Luxury Brand SWAROVSKI'S Cross-Border Layout

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Xiaobian of the network to introduce the cross-border layout of SWAROVSKI, a number of luxury brands to enter the real estate.

"SWAROVSKI's identity is evolving into a luxury brand collaborator in the real estate sector."

Nadia said that real estate projects can bring a lot of incremental value to luxury brands, and high-end industries are in an upward stage of development.

Entering the high-end real estate industry is a higher level for the brand, which is the deepening of brand promotion.

SWAROVSKI is playing a big game in the global real estate market, and has begun to move to Beijing and other Chinese cities.

Because of business secrets, SWAROVSKI will announce the names of several other cities after signing the agreement.

In September, SWAROVSKI announced a super luxury residential project in Dubai, which is co operating with Dubai real estate developers.

But the SWAROVSKI construction team in Austria told the reporters exclusively that the Dubai project was only a small part of their real estate layout in Asia, Europe and the Middle East.

At present, the company is in contact with Beijing and several other cities in the mainland of China.

"SWAROVSKI's identity is evolving into a luxury brand collaborator in the real estate sector."

Nadia Blakeney, head of SWAROVSKI construction team in Austria, said that entering the high-end real estate industry means that the promotion of brand culture has reached a higher level. NadjaBrakonier

"We are carrying out some related projects."

Recently, Nadia told the first Financial Daily reporter that the company is trying to find various opportunities for cooperation in the real estate sector.

She introduced the new signing of the Dubai housing project signed in September, and the project will officially start in October 13th.

Although these are recent events, they have discussed with the real estate developer Tebyan of Dubai about how to develop the project for a year.

The final plan is that real estate developers are responsible for the field of real estate.

Responsible for design details, making the house a crystal theme.

In SWAROVSKI's view, this can be integrated into its brand culture through housing. The famous family brand's expertise is precision cutting technology and imitation crystal products.

The residential project in Dubai, called SWAROVSKI wonderful space, consists of two towers on 29 floors and 14 storeys on the ground. The Twin Towers is connected on the 4 floor through the platform.

The family can see Dubai pier, Zhu Mei Strandhotel and vast sea view at home.

In SWAROVSKI's view, this kind of crossover is reasonable for brand promotion. Its entry into real estate is not a desire for investment, but a trend of brand culture development.

"SWAROVSKI's identity is evolving into a luxury brand collaborator in the real estate sector."

Nadia said that real estate projects can bring a lot of incremental value to luxury brands, and high-end industries are in an upward stage of development.

Entering the high-end real estate industry is a higher level for the brand, which is the deepening of brand promotion.

They have never popularized jewelry products, but luxurious high-end lifestyles.

The luxury housing experience for high-end households is closely related to this brand concept.

This cooperation is not a brain beating.

As early as before, SWAROVSKI has its own lighting and interior decoration product team.

Nadia said that in the relevant design field, SWAROVSKI has accumulated rich experience, and cooperation with the real estate industry has also played an advantage.

The implementation of the Dubai project has encouraged SWAROVSKI.

Nadia said that the company will definitely continue to cooperate with the high-end projects of various countries' real estate industry, some of which are already in operation.

Their areas of concern include Asian countries such as India, countries close to the Middle East, and European countries.

China is also in the layout of SWAROVSKI.

Nadia said that SWAROVSKI had actually made business contacts with Beijing and several other cities in mainland China.

As to what the purpose of these real estate projects will be after completion, Nadia says these are not yet determined, but they must be one of the two guests for hotel purposes or residential purposes.

Moreover, the target customers are positioned in the high-end group.

She said that all of these real estate development projects, SWAROVSKI will participate in the initial plan, eventually forming a developer and SWAROVSKI are satisfied with the program.

In recent years, SWAROVSKI is not the only luxury brand to enter the real estate industry.

In 2010, MOET & CHANDON Hennessy Louis Weedon group, the world's largest luxury goods producer, announced that it will open two high-end real estate development businesses in Oman and Egypt.

In 2011, Hermes launched the Hermes Apartments in Zhuhai, China. The way of cooperation is that Hermes brand furniture accessories are widely used in apartments.

In August 2014, Italy luxury brand Fendi (Fendi) announced its first entry into the real estate industry. The joint Argentina luxury developer has developed a real estate project in Miami, USA, which is a 12 storey sea facing building. There are 58 Residence Inn Independence in the building, decorated with brand furniture, and are expected to be completed in 2016.

"This shows that suppliers are moving from passivity to initiative."

Yang Hongxu, vice president of Shanghai E-House Real Estate Research Institute, believes that if the brand is responsible for interior decoration and interior furniture in such cooperation, these brands are actually similar to suppliers.

He said, if

Aiming at their own customer groups, the high-end industry customers are consistent with the target customers of the brand. This cooperation is conducive to brand promotion, and also helps to cultivate customer loyalty.