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