Swarovski positioning itself as a luxury fashion brand by creating a consumer experience that embodies Swarovski's brand values of innovation and modernity. They would like to position themselves as creating premium, high-quality products with many features for the high-value customers. They are working hard on the continuous innovation to be a market leader in the luxury and travelling jewellery segment. Their products are truly multifaceted and as multifaceted as that product is, so is the customer base. This gives Swarovski a unique advantage in the current economic climate to reach out to a broad spectrum of people and provide them with a luxurious yet affordable product