Swarovski has cooperated with some well-known influential figures, including model karlie kloss and fashion blogger Melissa Celestine Gao. For example, Swarovski's cooperation with online celebrities has enhanced people's awareness of important jewelry retail activities such as Mother's Day and Valentine's Day. Melissa Celestine Koh has previously published content for various affordable and luxury brands.
Realizing that young consumers may be interested in both affordable retail and luxury goods, the brand has been able to get rid of the obvious stereotype of "luxury goods". It is understood that this is because Swarovski has been influenced by the activity label # brillianceforall, promoting that everyone can afford Swarovski.
Moreover, Swarovski's use of some new technologies to attract young consumers is not just a strategy of online celebrities. In 20 17, Swarovski established the "Innovation Lab" to introduce retail technology into the forefront of its digital strategy. So far, this technology has achieved fruitful results, including an ar application that enables users to "try on" jewelry and an image recognition software based on artificial intelligence to help the brand repair department speed up this process. At the same time, the use of in-store technology also increases the interaction and stay time of consumers. In 20 18, Swarovski began to test the new store model named "Pioneer" in Oxford Street, London, mainly including digital functions such as AR try-on technology and interactive selfie wall to attract young consumers. However, after this incident, I think that since this merchant has already made an act of insulting China, everyone should boycott it and not buy his things.