There is an opportunity for Swarovski to market high quality optics against cheaper imports to the US market. It has very high brand recognition (thanks to birders & hunters) that remains under developed no doubt because management felt itself unable capture a share of the medium-price market. This is changing at light speed. The middle (and some cases bottom) of the market is vulnerable because in a shrinking economy people are reluctant to buy cheap goods and more inclined to buy a product having not only “good” value, but “lasting” value.

Ironically, quality means more when you have less to spend and you to tend to spend what you do have on “quality” and durability.

That huge middle-class American market is about to wean itself off consuming vast quantities of cheaply made goods.

Don’t miss the opportunity. Assess the market properly and manufacture within reach of the middle class. You will sweep the field.