5. ļ§Mission statement :
āMake women elegant: this has always been
Christian Dior's desire. [ā¦] The Dior spirit keeps on
seeking Beauty to live up to the expectations of
the most sophisticated, sexy and elegant women.ā
ļ§Positionning : Luxury brand
ļ§Segment : Urban upper class men/women
ļ§Target group : Fashion conscious people
Dior Universe
6. ļ§1946 : Dior House creation
ļ§Staff : 76,000 employees
ļ§Outlets : 3,204 all over the world (412 : France)
ļ§France : 13% of global sales (USA:12%)
ļ§āJāadoreā : Leader in France
ļ§āDior Addict Lipstickā : Leader on major
markets
ļ§āPremium Prestigeā line : Solid growth in
2012
Some figuresā¦
7. ļ§Strong luxury brand name and image
ļ§Strong presence over numerous luxury
avenues across the world
ļ§Successful foray into all lifestyle product
lines: fragrances, skincare, make-up
ļ§Increasing vitality of its emblematic product
lines
ļ§Excellent branding & advertising strategy
SWOT - Strengths (1)
8. ļ§Paris : the Silicon Valley of fashion
ļ§Strong innovative and high-end savoir-
faire
ļ§High qualified manpower
ļ§Upper management
ļ§Sephora : leader of the French selective
retailing network
ļ§Support young fashion artists or designers
SWOT - Strengths (2)
9. ļ§Presence in a limited market
ļ§Low revenue and presence in Latin and
South America
ļ§Low brand recognition amongst men
ļ§Replicas create a problem to brand
identity
ļ§Vertical integration
SWOT - Weaknesses
10. ļ§Developping the e-commerce
ļ§Expanding in emerging markets
ļ§Focusing on green initiatives
ļ§Increasing technological innovation
investments
ļ§Investing in the male market
ļ§Developping the selective retailing
network
SWOT - Opportunities
11. ļ§Tough existing competition
ļ§Increasing number of new designers
ļ§Counterfeiting
ļ§Sales lost on its leading customer group
ļ§Animal right groups
ļ§Connection with substitute products
SWOT - Threats
12. ļ§Short term :
ļ§Improve the website
ļ§Marketing & advertising towards males
ļ§Long term :
ļ§Offer economical line
ļ§Counterfeit protection
ļ§Develop untapped markets
Recommendations