st dupont
Male market started again hurriedly for few years. Women’s coquetry seems to have made envious persons. Actually “mister” takes more and more care of him, makes body-building, uses perfume, looks after his face and his body. More and more young men return to elegance in order to seduce or for his own pleasure. Luxury male market represents an important sector as proves it for example Tom Ford’s next project of breaking into the male market with a new exclusively male luxury brand. Nevertheless numerous actors which own quite legitimacy thanks to their old age on luxury male market are in trouble today : both Dunhill and S.T Dupont are victims of these difficulties. In this marketing report we analyse Dupont’s case. Today, S.T.Dupont proposes a complete luxury offer for men with large lines of accessories: lighters, pens, tanning, belts, cuff links, crowbars with tie, glasses, perfumes, and lines of clothes.
Over last years the market of lighters collapsed as the market of pens did because of medical reasons and cultural evolution for the second part. For the company ST DUPONT, the main issue is that it’s especially known for its lighters, which became mythical objects. For a majority of consumers this company is only connected to lighter, Dupont is synonymous of “lighter” even if it