Word: swarovski
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...feel that what we have learned over time is a big asset for the company," says Markus Langes-Swarovski, 32, an executive-board member who oversees branding and communication and is a great-great-grandson of the company's founder, Daniel Swarovski. "Protecting your know-how is one element of showing appreciation for what you've achieved...
...this sunny, clear day in the Austrian Tyrol, Langes-Swarovski and Buchbauer, two of the 20 family members who manage and work in the privately held company, are seated at a table in a conference room at the corporate headquarters. Floor-to-ceiling windows provide a view onto the 60 other buildings of the corporate and factory complex, which include a water-purification center. There are five cranes on the property, a sign that business is good...
...Langes-Swarovski explains that the Xilion is cut with 14 facets instead of the usual eight. "But it's not actually the number that's the most important; it's the angle of the facets," says Buchbauer, pointing out a pattern in which sizes and shapes alternate. "Several years back, we looked around the marketplace and saw our competitors getting stronger and advancing technically. There was market demand for a new, more brilliant stone. We had always claimed to be the innovation leader, so we knew it was time to bring out the next generation...
Competitors could certainly copy the Xilion, but building the machines to produce high volumes?Swarovski says its loose-stone production is in the double-digit billions?is the obstacle. "You could hire 200,000 people in China, and they would do the same quantity for probably a lower price," says Buchbauer. "But you could never, ever come out with the same quality. You could never achieve the same standardization...
...Swarovski claims to offer the highest quality on the market and the most extensive range of sizes and colors?15,000 in its catalog. In July, Bruno Frisoni launched a couture shoe-and-bag collection for Roger Vivier starring clusters of colored Swarovski crystals. The same week, Dior, Chanel and Jean Paul Gaultier all sent gowns embroidered with Swarovski crystals down their runways...