...Audit Sephora Carole CLEMENT SOMMAIRE 1 I. LVMH et Sephora : 1) LVMH en quelques chiffres 2) LVMH organigramme 3) DFS, les enseignes de distribution sélective du groupe II. Présentation Sephora : 1) Historique de Sephora et ses dates clés 2) Présentation du concept III. Marché : 1) Evolution du marché 2) Comportement du consommateur 3) Présentation de la concurrence a) Les parts de marché des concurrents b) Marrionaud Concurrent n°1 4) Sephora sur son marché a) Positionnement b) Cible c) Quelques chiffres d) Stratégie de différenciation IV. Stratégie de croissance de Sephora 1) Croissance interne 2) Croissance externe V. Stratégie commerciale 1) Politique salariale 2 2) Gestion de l’approvisionnement 3) Politique de prix 4) Marque de distributeur : Sephora VI. Analyse des comptes 1) La croissance 2) La rentabilité de Sephora 3) Capacité d’autofinancement 4) La trésorerie 5) Indépendance financière 6) Les stocks 7) Probabilité de défaillance VII. Menaces et perspectives d’avenir LVMH et Sephora 1°- LVMH en quelques chiffres 3 Le groupe LVMH, leader mondial du luxe, est né en 1987 du rapprochement de Moët Hennessy et de Louis Vuitton. Il est détenu à 47,5 % par le Groupe Arnault, et donc à travers lui par Bernard Arnault, le président directeur général du groupe. LVMH emploie aujourd'hui près de 65 000 personnes, possède 1723 magasins dans le monde, est présent dans cinq secteurs d’activités et dispose d’un portefeuille d’environ...
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...Sephora Case Study Retail Management Jillian Moroz January 22, 2014 * Sephora is the world’s largest luxury goods company * Innovative retail concept from France; changing the way cosmetics are sold * Sephora’s store layout, design, and product concept is much different * Fashion retail concept try’s to give customers what they want * “Freedom, beauty, and pleasure” * Some of the products that Sephora offers are: * Hair care * Cosmetics * Fragrances * Bath and body * Skin care * Own private label brand (accounts for 10% of their sales) * Sephora allows their customers to choose their own level of service * May opt for a “individual experience and reflection to detailed expert advice” * can be done either in store or on their website (www.sephora.com) * Issues catalogues several times a year that include beauty tips, trends, and showcases a variety of different brands and products * Arrived in the US in 1998 with two store locations in New York and Miami * “Flagship” store opened October 1999 in Rockefeller Center in New York with 1950 square meters of space * Sephora operates 515 stores in 14 countries worldwide * Canada * Czech Republic * England * France * Greece * Italy * Luxembourg * Monaco * Spain * Poland * Portugal * Romania * Russia * Turkey * More than 126 store across North America * Opened their...
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...Case Facts * Sephora started its operations in Europe in year 1969 as a single perfume shop. * Through a series of expansion, Sephora was able to operate 54 stores by mid-90 and represent 8% of total French retail perfume market. * The product mix for Sephora was wide range of cosmetic, fragrance, hair and skin care products. * After Sephora was acquired by LVMH, the company continued its expansion and entered the U.S market by opening a store in New York in the year 1998. * Initial reaction by big brands in U.S was Luke warm and thus Sephora had to rely on less well known brands to fill its shelves. * Some of the operational consistencies across all its stores were hiring noncommissioned employees to guide consumers and answer questions, maintain similar “look and feel” and play combination of pop and alternative music to create fun, party atmosphere. * Sephora earned the reputation of having vibrant stores that encouraged trial and experimentation. * By 2010, Sephora operated in 23 countries and had nearly 1000 stores. Approximately, 45% of these stores were in U.S and Canada. * Sephora’s alliance with JC Penny in 2006 was the reason Sephora had more than 200 stores in U.S were located within JC Penny location. * Through its stores, Sephora offered 288 brands representing over 20,000 products. * The target market for Sephora was 25-35 year old women, as this age group had an aspirational element attached to it. * In terms of the...
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...- Century 21 prioritizes mobile in significant loyalty program push Posted By Lauren Johnson On January 14, 2014 @ 4:45 am In Featured,Mass merchants, department stores and malls,Multichannel retail support,News,Retail Sectors | No Comments [1] Century 21's mobile site NEW YORK – A Century 21 executive at the NRF 103rd Annual Convention & Expo revealed plans to roll out a pilot program this month that leverages a mobile application and augmented reality as part of a plan to increase loyalty program sign-ups 25 percent to 34 percent this year. The Century 21 executive detailed the department store’s plans to break into mobile this year during the “The Power Couple: Loyalty and Mobile” session, which also included executives from Sephora and Sears. The session was moderated by Leslie Hand, research director at IDC Retail Insights [2] , Framingham, MA. “We have had a loyalty program for over four years, and we are now just going into the mobile space,” said Sandi Riffle, director of process improvement and communications at Century 21 Department Stores, New York. “We are looking at this as if she’s not loyal to us, but that she’s rewarding herself with different perks and benefits across all of our eight stores,” she said. Building up loyalty efforts Century 21 [3] will roll out a pilot mobile app program this month as part of the New York department store’s efforts to ramp up its loyalty program. The app caters to both New Yorkers and international consumers. The international...
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...Executive Summary After being founded in 1969 in France, Sephora was expanded internationally and opened its first store in Toronto, Canada in 2004. Sephora is a leader in providing customers with a variety of high-quality beauty and wellness products and well-known brands. Sephora has a human relations managerial strategy that focuses on teamwork and company loyalty. Using a combination of base pay, indirect pay and team-based performance pay, Sephora’s compensation strategy aligns well with its chosen managerial strategy. Sephora also has a clear understanding of the different structural and contextual variables and how they must align with their managerial strategy. They take care to ensure that these variables are linked with their human relations strategy. By doing so, Sephora is also able to understand its own needs as well as what behaviours, and mix of compensation to generate these behaviours, is required to achieve its goals. In order to produce the behaviour that is necessary to achieve an organization’s goals, the company needs to be aware of the rewards they are offering their employees and whether the employees find these rewards motivational. Sephora, a leader in compensation in their industry, understands what type of rewards encourages their cast members to produce results, and ensures that these rewards are communicated and visible to the workers. While having a successful team-based reward program, Sephora needs to look at improving its individual rewards. ...
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...INTRODUCTION/BACKGROUND OF COMPANY Positioning: Sephora is the largest prestige beauty specialty retailer in the world. Target Market: 25-35 year old women. Logo: Flame Tagline: The beauty authority 4 P’S OF MARKETING Products: 288 brands, representing over 20,000 products, ranging from prestige brands such as Lancome, Clinique, Urban Decay and Too Faced. Also carried a host of private label products in every category. Pricing: Pricing is often identical to that of department stores. Place: 1000 stores in 23 countries, out of which 450 are in U.S and Canada. In America, it has a retail presence in 36 states. Throughout U.S, Majority of the stores are in metropolitan areas and shopping malls. In 2006, Sephora entered into a retail partnership with JC Penney in which it became the exclusive beauty retailer inside JC Penney department stores. Promotions: Typically involved offering samples. Also offers two discount events annually to its loyalty card holders only. COMPETITORS Brick & Mortar Competitors: • Macy’s • Nordstrom • Mac • Ulta Click & Mortar Competitors: • Amazon.com • Beauty.com • Birch box • Gilt Groupe PODS AND POPS POD: • Vibrant stores that attracted young and chic clients • Stores encouraged trial and experimentation of products. • Used pull strategy for all brands as they didn't have a dedicated salesperson for each brand unlike other drugstores and department stores. * Open sell self-service...
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...Anthony Brown MBA 532 2/9/2016 Sephora Direct Case Analysis I am lucky to have some additional contextual information about Sephora’s online marketing efforts in the years leading up to this case. Until roughly 2007, Sephora.com was built using Amazon search, browse, and checkout technology, as well as hosted on Amazon servers. Sephora was responsible for their own customer service, but we were tasked with fixing any technical issue with the website. Although online sales had been increasing at a relatively steady rate year over year (as seen in exhibit 10), they were not meeting the company’s expectations. The marketing executives I worked with were convinced that random, nebulous technical issues with the website were to blame. Unfortunately, we were never able to recreate or substantiate most of the technical problems they reported, and both sides ended up wasting a lot of time and effort. As a result, the relationship between our two companies began to suffer, and they left the Amazon platform in late 2008. I am happy to see that as of 2010, the folks who were leading Sephora’s marketing efforts were focusing on new strategies and technologies, instead of hyper focusing on their own website as their singular online presence. Although Sephora.com is an important part of their customer experience, the focus of the website (and the mobile site & app) should be to drive customer purchases. Sephora’s social interactions with customers should be primarily focused on external...
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...Module 4 - Social and Cultural Influences In order to expand into another country, an understanding of cultural difference that can affect the business needs to be addressed. This is called cross-cultural literacy. To gain a better understanding of Australia, a study was conducted of population, social and cultural aspects. Demographic Trends In 1945, the population of Australia was seven million and was predominantly Anglo Celtic. Today, the population is twenty-one million with 43% either being born overseas or at least one parent being born overseas. In 2009, the birth rate was 12.47 births per 1,000 persons in the population. The literacy rate is 99.0%. Cultural Analysis – Values, Norms, Social Structure Australia has a blend of traditions and influences which define their values and norms. “..Everyone is expected to uphold the principles and shared values that support Australia’s way of life. These include: respect for equal worth, dignity and freedom of the individual; freedom of speech and association; freedom of religion and a secular government; support for parliamentary democracy and the rule of law; equality under the law; equality of men and women; equality of opportunity; peacefulness; a spirit of egalitarianism that embraces tolerance, mutual respect, and compassion for those in need. Australia also holds firmly to the belief that no one should be disadvantaged on the basis of their country of birth, cultural heritage, language, gender or religious belief...
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...RISK & ASSETS OF THE FORMER IMPLANTATION OF SEPHORA IN CHINA With an annual turnover of around 2.5 billion euros, Sephora is a worldwide brand. Present in China since 2005, the company now has 135 stores in 47 cities. The brand has experienced a rapid development and do not stop there. The brand aims to open more new stores, particularly in the towns of 2nd and 3rd level. Indeed, cosmetic products in China are rapidly expanding. What were the risk and assets of an implantation in China? I - RISK 1. Cultural rigidities Traditionally, cosmetics, especially skincare and fragrances are reserved for women. Taking about caring of your body is not a major concern for men, especially in rural areas. However it develops in the cities new male customers, more westernized, consisting essentially of managers with a high enough income. Female customers appreciate in great majority the skin lightening products. Unlike the European, they prefer light perfumes and discreet scent, and they prefer the scent of flowers. In addition, the Chinese hardly use deodorant. Most Chinese do not know cosmetic products or only a small part, which requires a high level of involvement on the part of vendors and a strong marketing strategy to attract potential consumers. 2. Copying Counterfeiting is a problem in Asian countries and in particular China, where the industry has taken on an unprecedented scale over the last ten years. It represented in 2006 about 8 % of China's GDP ($115,76...
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...or cyber/online store I have selected is Sephora or Sephora.com. The word Sephora originates from "sephos", which is Greek for "beauty" and the name Zipporah, the exceptionally beautiful wife of Moses in the Book of Exodus. The name Zipporah is in the Greek Old Testament. The Sephora logo is a white "S" shaped flame against a black background. Sephora is a French brand and chain of cosmetics store founded in 1970 by Dominique Mandonnaud and this company is originated in the capital city of Paris in France. Sephora is a consumer goods industry. Sephora opened its first United States store in New York City in 1998. Its North American headquarters is located in San Francisco, with corporate offices in New York City and Montréal. Featuring more than 100 brands, along with its own private label, Sephora offers beauty products including makeup, skincare, body, fragrance, color, and haircare. Today, Sephora is one of the leading perfume and cosmetics stores in France and holds a long-standing presence in the beauty industry around the world. Sephora is owned by Louis Vuitton and Moet Hennessy LVMH as of 1997. Sephora launched its online store to the U.S. in 1999 and into Canada in 2003.Sephora currently operates over 1,700 stores in 30 countries worldwide generating over $4 billion in revenue as of 2013, according to Forbes. As of September of 2013, the Sephora at Champs Élysées in Paris, France, attracts over six million people a year. Sephora now also offers UK delivery on its site...
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...Response to Question 1 Sephora is a company known for its vibrant stores that encourage trial and experimentation of its beauty products. The website’s explosive growth speaks to its success; by 2010 it had grown to be the largest online prestige beauty website capturing 30% of the US market. From 2006-2010, the e-commerce site experienced a minimum of 30% growth in visits each year over the previous year. In 2010 the site was accessed by 3 million unique visitors each month, garnering 3.4 million page views per day. Adding the ability for users to rate and review Sephora products enhanced the user experience and drove users to the site. Just as it had been in the physical stores with cast members assisting shoppers in trying products, customer interaction with the company, in the form of posting questions and reviews, played an important role in the overall online experience. By recognizing that key function in the relationship, Sephora maximized the website’s usefulness and propelled its growth. The development of the Beauty Insider customer loyalty program has been another key element to Sephora’s digital success. The company employed a bold strategy to offer perks, rather than discounts, in exchange for a customer’s email address, and within 3 years Sephora had 15M customers signed up for the loyalty program. It is easy to join, offers consumers quick rewards, and Sephora uses the program to track its users’ purchases and patterns. The success can partly be attributed...
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...How should Sephora allocate budget across the various digital categories? <Chart 1 – Marketing vehicle, directions of media in IMC process> Sephora’s digital media budget allocation should be planned to execute distinctive strategy and exploit on-line market growth. After analyzing Sephora’s differential advantages over other competitors from customers’ view of purchase process, we could concluded that it should strengthen advantages of ‘Conviction’ stage as differential sources which represent ‘Beauty experts’ and ‘advice’. Furthermore, we also decided that it is vital to consider repetition-purchase-rate and get additional investment on mobile applications to respond to increase of on-line formats. Since the case did not provide customers’ purchase process of Sephora specifically, we analyzed the case by using basic model of integrated marketing communications (IMC) and defined each media’s attribute by evaluating qualities of them through team discussion. We considered directions of each media in the process not allocating budget quantitatively since there was no conversion rate, unique visitor and unit cost in the case. A. Conviction efficiency – 40% ($ 400,000) : Beauty Talk It is very necessary for Sephora to make positive conviction to potential consumers to retain more actual purchase from them. Actually, it should focus on marketing resources and make company’s differential strategy by activating interactive resources, Sephora’s advantage. According...
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...Sephora has changed the way women shop for cosmetics, giving traditional department store counters their first real competition in over 50 years. Now, teaming up with Marc Jacobs to launch an ambitious new color cosmetics collection called Marc Jacobs Beauty, the retailer is venturing into new waters and creating new synergies within the LVMH group, which owns both companies. As we talk now about strategy I’d like to talk especially about swot analysis in Sephora First of all, One of Sephora’s key strengths is its self-service approach to cosmetics. Those who go to Sephora are able to test as many products as they would like at their leisure. This is quite different from the approach used by both department and drug stores. At Sephora, customers are able to freely experiment with products while still having the option to speak with an expert if they choose. Additionally, the self-service model is superior to drug stores’ approach, in which customers do not have the ability to test the makeup at all. In this respect, Sephora truly offers the best of both worlds by allowing patrons to take the guess work out of buying cosmetics while in a comfortable and relaxed environment. At Sephora, customers are able to freely experiment with products while still having the option to speak with an expert if they choose. Additionally, the self-service model is superior to drug stores’ approach, in which customers do not have the ability to test the makeup at all. In this respect, Sephora...
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...* Sephora went to Japan on 1999, but withdraw on end of 2001. (Because it couldn’t compete with local department stores and drug stores.) * Sephora has entered into Spain by joint venture on 2005 Feb, then into China by JV as well on 2005 April. Exit form UK at 2005. * Target is to have 100 stores by 2010 in china. * Expect to have more stories in China than France in the future. LVMH's Sephora leaps into China, exits UK.(forms joint venture with Shanghai Jahwa United )Cosmetics International| April 08, 2005 | Ching, Han Mui | COPYRIGHT 2009 Communications International Group. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information) LVMH-owned cosmetics retailer Sephora has entered into a joint venture with Chinese company Shanghai Jahwa United to make its presence felt in the fast-growing Chinese market. A total of US$50m is expected to be pumped into the venture-Sephora (Shanghai) Cosmetics--to set up a retail network. Sephora will open its first flagship store in Shanghai later this month, followed by another five stores within the next two years (though not limited to the main commercial city of Shanghai). Sephora said that it will bring about 10 new brands from its worldwide collection to China. The company has set a target of 100 specialty stores by 2010 in China, and could possibly have even more stores...
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...using the information contained in the questions and email it to your child’s counselor prior to their junior interview.z |Your Name: |Carolyn Grey | |Student Name: |Sephora Grey | |Student ID: | | |Your Email Address: |Cngrey1@aol.com | | |7421 Algona ct Derwood MD20855 | |Date: |3/30/14 | | | | Academic Profile: • What course has been most rewarding, fulfilling and/or interesting to your child in high school and why? I believe Sephora enjoyed Honor History and Government. He always commented about the debates and was keenly interested the the current events involving the law. She also enjoys her law class and loves to talk about the cases and self-assessment questions in relation to how would you rule ...
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