Swarovski opens its largest flagship store in New York, where consumers can discover jewellery, watches, accessories and decorations in an immersive experience.
Facing strong competition, the company aims to capture new opportunities identified for iconic brands, phygital consumer experiences and sustainability practices.

This case-study covers detailed information about the Swarovski group and the global jewellery market.
The students are asked to prepare the marketing plan for the Swarovski brand: internal and external analysis, marketing strategy (segmentation, targeting, positioning) and marketing-mix (product, price, distribution and communication policies).