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Sephora

Sephora. Julie Smith, RJ Sohler, Hanh Nguyen June 5, 2006. Background. Founded in France in 1969 by Paris-based LVMH Moët Hennessy Louis Vuitton 515 stores in 14 countries worldwide 126 stores across North America. First U.S. store in New York in 1998,

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Sephora

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  1. Sephora Julie Smith, RJ Sohler, Hanh Nguyen June 5, 2006

  2. Background • Founded in France in 1969 by Paris-based LVMH Moët Hennessy Louis Vuitton • 515 stores in 14 countries worldwide • 126 stores across North America. • First U.S. store in New York in 1998, • First Canadian store in Toronto in 2004 • Sephora.com - Launched in the U.S. in 1999 and Canada in 2003

  3. Mission Statement • To build the most knowledgeable and professional team of product consultants in the beauty industry, Sephora developed "Science of Sephora."

  4. Washington Square Location • Only store in Oregon • Opened November 18, 2005 • Store placement based on online orders • Mostly from this zip code • Employees construct layout of each store

  5. Strengths • Samples of everything • Variety of products • www.sephora.com • Well-trained and educated staff • Blended and committed training • Not brand loyal • Non-commission based • Zone experts: skincare, fragrance, cosmetics (color) • Honor price adjustments • Prices listed on display shelves

  6. Strengths • Product Differentiation • New: black band • Testers: red band (try me) • Free Consultations/ make-over • Lighting, mirrors • Two entrances: mall & street • Not big beige box- distinctive architecture • Window displays change with new product launch • High-end brands (Chanel, Dior, D & G, Burberry, Armani)

  7. Weaknesses • Merging with JC Penney • Never offer gift with purchase • Display lighting in gondola melts testers • Unsanitary testers • Window display designed by corp. • Shrinkage

  8. Opportunities • Started in big “trendier” cities, now trickling down to smaller cities • 30 stores per year every year • Store opening in Downtown Portland Summer 2007 • Merging with JC Penney within a year • Oprah & other celebrities • Jessica Simpson & Courtney Cox • Men

  9. Threats • MAC Store opening in Bridgeport Village • Other make up retailers • Nordstrom • Meier & Frank • Victoria’s Secret • Bath & Body Works/ Body Shop • Personal selling (Avon/ Mary Kay)

  10. References • Von- Sephora Specialist • www.sephora.com • www.maccosmetics.com • www.distrijob.fr/enseignes/sephora_photo.jpg • www.smartweb.fr/.../Client/sephora/sephora.jpg • http://karen.deadsquid.com/gallery/albums/paris/IMG_1126_sm_Sephora.sized.jpg • www.fragrancex.com/.../sku/full/03958580914.jpg

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