This document analyzes Dior, a luxury brand within the LVMH group, through a SWOT analysis. It finds Dior's main strengths are its strong brand name and global presence across multiple luxury products. Weaknesses include a limited market presence in Latin America and South America and low brand recognition among men. Opportunities lie in expanding e-commerce, emerging markets, and focusing on sustainability. Main threats are competition and increasing counterfeiting. Recommendations include improving the website, targeting male customers, launching affordable lines, and expanding into new markets.

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

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

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. Turnover : € 3,6 billions (a 17% increase)
Selective Retailing : € 7,9 billion
Dior : Fragrances & Beauty
Fragrances
48%
Make-up
35%
Skincare
17%

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 : Solid 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 competition
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