SINGAPORE. In our new series Moodie Davitt Video View, we bring you exclusive on-the-ground coverage from the most innovative brands in travel retail straight from the industry’s most important events.
In this edition, The Moodie Davitt Report Brands Director Hannah Tan-Gillies meets Swarovski Head of Global Travel Retail Andreea Marginean in Singapore. Marginean talks about a period of transformation at the crystal jewellery house, under its Lux Ignite strategy.
“It’s great to be in Singapore for the first time,” Marginean says. “We have been showing in Cannes a few times, but it’s our first time here. We’re happy to meet our partners and connect with our local and global teams. We’re leaving Singapore energised and motivated for what’s to come in travel retail.
“The biggest news for Swarovski is we have now officially established a global travel retail team,” she adds. “Swarovski has been going through a transformation journey these past couple of years. As part of our Lux Ignite strategy, we’ve brought a new Creative Director in-house, introduced new range of products, new distribution concepts like ‘Wonder Lux and ‘Wonder Colour’ and new campaigns including a very exciting one with Bella Hadid.”
Travel retail is a big focus for Swarovski this year. She says: “A lot of exciting things happened last year and this helped consolidate our position in the luxury market and further grow the Swarovski brand. We wanted to bring that to travel retail. Now is time to put travel retail bag in the limelight. Our Lux Ignite strategy has shown great results in 2022 and now it’s the perfect timing to ensure that our new strategy is fully rolled out in travel retail. This is one of our company priorities in 2023.
“The business has been in great hands with our local teams, but now we have a global team who can bring consistency in the Lux Ignite roll-out and who are focused more on customer-inspired innovation and tool in travel retail.”
Offering a final message to the industry, Marginean says: “Swarovski has a special role to play in travel retail because we are positioned at the intersection of luxury and crystal savoir-faire. Our Lux Ignite approach also gives us special gifting appeal in the channel.” ✈
