPHY OF THE POETRY OF PRECISION. Today the company continues to show its strong will to further amplify the enchanting power of crystal through the launch of a new retail concept. A COMPLETE MAKEOVER FOR SWAROVSKI BOUTIQUES For ten years our unique retail architecture has remained highly visible through more than Swarovski boutiques and concessions in all major fashion capitals around the world. Swarovski pursues its development as a Modern Lux brand by implementing a fresh showcase and creating a unique feeling. 04

5 MULTIBRAND ARCHITECTURE CRYSTAL FOREST THE INSPIRATION THE INSPIRATION TOKUJIN YOSHIOKA DESIGNER OF THE CRYSTAL FOREST FLAGSHIP STORE IN GINZA MY INITIAL IMPRESSION ON THE SWAROVSKI BRAND WAS THE LUXURY OF CRYSTALS. I HAVE NOTICED THAT THE BEAUTY, TRANSPARENCY, AND POETRY OF CRYSTALS ARE WHAT HARMONIOUSLY FORM THE BRAND PHILOSOPHY. MOREOVER, WHEN I PONDERED HOW TO EXPRESS THE INTIMATE RELATIONSHIP BETWEEN CRYSTALS AND NATURE, I HAVE LOOKED TO THE FOREST AS A KEY ELEMENT OF MY INSPIRATION. 05

6 MULTIBRAND ARCHITECTURE CRYSTAL FOREST MULTIBRAND ARCHITECTURE CONCEPT MULTIBRAND ARCHITECTURE CONCEPT The Crystal Forest concept enchants the customer and sets new standards in the retail industry from a visual and operational point of view. This includes Multibrand retailers, who have different brands under one roof, now have the opportunity to be part of this new and exciting concept. We have taken the Crystal Forest concept from our own stores and adapted it to various Multibrand retail channels such as Jewelers, Department stores or Gift & Tabletop stores. This consistency is key mainly for the customer to whom we want to offer the same retail experience throughout our distribution landscape. THREE KEY ELEMENTS OF THE NEW CONCEPT AT THE CENTER OF THE CONCEPT ARE THREE KEY ELEMENTS THAT MAKE THE CRYSTAL FOREST ENVIRONMENT SUCH A UNIQUE AND SPECIAL EXPERIENCE FOR THE CUSTOMER. KEY ELEMENT Nº 1 MODULAR AND FUNCTIONAL FURNITURE CONCEPT THE NEW STORE DESIGN CONCEPT IS BASED ON MODULAR FURNITURE THAT CAN BE USED FOR VARIOUS DIFFERENT LAYOUT TYPES. The way the new furniture has been developed puts a strong focus on jewelry and encourages intensive browsing by customers. Modular furniture pieces can be arranged to meet the needs of specific products and enable a clear in-store categorization. SWAROVSKI MULTIBRAND CORNER WITH MODULAR FUNCTIONAL ELEMENTS SUCH AS A RINGTABLE, EARRING SPINNER ETC. 06

7 MULTIBRAND ARCHITECTURE CRYSTAL FOREST MULTIBRAND ARCHITECTURE CONCEPT KEY ELEMENT Nº 2 ICONIC BRANDING ELEMENTS THE IMPACTFUL BRANDING SOLUTIONS FOR THE CRYSTAL FOREST CLASSIC CONCEPT ATTRACT CUSTOMERS ATTENTION FROM AFAR AND ARE ICONIC STORE ELEMENTS. LEFT: M1 WALL, COLUMN LOGOBOX RIGHT: SHOWCASE LOGOBOX, VITRINE LIGHTBOX There are numerous branding options available to ensure that your shop catches customer attention. The Swan logo and its logotype rapidly reinforce brand values and identity. The flexibility of the branding solutions allow you to brand different environments such as walls, showcases, vitrines and columns in order to make your Swarovski area a clearly defined feature of your store. 07

8 MULTIBRAND ARCHITECTURE CRYSTAL FOREST MULTIBRAND ARCHITECTURE CONCEPT KEY ELEMENT Nº 3 RETAIL CALENDAR IMPLEMENTATION Attractive visual merchandising brings color and contrast to the store and leads the customer on a wonderful journey to enhance their experience. Crystal Forest furniture provides the ideal background for the Swarovski Retail Calendar seasonal programs available throughout the year. Animation packages fi t window, in-counter, showcase and lightbox situations. EXAMPLE OF THE RETAIL CALENDAR IMPLEMENTATION FOR THE SPRING / SUMMER 2012 PROGRAM 08

9 MULTIBRAND ARCHITECTURE CRYSTAL FOREST STORE LAYOUT SOLUTIONS STORE LAYOUT SOLUTIONS THE NEW CRYSTAL FOREST FURNITURE LIBRARY MAKES IT EASY TO FIND THE BEST POSSIBLE SOLUTION FOR YOUR MULTIBRAND STORE. Whatever the size of the Swarovski area in your store, we have developed a variety of new elements to fi t a range of needs. All possibilities, from a small in-case location to a Multibrand Boutique, can be covered with the wide and fl exible Crystal Forest furniture solution. The following pages outline examples of the different layout options in more detail and demonstrate how you can transform your Swarovski area into a Crystal Forest environment. AVAILABLE SPACE AND SOLUTION WINDOW FREESTANDING BACK WALL LOCATIONS CORNER LOCATIONS AND IN-CASE AND COLUMN LOCATIONS LOCATIONS see page 10 see page 11 see page 12 see page 13 09

10 MULTIBRAND ARCHITECTURE CRYSTAL FOREST STORE LAYOUT SOLUTIONS MUB DISPLAY WINDOW ARRANGEMENT WINDOW AND IN-CASE SOLUTIONS FOR THE WINDOW SPACES OF JEWELER ACCOUNTS OR THE IN-CASE LOCATIONS IN SHOWCASES OR VITRINES, WE HAVE DEVELOPED A DEDICATED AND FLEXIBLE SOLUTION. A MULTIBRAND DISPLAY will drive your sales due to its premium features and aesthetics in the Crystal Forest look as well as increased brand visibility. Its flexibility is suitable to carry different product groups (Jewelry, Watches, Charms etc.) and it can be placed in a shop window, inside a showcase or in an island vitrine. 10

11 MULTIBRAND ARCHITECTURE CRYSTAL FOREST STORE LAYOUT SOLUTIONS FREESTANDING LOCATION FREESTANDING AND COLUMN LOCATIONS FOR CORNER AREAS IN DEPARTMENT STORES WITH A FREESTANDING AREA WITH OR WITHOUT A COLUMN WE HAVE DEVELOPED TAILOR-MADE FURNITURE ELEMENTS. THESE KINDS OF AREAS REQUIRE AN IMPACT- FUL LOOK AND FEEL SOMETHING WE ARE ABLE TO OFFER WITH THE CRYSTAL FOREST CONCEPT. COLUMN LOCATION A FREESTANDING LOCATION can easily be turned into a Crystal Forest presentation with variable vitrine elements and professional branding solutions. A COLUMN LOCATION can be covered fully or partially by shelf units, and the top branding elements are adjustable according to the required specifications. 11

12 MULTIBRAND ARCHITECTURE CRYSTAL FOREST STORE LAYOUT SOLUTIONS BACK WALL LOCATIONS IN EITHER JEWELERS, GIFT AND TABLETOP STORES OR DEPARTMENT STORES, WE OFTEN HAVE A BACK WALL SPACE AVAILABLE FOR WHICH WE ARE ABLE TO OFFER TWO DIFFERENT SOLUTIONS : For our regular BACK WALL LOCATIONS any combi nation of showcases and branding elements is possible with the furniture library. For a Jewelry account that has a built-in furniture environment we have developed the M1 WALL that is adjustable in size and also caters for the operational needs of such an account, such as the usage of product trays. BACK WALL LOCATION BUILT-IN M1 WALL 12

13 LARGE MULTIBRAND STORE CORNER LOCATIONS THE CRYSTAL FOREST CONCEPT FULLY COMES TO LIFE IN A CORNER ENVIRONMENT WHERE YOU ARE ABLE TO CREATE YOUR OWN SWAROVSKI ENVIRONMENT WITH OUR MODULAR FURNITURE THAT FITS ALL SPACES AND OFFERS AN ENHANCED WINDOW PRESENTATION. A variety of WINDOW ELEMENTS can animate your window space and attract passers-by to your store. WINDOW ELEMENTS A LARGE MULTIBRAND STORE can be transformed into a genuine Swarovski Boutique with all additional elements such as cash counters, window elements, visual light boxes and branding options. 13

14 MULTIBRAND ARCHITECTURE CRYSTAL FOREST INDIVIDUAL SUPPORT LEVELS INDIVIDUAL SUPPORT LEVELS DEPENDING ON THE ARCHITECTURAL LAYOUT OF YOUR STORE AS WELL AS YOUR COMMITMENT TO WORKING WITH SWAROVSKI, WE ARE ABLE TO OFFER YOU DIFFERENT SUPPORT PACKAGES IN TERMS OF RETAIL CALENDAR PROGRAMS, MARKETING CONTRIBUTION, CONSUMER MARKETING AND TRAINING. DIFFERENT LAYOUT SOLUTIONS 01 Window and in-case locations 02 Freestanding and column locations 03 Back wall locations 04 Corner locations Retail calendar Marketing contribution INDIVIDUAL SUPPORT PACKAGES Training Consumer marketing SUCCESSFUL COOPERATION 14

15 PARTNERING FOR SUCCESS SWAROVSKI HAS A LONG TRADITION OF WORKING TOGETHER WITH SOME OF THE MOST VALUED AND RESPECTED RETAILERS IN THE INDUSTRY. TO UPHOLD THESE HIGH PARTNERSHIP STANDARDS, IT IS IMPERATIVE THAT WE BOTH FULFILL CERTAIN REQUIREMENTS. WHAT WE OFFER WHAT WE EXPECT BRAND SUPPORT We reinforce our brand status with targeted and coordinated marketing, public relations and communication activities at all levels. ENTHUSIASM AND RETAIL EXPERIENCE Your enthusiasm for the brand and our products, as well as your experience in the retail sector, will lay the foundation for our cooperation. PROVEN RETAIL EXPERIENCE Based on many years of retail experience, we will support and advise you on how best to build sales with Swarovski. ENTREPRENEURSHIP Successful business is based on weighing up risks and opportunities and handling them in an appropriate way, as well as working hard and constantly ensuring improvements. INDIVIDUAL SUPPORT We have developed various marketing tools which will further enable you to offer the complete Swarovski retail experience to your customers. INITIAL INVESTMENT The initial investment depends on the size of your Swarovski area. Swarovski will not only advise you on cost, but will also share the investment with you. NEW FURNITURE CONCEPT We have created a new retail concept that will transform your store and make the visit of your customers a true Swarovski experience. LOCATION REQUIREMENTS We expect you to be at the right location with an appropriate unit size and shape, and that you meet our standards for the Crystal Forest architecture. 15

16 MULTIBRAND ARCHITECTURE CRYSTAL FOREST INVESTMENT OVERVIEW INVESTMENT OVERVIEW THE COST OF THE REFURBISHMENT TO THE NEW CRYSTAL FOREST ARCHITECTURE CONCEPT IS SHARED BY THE RETAILER AND SWAROVSKI. While Swarovski provides all furniture on loan, the retailer is expected to refurbish the store according to Swarovski standards and guidelines. TYPE OF INVESTMENT ELEMENTS OF INVESTMENT INVESTOR FURNITURE Showcases Vitrines Branding elements etc. Swarovski will cover this cost (furniture remains property of Swarovski) ADDITIONAL FIXTURE INVESTMENT Floor tiles Ceilings lights Retailer investment of ca. 100 / m 2 (from selected suppliers only) CONSTRUCTION COSTS Floor covering Wall construction Painting Electrical works Labor Shopfront Shop closure etc. Retailer investment according to your own estimations 16

17 STORE PLANNING THE TOTAL REFURBISHMENT LEAD TIME DEPENDS ON THE SCOPE OF YOUR STORE PROJECT AND NEEDS TO BE DISCUSSED IN DETAIL WITH YOUR LOCAL SWAROVSKI ACCOUNT MANAGER. In any event, the planning process can only commence once the architecture team receives the complete documentation from the retailer. This includes: Detailed store plans (dwg format) Pictures of existing location Signed contract timeline PLANNING ARCHITECTURE LEAD TIMES FURNITURE INSTALLATION OPENING SHOP REFURBISHMENT Please discuss the exact timelines with your account manager 17

18 EMBRACE YOUR MEMORIES CHARMS COLLECTION FALL/WINTER 2011 FOR SALES CONSULTANTS WORLDWIDE 2012_CoopAd_vertical_CMYK.indd 10 21/10/11 14:38 CHRISTMAS 2011 BE THE STAR This Christmas, Swarovski sparkles with the stars: ornaments illuminate and Jewelry designs shine. Get inspired by the new Christmas collection! BESTSELLERS BRAND AMBASSAD OR SALE S TRAINING CONTACT LIST EMBRACE YOUR MEMORIES FOR FURTHER INFORMATION ABOUT THE NEW ARCHITECTURE CONCEPT AND FOR MORE DETAILED INFORMATION, YOUR LOCAL SWAROVSKI REPRESENTATIVES WILL BE HAPPY TO ASSIST YOU SWAROVSKI AG NAME OF THE RETAILER Address, Postal Code, City Telephone, Website SWAROVSKI CHARMS 18

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