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
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