The Swarovski Spring Summer 2013 collection campaign features gorgeous Victoria’s Secret model Candice Swanepoel adorned with dazzling sporting gear. Swarovski has taken an interesting approach in its campaign this season by choosing to mix up remorseless femme glam with rather masculine sports gear.
Even though contradictory, the motorcycle helmet, the dumb bell and the skiing goggle all look ravishing decked out in luxurious Swarovski crystals. Through this gender association contrast, the campaign also has a finely interesting shock factor that catches the eye, making it acutely memorable.
While humans’ relationship with shiny objects is an interesting one, the associations made with them are unanimous: people love precious gems. Swarovski is a brand that has taken full advantage of this association and has made its brand name a perfect synonym with glamour and luxury.
Luxuriated Sporting Gear
Swarovski S/S 2013 Campaign Features Crystallized Sport Accessories
Trend Themes
1. Crystal-encrusted Accessories - Opportunity for businesses to incorporate Swarovski or other precious gems to enhance the visual appeal of sport accessories.
2. Gender-bending Fashion - Disruptive innovation opportunity lies in creating fashion-forward designs that challenge gender stereotypes in sports gear.
3. Luxury Sportswear - Potential for companies to tap into the market of high-end sportswear by incorporating luxury materials and design elements.
Industry Implications
1. Fashion - Incorporating premium materials and crystals can revolutionize the sportswear industry by introducing a new level of luxury.
2. Jewelry - The jewelry industry can explore collaborations with sports gear manufacturers to create crystal-encrusted accessories that combine fashion and functionality.
3. Sports Equipment - There is potential for sports equipment manufacturers to incorporate luxurious design elements to target affluent consumers seeking unique and stylish gear.