Dior swot analysis

1. Dior Fragrance & Beauty SWOT Analysis by Marlena, Dounia and Cyril

2. LVMH Group Dior : Star brand SWOT Analysis Recommendations Introduction

3. LVMH - Dior LOUIS VUITTON MOET HENNESSY 5 - Watches & Jewelry 4 - Perfumes & Cosmetics 3 - Wines & Spirit 2 - Selective Retailing 1 - Fashion & Leather Goods 6 - Other activities 8 brands : - DIOR (star brand) - FENDI - GUERLAIN - KENZO - GIVENCHY - LOEWE - MAKE UP FOREVER - BENEFIT

4. Turnover : € 3,6 billions (a 17% increase ) Selective Retailing : € 7,9 billion Dior : Fragrances & Beauty

5. Mission statement : ‘ Make women elegant : this has always been Christian Dior's desire. […] The Dior spirit keeps on seeking Beauty to live up to the expectations of the most sophisticated, sexy and elegant women .’ Positionning : Luxury brand Segment : Urban upper class men/ women Target group : Fashion conscious people Dior Universe

6. 1946 : Dior House creation Staff : 76,000 employees Outlets : 3,204 all over the world (412 : France) France : 13% of global sales (USA:12 %) ‘J’adore’ : Leader in France ‘Dior Addict Lipstick ’ : Leader on major markets ‘ Premium Prestige’ line : S olid growth in 2012 Some figures…

7. Strong luxury brand name and image Strong presence over numerous luxury avenues across the world Successful foray into all lifestyle product lines : fragrances, skincare , make-up Increasing vitality of its emblematic product lines Excellent branding & advertising strategy SWOT - Strengths (1)

8. Paris : the Silicon Valley of fashion Strong innovative and high -end savoir-faire High qualified manpower Upper management Sephora : leader of the French selective retailing network Support young fashion artists or designers SWOT - Strengths (2)

9. Presence in a limited market Low revenue and presence in Latin and South America Low brand recognition amongst men Replicas create a problem to brand identity Vertical integration SWOT - Weaknesses

10. Developping the e-commerce Expanding in emerging markets Focusing on green initiatives Increasing technological innovation investments Investing in the male market Developping the selective retailing network SWOT - Opportunities

11. Tough existing c ompetition Increasing number of new designers Counterfeiting Sales lost on its leading customer group Animal right groups Connection with substitute products SWOT - Threats

12. Short term : Improve the website Marketing & advertising towards males Long term : Offer economical line Counterfeit protection Develop untapped markets Recommendations

13. Thank you for your kind attention - Q & A session is now open to floor