Chapter 11: Developing and managing products

Swarovski has introduced many new product lines since the company began. The main objective of company at first was to entertain consumers with just crystals but since then they have ventured out from just crystals to jewelry, figurines, collections, watches, accessories, a men collection and gifts.

Most companies focus on attain feedback from social media accounts. Likes and comments are seen as potential feedback on a new product they might be launching. This strategy could be seen as test screening for a product. Swarovski Crystals does something similar yet they heavily rely on celebrities to endorse their product, not only that they love working with celebs on a creative level to attain an input on their products and or create a totally different product with them.
Zoë Kravitz collaborated with Swarovski in 2013 by launching a collection named "Swarovski Crystallized Collection". This type of association brings media attention from all kinds of outlets which can be seen as an advertisement of sorts.