Swarovski puts a spin on its marketing campaign for Ramadan.
Amidst the pandemic, the desire for togetherness is more epoignant than ever. That in mind, Swarovski’s newest campaign concentrates on the importance of making memories and fostering friendships as it works with five social media influencers to share their preparation plans for the Eid-al-Fitr celebration at the end of the holy month of fasting. The five female influencers span passions from music, art, and culture and include an actress, a social advocate, a singer-songwriter, and an entrepreneur. The brand hopes its campaign will act as an anchor of self-expression for consumers looking to see the beauty in the ritual of fasting. To further lift up the holiday, Swarovski is also presenting its Symbolic Collection, which features jewelery in the form of celestial bodies like the moon, which holds a high level of significance in Islam as it signifies the start and end of the holy month of Ramadan.
Tapping into the deeper meaning behind the month of Ramadan is a move that many brands have been inching towards this year especially, as the importance of less-material aspects came to light amidst the pandemic. However, as much as the month marks a time of reflection and sacrifice for consumers who parttake, it also often implies a time of treats at the end of the month for the festival of Eid-al-Fitr, when families typically give each other gifts to celebrate. As such, Swarovski’s new line in combination with a more meaningful campaign that focuses on female empowerment and the Muslim consumer align well with the tone of the times, both subjectively and objectively. Indeed, while the luxury industry was historically slow to embrace digital, with physical stores shuttered and in-person shows and events check-out, leading luxury brands in Gartner’s report on the sector gave increased focus to digital channels to generate revenue during the pandemic. Ultimately, online retail sales for luxury goods increased by 92% in 2020, year over year.