2. Evaluations
• Participation ( 10% )
• Quizz at the end of each class ( 40% )
• Written ( 15% ) and oral presentation ( 35%):
« How new technologies, outsourcing and
ecology will impact Luxury business
development.”
Gilles Chavet pour EMC Campus 2012 /
2013
3. Luxury for you
On a piece of paper please indicate 3 brands
that represent luxury for you, in any sector.
Gilles Chavet pour EMC Campus 2012 /
2013
5. Agenda
• 1st Part : Overvue
• 2nd Part : Market
• 3rd Part : Product
• 4th Part : Managing
• 5th Part : Presentations
Gilles Chavet pour EMC Campus 2012 /
2013
6. Luxury Industry in France
Secteurs industriels français les plus performants
• Industries agro-alimentaires 139,7 milliards d’euros.
• Bâtiment et travaux publics 137 milliards d’euros.
• Industrie automobile 109 milliards d’euros.
• Industries de la chimie 96,6 milliards d’euros.
• Transformation des matériaux (acier, aluminium, verre, plastiques, caoutchouc) 65,1 millliards d’euros.
• Télécommunications et technologies de l’information et de la communication 45 milliards d’euros.
• Industrie pharmaceutique 40,6 milliards d’euros.
• Industries de la mode et du luxe 35 milliards d’euros.
• Industrie aéronautique et spatiale 32,1 milliards d’euros.
Gilles Chavet pour EMC Campus 2012 /
2013
7. Luxury Brands
• Know-how
• Awareness of the public
• Global presence in the world
• But also…
Gilles Chavet pour EMC Campus 2012 /
2013
8. Luxury Brands
• Dream
• Desire
• Belong to a group, a
tribe … to be developped
Gilles Chavet pour EMC Campus 2012 /
2013
9. The branches of luxury industry
• Fashion & Leather goods
• Perfumes & cosmetics
• Jewerly & time pieces
• Wine & spirits
• Art of the table
• Selective distribution
• Tourism & hospitality industry
Gilles Chavet pour EMC Campus 2012 /
2013
18. Jewerly and time pieces
France
• Cartier
• Hermès
• Boucheron
• Chanel
• …/…
Gilles Chavet pour EMC Campus 2012 /
2013
19. Jewerly and time pieces
Switzerland
• Patek Philippe
• Rolex
• Zenith
• Blancpain
• Chopard
• …/…
Gilles Chavet pour EMC Campus 2012 /
2013
20. Jewerly & Time pieces USA
• Tiffany’s
• Harry Winston
Gilles Chavet pour EMC Campus 2012 /
2013
21. Jewerly and time pieces UK
• Garrard
• Mappin & Webb
Gilles Chavet pour EMC Campus 2012 /
2013
22. Wine and spirits
• Moet et Chandon
• Taittinger
• Hennessy
• Cheval blanc
• Château d’Yquem
• …/…
Gilles Chavet pour EMC Campus 2012 /
2013
23. Art of the table
• Baccarat
• Saint Louis
• Puiforcat
• Christofle
Gilles Chavet pour EMC Campus 2012 /
2013
24. Selective distribution
• Bergdorf Goodman USA
• Harrods UK
• Lane Crawford HK
• Bon Marché France
• Isetan Japon
• Saks Fifth Avenue USA, Moyen orient,
Mexique
• …/… Gilles Chavet pour EMC Campus 2012 /
2013
25. Tourism & hospitality industry
• Mandarin Oriental
• One and Only resorts
• Relais Chateaux
• Raffles
• Shangri-la
• Ritz Carlton
• Four seasons
Gilles Chavet pour EMC Campus 2012 /
2013
26. Hospitality industry & tourism
( cont … )
• La tour d’argent
• Maxim’s
• L’ Arpège
• …/…
Gilles Chavet pour EMC Campus 2012 /
2013
27. Comité Colbert
• See site of « Comité Colbert »
Le Comité Colbert: 75 houses that represent :
26 billions of turnover
Colbert en chiffres
128 000 persons in France
Representing ¼ of wold luxury sales , twice the business of Italy
and 2,5 times US business .
84% of the turn over of The houses of Comité Colbert is made
abroad.
Gilles Chavet pour EMC Campus 2012 /
2013
39. Membres associés :
• ACADÉMIE DE FRANCE A ROME - VILLA
MÉDICIS 1666
• AIR FRANCE 1933
• CHÂTEAU DE VERSAILLES 1661
• COMÉDIE-FRANÇAISE 1680
• LA DEMEURE HISTORIQUE 1924
• MOBILIER NATIONAL - GOBELINS, BEAUVAIS,
LA SAVONNERIE
Gilles Chavet pour EMC Campus 2012 /
2013
40. • MUSÉE DU LOUVRE 1793
• SÈVRES, CITÉ DE LA CÉRAMIQUE, 1738
• LA MONNAIE DE PARIS 864
• OPÉRA NATIONAL DE PARIS 1669
• CERCLE DE L'ORCHESTRE NATIONAL DE
FRANCE 1925
• LA SORBONNE 1257
Gilles Chavet pour EMC Campus 2012 /
2013
41. Communication: Objectives
• Creation of a brand IMAGE
• Maintain & Increase NOTORIETY
• Create & maintain DESIRABILITY
Gilles Chavet pour EMC Campus 2012 /
2013
67. Distribution :
• History : limited the spread out
• Organisation within companies structure
• Retail
• Wholesale
• Franchises
• Licences
Gilles Chavet pour EMC Campus 2012 /
2013
68. Wholesale
• Wholesale management under the
responsability of the Commercial
Departement
• No obligation of contract , but possibility of
commercial / distribution agreament :
exemple US Departement stores
Gilles Chavet pour EMC Campus 2012 /
2013
69. Wholesale : where ?
• Departement stores : US, France, Japon, UK
• Concept-stores
• Specialty stores ( multi-brand stores )
Special exemple : Openning Ceremony
Gilles Chavet pour EMC Campus 2012 /
2013
70. Management and developpement
of Retail Network
• Definition
• Why ?
• Management
• Developpement of concepts
Gilles Chavet pour EMC Campus 2012 /
2013
71. Retail : Why ?
• Double margin retail &wholesale
• 100% CONTROL
• Communication : secure Image
• Global product offer
• Plate-form for testing markets
• Show-case of potential partners
Gilles Chavet pour EMC Campus 2012 /
2013
72. Retail: Management
( mini-companies )
• Individually, own stores are a company on
their own
• Managing a network by implementing
processes and methods to increase efficiency
and profitability
Gilles Chavet pour EMC Campus 2012 /
2013
73. Retail : Management
• Retail Director
• Scouting new locations
• Working with realtors and land-lords
• Liaise with architectural & merchandising
departements
• Work with product marketing departement to
implement coherent & global offer
Gilles Chavet pour EMC Campus 2012 /
2013
74. Retail : Management (cont…)
• Locally hired staff
• Training
• PR events and communication
• CRM
• Stock management
• Sollicitate all in house departements
Gilles Chavet pour EMC Campus 2012 /
2013
75. Retail = Control
• Margin goals
• Using retail to increase quantities produced
and increase margins
• Setting goals to team and follow-up with
processes .
Gilles Chavet pour EMC Campus 2012 /
2013
76. Retail : Developpement of
concepts :
• Concept : evolution and changes ( about 5 / 7
years )
• Zones for retail: Europe, USA, Japan.
• With partnerships : Middle East, Russia, China,
South America.
Gilles Chavet pour EMC Campus 2012 /
2013
77. Retail : Concept
• Géography of Retail Streets in the world :
Madison, Montaigne, New Bond Street,
Aoyama …
• Retail: tool for developpement with partners
• Zoning
• Outlets
Gilles Chavet pour EMC Campus 2012 /
2013
78. Marketing product : organization
in the Company
• Marketing departement
• Product managers
• Organization in Business Units
Gilles Chavet pour EMC Campus 2012 /
2013
79. Product developpement : Basis
• Historical product
• Know-how
• Recognition within industry & market
• Market leader
• World presence
Gilles Chavet pour EMC Campus 2012 /
2013
80. Star product
• Know how
• Profitability
• Find examples…
Gilles Chavet pour EMC Campus 2012 /
2013
81. Increase offer:
• Global concept for global stores…
• Aquire & increase client loyalty
• Increase turn-over & profitability
• Megalomany ?
Gilles Chavet pour EMC Campus 2012 /
2013
82. Quizz
1- Gilles Chavet started his career in Argentina ?
2- They are typically two branches in the luxury
industry : Perfume and cosmetics ?
3- LVMH and PPR are English luxury group ?
4- Italian brands constitute the Comité Colbert ?
5- France is the only nation acting in Luxury
business industry ?
Gilles Chavet pour EMC Campus 2012 /
2013
