Sephora strategy

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The internationalisation of Sephora

Final project Group 9

Summary

I- Overview………………………………………………………………………………………………………………….3

A) History
B) Success of Sephora
C) Competition

II- Internationalisation of Sephora……………………………………………………………………………….6

A) Strategic choices (drivers of internationalisation)
B) Successful internationalisation of the retailer

III-Strategicstakes for Sephora……………………………………………………………………………………12

A) Sephora strategies in the frame of its internationalisation
B) Internet role
C) Europe challenge

IV-Limits of the internationalisation and strategic outlook………………………………………….15

A) Japan case
B) Strategic outlook of Sephora

V-Conclusion………………………………………………………………………………………………………………18

I/ OVERVIEW

A. HistorySephora, a great French beauty shop, was founded in 1969 by Dominique Mandonnaud. Sephora joined the group LVMH Moet Hennessy Louis Vuitton, the largest luxury group in the world in 1997. In 1969, Dominique Mandonnaud opens its first perfumery in Limoges.

The shop is not designed as a place of sale, but as an area of search, and discovery in which the customer can freely access allproducts. In his shop Dominique Mandonnaud offers beauty tips, makeup lessons and free care. This concept appeals to consumers, front of this success Dominique Mandonnaud opens branded Shop 8, ten new stores and expands in Paris in 1988.

In 1991, he bought the 38 Sephora stores of Boots UK in addition to its 11 perfume and in 1994 only the name of the group needed Sephora. Symbol of elegance, gaiety andfreedom, Sephora is the name (in the biblical tradition), of the wife of Moses. A beautiful young woman, intelligent, daring, free and generous as the image of the client at Sephora.

In 1996, Sephora opened the largest perfumery in the world on the Champs Elysees with over 1300m2 surface 250 brands and over 16,000 references. Shortly after in 1997, Sephora was acquired by the LVMH group that willdevelop the brand internationally primarily in the United States and Asia.

Sephora no longer just a cosmetic shop but has also developed its own cosmetic brand with a full range of bath products, skin care, makeup, accessories and fragrances to meet the needs and desires of all. Many and varied, creative and sophisticated, made with a genuine requirement of quality, these products have beencreated for beauty is a pleasure for all affordable, simple, fun and always at the forefront of the trend!

Today, Sephora has more than 400 stores in Europe and expanding its network in the world, including the United States and China

B. Success of Sephora

Sephora knows a success since its inception. Its concept and original design seduce consumers.
Sephora is "all in one" sector ofthe beauty, space and innovative service to customers’ optimum. An accessible luxury for everyone.

The presence of major brands, from the classical to the most original of the rarest to the most famous, made a Sephora store essential and emblematic in the midst of beauty.

Sephora is also a full line of bath products, skin care, makeup, accessories and fragrances to meet the needs and desiresof all. Many and varied, creative and sophisticated, made with a genuine requirement of quality, these products have been created for beauty is a pleasure for all affordable, simple, fun and always at the forefront of the trend!

The sales team is highly qualified, motivated and fun. Sephora knows customer loyalty and taking care of her. Via the website and loyalty card Sephora followsthroughout the year and his client meets all their needs.

Sephora faces success from its creation. Its concept and original design seduce the clients.

C. Competition

The beauty market in France is completed. Sephora is not only competition from stores such as beauty Nocibé, Douglas, Marionnaud ... but also and increasingly through the spaces beauty department stores (Printemps , Galeries...
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