SWAROVSKI’S IMPRESSIVE TURNAROUND FROM KITSH TO CURRENT
Issue 11, 1 June 2007
In recent years, the Swarovski brand has engineered an extraordinary turnaround. Once widely perceived as a purveyor of kitschy collectables, the Austrian crystals giant is now at the centre of a thoroughly modern $2billion brand fairy tale built on sponsorship, strategic alliances and an eye for fashion and flexibility
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