DiorSWOT analysis

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DiorSWOT analysis

  1. 1. Dior Fragrance & Beauty SWOT Analysis by Marlena, Dounia and Cyril
  2. 2. LVMH Group Dior : Star brand SWOT Analysis Recommendations Introduction
  3. 3. LVMH - Dior 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. 4. Turnover : € 3,6 billions (a 17% increase) Selective Retailing : € 7,9 billion Dior : Fragrances & Beauty Fragrances 48% Make-up 35% Skincare 17%
  5. 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. 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 : Solid growth in 2012 Some figures…
  7. 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. 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. 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. 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. 11. Tough existing competition Increasing number of new designers Counterfeiting Sales lost on its leading customer group Animal right groups Connection with substitute products SWOT - Threats
  12. 12. Short term : Improve the website Marketing & advertising towards males Long term : Offer economical line Counterfeit protection Develop untapped markets Recommendations
  13. 13. Thank you for your kind attention - Q & A session is now open to floor

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