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