Swarovski - Game of Crys­tals

Swarovski is mak­ing strong pres­ence across the coun­try to­day. In be­tween ro­bust MBO scal­ing plans, en­ter­ing into non-metro mar­kets and on the verge of rolling out their lat­est global de­sign con­cept in In­dia, VM&RD catches up with Jochen Sch­midt, VP Re­tail

VM&RD - - The Storytellers’ Bar -

Tell us about your re­tail pres­ence sce­nario in In­dia and how do you plan to scale it up? Jochen : In to­tal we will have around 12 projects in In­dia this year. Eleven are new open­ings and 4 of them will be MBOs. We will pro­ceed with this pace over the next years as we strongly be­lieve in the fur­ther de­vel­op­ment of the re­tail land­scape in In­dia. We tar­get for the right mix be­tween EBO and MBO. In an ideal mix both chan­nels sup­port each other. Whereas the EBO is a strong tool for a pre­mium brand to drive brand aware­ness, pro­vide an out­stand­ing con­sumer ex­pe­ri­ence and the full of­fer. The MBO’s will help to reach out to the con­sumer in un­der-pen­e­trated re­tail lo­ca­tions and pro­vide ac­ces­si­bil­ity to the con­sumer. Also here we want to fur­ther grow and this is re­flected in our midterm dis­tri­bu­tion plan.

Sukanya : Swarovski has been in In­dia since 2000, and we would like to think that we are one of the few ma­ture brands in In­dia.

We are very well dis­trib­uted in malls across the coun­try as well multi-brand outlets. We started off with an on­line pres­ence on e-com­merce shop­ping web­site, Myn­tra last year and ex­panded to Jabong this year. We plan to have a pres­ence on most of the lead­ing e-com­merce web­sites of the coun­try.

What scope do you see in In­dian non­met­ros?

Sukanya : Keep­ing in mind the coun­try’s in­cli­na­tion to­wards the brand, we will con­tinue our in­vest­ments in the In­dia mar­ket by be­com­ing more ac­ces­si­ble to cus­tomers as the re­tail mar­kets evolve and Tier 2 mar­ket are def­i­nitely an area of in­ter­est for us, which we will at­tempt to lever­age in the com­ing years.

Jochen Sch­midt, VP Re­tail Ar­chi­tec­ture CGB, Om­nichan­nel & Com­mer­cial Op­er­a­tion, Swarovski

Sukanya Dut­taroy, Man­ag­ing Direc­tor, CGB Gen­eral Man­age­ment, Swarovski In­dia

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