《奢侈品銷售（英）》教學(xué)大綱

【奢侈品銷售（英）】【LuxurySelling】一、基本信息課程代碼：【2060682】課程學(xué)分：【2】面向?qū)I(yè)：【工商管理專業(yè)（奢侈品管理方向）】課程性質(zhì)：【系級(jí)專業(yè)課程】開課院系：工商管理系（奢侈品管理方向）使用教材：【LuxurySelling,FrancisSRUN,PalgraveMacmillan,1sted.2017edition,April8,2017，978-3319455242】參考書目:【TheLuxuryStrategy:BreaktheRulesofMarketingtoBuildLuxuryBrands，JNKAPFERER，VBASTINE,KoganPage;Secondedition(October28,2012)，978-0749464912】【SellingLuxury，RobinLENT，GenevieveTour,AudibleStudios;August1,2012，ASIN:

B008ROQXLQ】【SellingLuxuryHomes，JackCotton,?Tide-markPress;7.3.2010edition(August2,2010),978-1594906923】先修課程：《大學(xué)英語》、《市場(chǎng)營銷學(xué)》。二、課程簡(jiǎn)介ThecourseLuxurySellingaimstoprovidethestudentswithagoodunderstandingoftheissuesinvolvedinluxuryretail.Morespecifically,thelearninggoalsincludeanin-depthunderstandingoftheretailoperationsmanagement,andtheimportanceofcustomerexperience,sothestudentscanbewell-preparedfortheirfuturecareersintheluxuryindustry.Inadditionbasicconceptsofservicemanagementareaddedasreailisactuallymanagingtheserviceencounterbetweenclientsandemployee.Theintegrationofonlineintoofflineandvceversaishiglightedasitaffectsthecustomerexperienceofluxurycustomers三、選課建議適合工商管理專業(yè)（奢侈品管理方向）大三年級(jí)上課。四、課程與專業(yè)畢業(yè)要求的關(guān)聯(lián)性專業(yè)畢業(yè)要求關(guān)聯(lián)LO11：表達(dá)溝通理解他人的觀點(diǎn)和設(shè)計(jì)要求，并能夠清晰流暢的表達(dá)自己的設(shè)計(jì)構(gòu)思和創(chuàng)意。能在不同場(chǎng)合用書面、口頭或圖稿形式進(jìn)行有效的雙向設(shè)計(jì)溝通。LO21：自主學(xué)習(xí)能根據(jù)自身需要和崗位需求，結(jié)合社會(huì)背景下，新知識(shí)、新技術(shù)、新工藝、新材料的發(fā)展趨勢(shì)，確定自己的學(xué)習(xí)目標(biāo)，并主動(dòng)自覺地通過搜集、分析信息、討論、實(shí)踐、質(zhì)疑、創(chuàng)造等方法來實(shí)現(xiàn)學(xué)習(xí)目標(biāo)。LO31：奢侈品市場(chǎng)營銷熟悉珠寶和奢侈品行市場(chǎng)分析和品牌定位的方法，制定品牌營銷的戰(zhàn)略和策略；制定完整的營銷執(zhí)行計(jì)劃，完成營銷活動(dòng)的組織和實(shí)施；熟悉品牌和市場(chǎng)定位方法，并基于市場(chǎng)競(jìng)爭(zhēng)環(huán)境進(jìn)行市場(chǎng)拓展；熟悉主要社交媒體操作，掌握網(wǎng)絡(luò)營銷方法和策略。LO32：經(jīng)濟(jì)分析能夠運(yùn)用微觀經(jīng)濟(jì)學(xué)的理論分析的部分經(jīng)濟(jì)與商業(yè)領(lǐng)域的現(xiàn)象；能有意識(shí)觀察現(xiàn)實(shí)生活和社會(huì)中的經(jīng)濟(jì)現(xiàn)象，梳理合理的經(jīng)濟(jì)變量及各變量之間相互關(guān)系；能應(yīng)用經(jīng)濟(jì)學(xué)理論，定性和定量分析實(shí)際經(jīng)濟(jì)問題，并預(yù)測(cè)經(jīng)濟(jì)發(fā)展趨勢(shì)。LO33：奢侈品零售管理熟悉珠寶和奢侈品店鋪管理和客戶關(guān)系管理；熟悉消費(fèi)者行為分析和市場(chǎng)分析的方法，掌握銷售的技能，能夠與顧客良好的溝通，達(dá)成銷售。LO34：財(cái)務(wù)管理清楚資金的籌集、投資、運(yùn)營、分配；掌握財(cái)務(wù)計(jì)劃與決策、財(cái)務(wù)預(yù)算與控制；具備一定的財(cái)務(wù)分析與考核等財(cái)務(wù)管理基本能力。LO35：項(xiàng)目管理熟悉項(xiàng)目范圍、項(xiàng)目時(shí)間、項(xiàng)目成本、項(xiàng)目質(zhì)量、項(xiàng)目人員管理和業(yè)務(wù)策劃；熟悉項(xiàng)目風(fēng)險(xiǎn)、項(xiàng)目采購。LO36：調(diào)查預(yù)測(cè)能力熟悉調(diào)查方案的策劃，調(diào)查問卷的設(shè)計(jì)；掌握常用的資料分析與預(yù)測(cè)方法；熟悉調(diào)查報(bào)告的寫作。LO37：審美與鑒賞能力掌握設(shè)計(jì)和審美的基本理論與基本知識(shí)；具備設(shè)計(jì)能力和審美素養(yǎng)；了解珠寶和奢侈品發(fā)展歷史、基本的珠寶和奢侈品鑒賞和不同風(fēng)格設(shè)計(jì)的特點(diǎn)，具備一定的珠寶首飾搭配能力。LO41：盡責(zé)抗壓遵守紀(jì)律、守信守責(zé)；具有耐挫折、抗壓力的能力，并能夠順利完成相應(yīng)地工作學(xué)習(xí)任務(wù)?！馤O51：協(xié)同創(chuàng)新同工作學(xué)習(xí)伙伴保持良好的關(guān)系，團(tuán)結(jié)互助、齊心協(xié)力，做團(tuán)隊(duì)或集體中的積極成員；善于從多個(gè)維度思考問題，善于利用自己掌握的知識(shí)與技能，在設(shè)計(jì)實(shí)踐中提出新穎的構(gòu)思和設(shè)想。LO61：信息應(yīng)用具備信息素養(yǎng)和運(yùn)用科技信息技術(shù)的能力，并能熟練操作各項(xiàng)辦公軟件和圖像、圖形處理軟件。LO71：服務(wù)關(guān)愛愿意服務(wù)他人、服務(wù)企業(yè)、服務(wù)社會(huì)；為人熱忱，富于愛心，懂得感恩，甘于奉獻(xiàn)?！馤O81：國際視野具有外語能力，能夠閱讀外文專業(yè)圖書和資料，同時(shí)對(duì)專業(yè)范圍中跨文化的設(shè)計(jì)具有理解能力，有國際競(jìng)爭(zhēng)與合作的意識(shí)。備注：LO=learningoutcomes（學(xué)習(xí)成果）五、課程目標(biāo)/課程預(yù)期學(xué)習(xí)成果（預(yù)期學(xué)習(xí)成果要可測(cè)量/能夠證明）序號(hào)課程預(yù)期學(xué)習(xí)成果課程目標(biāo)（細(xì)化的預(yù)期學(xué)習(xí)成果）教與學(xué)方式評(píng)價(jià)方式1LO111傾聽他人意見、尊重他人觀點(diǎn)、分析他人需求。課堂小組討論，師生互動(dòng)。回答的正確性及條理性、報(bào)告效果2LO332熟悉消費(fèi)者行為分析和市場(chǎng)分析的方法，掌握銷售的技能，能夠與顧客良好的溝通，達(dá)成銷售。課堂講授課堂練習(xí)案例分析小組討論品牌參觀課堂練習(xí)課堂測(cè)試課堂展示PPT3LO412誠實(shí)守信：為人誠實(shí)，信守承諾，盡職盡責(zé)。課堂交流，課下互動(dòng)。個(gè)人論文的獨(dú)創(chuàng)性。4LO712助人為樂：富于愛心，懂得感恩，具備助人為樂的品質(zhì)。課堂講授，小組討論。團(tuán)隊(duì)合作的成果六、課程內(nèi)容此處分單元列出教學(xué)的知識(shí)點(diǎn)和能力要求。知識(shí)點(diǎn)用布魯姆認(rèn)知能力的6種層次：(“知道”、“理解”、“運(yùn)用”、“分析”、“綜合”、“評(píng)價(jià)”)來表達(dá)對(duì)學(xué)生學(xué)習(xí)要求上的差異。能力要求必須選用合適的行為動(dòng)詞來表達(dá)。用文字說明教學(xué)的難點(diǎn)所在，并標(biāo)明每個(gè)單元的理論課時(shí)數(shù)和實(shí)踐課時(shí)數(shù)。LUXURYSELLINGMODULEOBJECTIVESHaveaglobalunderstandingofluxurymarkets&actorsGetaninsideviewoftheluxurysectortodayFRANCEistheWORLDWIDELEADERinLUXURY350BillionsEurossalesyearlyModernluxuryhistorystartedinVersaillesLouisXIVestablishedarecognition/salaryColbertcreatedthe“manufactures”Artsbecamesymbolofpower/successBefore(andstilltodayinmanypartsoftheworld):-artistswereservingthemilitaryorthereligion-werenotrecognizedbythesociety-werenotorganizedinastructure-wereusedpoliticallyBasedonthisofficial(royal)recognition,manycraftsmanestablishedtheirbusiness(suchasLeonardoDaVinciwhocametoFrance)andlearnedtotheirchildrentheirknowhowFreedomofbusinessintheXVIIIandXIXcenturiesenabledthiscraftsmanshiptodevelopintoamoreorganizedway:The“Maison”.SomeMaisonestablishedintheXVIIIcentury:1613Mellerio(Jewelery)1722VeuveClicquot(Champagne)1724RemyMartin(Cognac)1729Ruinart(Champagne)1764Baccarat(Cristal)1776LouisRoederer(Champagne)SomeMaisonsestablishedintheXIXcentury:1828Guerlain(Perfumes)1830Christofle(Tableware)1837Hermes(Harness,leatherobjects)1845LouisVuitton(Trunks,travelbags)1875Daum(Cristal)1889Lanvin(Fashion)But…whatisluxuryabout?Luxuryisaboutcreation&detailDetailsleadtoperfectionandperfectionisnotadetailbutdetailsthatcreateaddedvalueAddedvalueisreallyaboutsomethingexceptional,somethingrefinedAUNIQUEMANAGEMENTLUXURYESSENTIALSLuxuryisawayoflife,notaproductThenotionsofdesireandpleasurearekeyTheimportanceofpassionandcreationThepsycho-sociologyofluxuryLuxuryisnota“need”ALWAYSKEEPTHEDREAM!StoresarenotplacesforsellingCommunication:superlativenotcomparativeDonotrelocate!,MadeinFranceiskeyShowtradition,handmade,exclusivityTraditionisnotoldfashioned!,historyiskeyLuxurythroughouthistoryLuxuryexistedinPersia5000yearsago,inChina,inEgypt,intheGreek&RomancivilizationmodernluxuryevolutionThe19thcentury:femaleemancipationThe20thcentury:democratizationThe21stcentury:globalizationLuxuryisrootedincultureLuxuryandsocialstratificationLuxuryforoneselfLuxuryandmoneyLuxuryandreligionLuxuryandArtKnow-howisanalliancebetweenwhatpreservesthepastandthesearchforthefutureCLASSICLuxury(19th):TheOBJECT(MalleLouisVuitton)MODERNLuxury(20th):TheCREATOR(YvesSaint-Laurent)TODAY’SLuxury(21st): TheIMAGE(Zadig&Voltaire)Luxurysectorcanbasicallybeconsideredin2categories“ELITE”LUXURYisbasedontradition,qualitydiscretion,nologo,anti-fashion,acrossgenerations(ex:HERMES)“DEMOCRATIC”LUXURYisbasedonpleasure,image,fashion,socialstatus,branding(ex:GUCCI)ANTIMARKETINGLAWSLuxuryisnotcomparativeDominatetheclient,makeithardtobuyTheroleofadvertisingisnottosellLuxurysetsthepricebutclientshouldhaveadealCultivateclosenesstotheartsLuxuryandFashion:anessentialdifference!Thereare2differentbusinessmodelsFashionassumessocialrivalrywhileluxuryisaboutsocialstratificationTodayyouhavefashionforeveryonetointegratetheirtribeevenatlowpricesHOWTOQUALIFYAPRODUCTLUXURY?TheproductcorrespondstoadreamTheproductislifetimeInnovatingiskeyLicensingisanissuePLAYERS2017T.O.Growthover5yearsL.V.M.H.42,6+63%RICHEMONT10,64+87%LUXOTTICA9,15+36%SWATCH7,53+37%KERING15,47+83%Withanaveragesharevaluegrowthof100%FOLLOWERS: TurnoverRALPHLAUREN 5,3(B.Euros)HERMES 4,8PRADA 3,8COACH 3,7CHANEL 3,5LUXURY:aprofitablebusiness!BRANDOperationalMarginLOUISVUITTON41,6%CARTIER32,1%GUCCI31,0%CHANEL30,0%(source:Bain)Theluxurysectorisa350Billion$marketGrowingbyanaverage+7%/yearsince20yearsConcerns313millionconsumers40%ofthegrowthcomesfromAsia(source:Bain)LUXURYBRANDSVALUE(BillionEuros)Mostofthecompaniesarequotedonthestockexchange:LVMH,RICHEMONT,L’OREALWhilesomearestillfamilyowned:CLARINS,CHANEL,PRADA,ZEGNA,DOLCE&GABANAWhoarethebuyers(bynationality)?Averagespending(bynationality)TheevolutionoftheluxurysectorTheEmergingMarkets(BRICCS)represent:SALESREPARTITIONbyproductcategorySalesrepartitionbyMARKETAGLOCALISEDMARKETING:-inOccident:aluxurybrandisrelatedtothecustomer’spersonality-inOrient:aluxurybrandisrelatedtothecustomer’ssocialstatusAGlobalBrandwithaLOCALapproach!TOPFIVEMARKETSTOPFIVECITIESLUXURYMARKETINGKEYTRENDS: Theroleofculture Theporno-sextrend Thestarsystemtrend Themadetomeasure The“oneandonly”trend ThegrowinginternetpresenceTheglobalizationofluxuryBrands: RICHEMONT :SHANGHAITANG HERMES :SHANGXIA L’OREAL :YUSAI L.V.M.H. :BAIJIU ESTEELAUDER:FORESTESSENTIALS THEMAJORACTORSLOUISVUITTONMOETHENNESSYKERINGRICHEMONTL’OREALHERMESLOUISVUITTONMOETHENNESSYL.V.M.H.istheworldleaderinLuxuryCreatedinFRANCE,1987byBernardArnault70brandssoldover3860stores145000employeesaroundtheworldUniqueresearchcenter:HELIOS(Orléans)AglobalvisionandworldwidepresenceHeritageofExcellence/stronginnovation:STATIONFAstrongfinancialbaseLVMHSCHOOL:I.M.E.Establishedin2014TheInstitutdesMétiersd’ExcellenceIntendstoensurethetransmissionofsavoirfaireenhancingthedifferentmetiersofcreationandcraftsmanship.InternshipsinLVMHandConferencesL.V.M.H.TALENTSPRIZELVMHYOUNGTALENTSPRIZEWascreatedbyDelphineARNAULTwithadotationof300000Euros(example:JAQUEMUS)THEL.V.M.H.HOUSEOFTHESTARTUPSlocatedinSTATIONF(XavierNiel)underthesupervisionofIanRogers,ChiefDigitalOfficerwiththeobjectiveofinventingtheluxuryoftomorrow7themeshavebeenidentified:-luxuryandartificialintelligence-objects&internet-retail&ecommerce-virtualrealityandaugmentedreality-blockchain&counterfeiting-rawmaterials&sustainabledevelopmentNewstartupshavebeendevelopedsuchas:-Heutitech:atrends“anticipator”analyzingmillionsofimagesonsocialnetworks-Alcmeon:asolutionhelpingthebrandstomanagetheirinteractionsonsocialnetworks-Memomi:adigitalmirrorenablingtotryfashionvirtually-Cypheme:asystemenablingtoidentifyacopybyanalyzingthemicrostructureofitspackingwithasmartphonepictureLUXURUYMANAGEMENTL.V.M.H.GroupkeyfiguresTurnover42600MillionEuros(+10%17/16)O.R6605MillionEuros(+16%17/16)CASHFLOW2800MillionEurosKEYFIGURES1stSEMESTER2018Turnover:21,7billionEuros+10%/2017Operatingresult:3billionEuros+41%/20171stsemester2018=1completeyearin2010!AlloperationsshowasolidgrowthPricepositioningissteppingupGROUPKEYFIGURES2018Breakdowm1stsemesterFashion&leatherbags8,594SelectiveDistribution(DFS/LBM/Sephora)6,325Perfumes&cosmetics2,877Wines&spirits2,271Watches&jewellery1,978L.V.M.H.BusinessModelbasedon5divisions Wines&Spirits Fashion&LeathergoodsPerfumes&CosmeticsWatches&JewelrySelectiveDistribution RelativeimportanceofeachL.V.M.H.division SALES O.R.Wines&Spirits 13% 20%Fashion&leatherbags 35% 54%Perfumes&cosmetics 13% 07%Watches&Jewelry 09% 05%Distribution 30% 14%LUXURYMANAGEMENTL.V.M.H.salesrepartitioninrevenue:DIVISIONS EUROPE AMERICAASIAWines/Spirits 26%23%36%Fashion28%20%43%Cosmetics45%12%29%Jewelry34%12%40%Distribution25%33%33%L.V.M.H.GROUPWINES&SPIRITSDIVISIONWines&SpiritsDivision-1)Champagne:Moet&Chandon,Ruinart,Mercier,VeuveClicquot,DomPerignon,CanardDuchene,Krug,…-2)Wines:ChateauYquem,ChandonEstates(US),CloudyBay(NZ),Newton(US),CapeMentelle(AUS),BodegasChandon,Numanthia,TerrazasdeAndes,ChandonAustralia,….-3)Spirits:HennessyCognac,BelvedereVodka,GlenmorangieWhisky,10CaneRhum,WenJun(Baijiu)….TheMHDCompany(MoetHennessyDiageo)Wines&SpiritsDivisionkeynotesChampagneisbecomingTHE“party”drinkCognacregistersrecordsalesworldwideWinedrinkingisbecomingtrendyNewChandonEstateinMaharashtra(India)ProspectChandonEstateinNWChinaWines&Spiritskeyfigures:SALESinVOLUME(millionbottles)CHAMPAGNE2015:57,4(2014:56,8)COGNAC2015:69,1 (2014:67,1)L.V.M.H.GROUPDIVISIONMODE&MAROQUINERIELUXURYMANAGEMENTFashionDivisionmainbrands:LouisVuitton MarcJacobsDior FendiCeline Rossimoda Berluti EmilioPucciKenzo ThomasPinkGivenchy LoeweLoroPiana DonnaKaranFashionDivisionkeynotes:-1stDivisioninsalesandoperationalresult-Worldiconicbrandsinfastgrowth-”madetoorder”newsegment-Ambitiontobecomeleaderonmen’smarket-Highestquality,limitededitions,expertise-Newdevelopments:EDUN,NL.V.M.H.GROUPPERFUMES&COSMETICSDIVISIONPERFUMES&COSMETICSDIVISIONParfumsChristianDior GUERLAINParfumsFENDI ACQUADIPARMAParfumsKenzo BENEFITParfumsGivenchy FRESHMaisonKurkjian MakeUpforEverPerfumes&CosmeticsDivisionkeynotes-WorldsuccesssuchasJ’AdoreorShalimar-Stronginnovationprocess:270scientificstaff-HELIOSworlduniqueresearchLaboratory-Increasedrelationwithfashion-Uniquecosmeticproducts:Captureline/OrchidLine-Commercialefficiencyandperformance(everyseconds3500Eurosofcosmeticsarepurchased!)ThePerfumes&CosmeticsDivisionkeyfiguresBreakdownofrevenuebycategory: L.V.M.H. marketPERFUMES 45% 67%COSMETICS 37% 15%SKINCARE 18% 18%L.V.M.H.GROUPWATCHES&JEWELRYDIVISIONWatchesandJewelryDivisionbrandsTAGHEUER LouisVUITTONJewelryFRED MontresDiorCHAUMET ManufactureZENITHDEBEERS HUBLOT BULGARIWatches&Jewelrykeynotes-1)AstrategicdivisiontocounterRichemont-2)Traditionofqualityandexcellence-3)BrandsmanagementSynergy-4)Ambitiontobecomeworldleaders-5)NewacquisitionstocomeWatches&Jewelrydivisionkeyfigures:Thenumberofstores:2018:3832017:327L.V.M.H.GROUPSELECTIVEDISTRIBUTIONDIVISIONSelectiveDistributionDivisionDowntown:SEPHORA,LBM,LGETravelRetail:GALLERIA(DFS)MIAMICRUISELINES:90boats/10cruiselinersYACHTS:RoyalVanLentOthers:jardind’Acclimatation,LesEchos,Investir,radioClassique,…..LUXURYMANAGEMENTSelectiveDistributionDivisionkeynotes-LouisVuittonFoundationinBoisdeBoulogne-openingofSamaritaineprojectinPariscenter-Astrategic“upmarket”development(LBM)-Anambitiousretailexpansionplan(LGErivedroite)(Sephorain26countriesandmoretocome!)-importantgrowthinMalaysia,Mexico,…SelectiveDistributionDivisionKeyfigures:Thenumberofstoresaroundtheworld:2017:15412016:1466LVMHHOTELMANAGEMENTCHEVALBLANC*)ChevalBlanc=SaintEmilionGrandCruownedbyArnaultFamilyHolding&AlbertFrere.*)HotelManagement=companydevelopingandmanagingthepalaces*)Locations:Courchevel,StBarth,SamaritaineKERINGGROUPKERINGBUSINESSMODELisbasedon:-astrongleadership:Francois-HenriPinault-agroupintransitionfromdistributiontoluxury-auniquecodeofconduct-astrongethicalambition:-interestingcombinationofgrowth/profitabilityLUXURYMANAGEMENTKERINGGroupHistoryDistribution LuxuryCFAO GUCCIConforama BottegaVenetaFnac YvesSaintLaurentLaRedoute AlexanderMcQueenOrcanta StellaMcCartneyPrintemps BalenciagaCitadium SergioRossiKERINGGroupkeynotes-FocusonLuxury:acquisitionofBrioni-FocusonnewTalents:ChristopherKane-diversification:Boucheron,ChateauGrillet-”LooksatLvmh”:acquisitionofPerregauxKERINGMANAGEMENTSTRUCTURE:-1)GUCCI -2)Couture&Maroquinerie (BottegaVeneta,YSL,A.McQueen,Balenciaga,Brioni,C.Kane,S.McCartney,SergioRossi)-3)Montres&Joaillerie (Boucheron,GirardPerregaux,Pomellato,Dodo,Queelin)GROUPERICHEMONTGROUPERICHEMONT,keynotes-Establishedin1988,basedinSwiss-ATobaccoGroup(PhilipMorris/Rothmans)-CreationofVendomeLuxuryGroupin1998-Anglo-Dutchmanagementidentity-“Strenghththroughdiversity”RICHEMONTGROUPauniqueportfolioofprestigiousbrandsCARTIER VANCLEEF&ARPELSPIAGET JAEGERLECOULTREPANERAI BAUME&MERCIERIWC LANGE&SOHNEMONTBLANC VACHERONCONSTANTINRICHEMONTGroupisalsoinFashionLANCEL SHANGHAITANGCHLOE HACKETTALAIA NetaPPURDEY DUNHILLAndunderLicense:RalphLaurenJewelryandwatchesRICHEMONTGroupkeyfigures:RICHEMONTGroupsalesbycategoryGROUPEL’OREALLUXURYMANAGEMENTL’OREALKEYNOTES:-1stCosmeticGroupworldwide-23Internationalleadingbrands-aturnoverof22,5BillionEuros-anoperatingprofitof2,86BillionEuros-presentin130countriesand41factories-65000employeesTheownershipofL’OREALGroup-31% BETTENCOURTFamily-29% NESTLEGroup-21% Internationalinstitutionalinvestors-09% Frenchinstitutionalinvestors-05% PrivateshareholdersLUXURYMANAGEMENTL’OREALHRManagementTheexampleofJean-PaulAGON,Chairman-1978 joinsL’Orealasproductmanager-1981 ManagerinGreeceofProd.Publics-1986 ManagerL’OrealParisinFrance-1989 GeneralManagerBiotherm-1994 GeneralManagerl’OrealDeutschland-1997 GeneralManagerL’OrealAsia-2001 PresidentofL’OrealUS-2006 PresidentofL’OREALGROUPL’OREAL,aperformingbusinessmodelbasedon4divisions:-1)PRODUITSPROFESSIONNELSsoldinSalons-2)PRODUITSPUBLICSsoldinmassmarket-3)LUXEsoldinselectivedistribution-4)COSMETIQUEACTIVEsoldinpharmaciesALLRETAILNETWORKSCOVERED!L’OREALProduitsProfessionnelsfeaturesleadingbrandsforprofessionals:KERASTASENUTRITIVEL’OREALTechniqueProfessionnelleREDKENKERASKINMIZANIPUREOLOGYMATRIXL’OREALProduitsPublicsisleadinginthemassmarketworldwidewith: L’OREALParis GARNIER MAYBELINE ESSIE,SOFTSHEENCARSONL’OREALLuxuryDivisionhasiconicbrands:100%control underLicenseLANCOME RalphLauren,StellaMcCartneyCACHAREL Armani,DieselBIOTHERM ShuUemura,KIEHL’S,YUSAI Viktor&Rolf,YSLBeauteHelenaRUBINSTEIN MaisonMartinMargielaL’OREALCosmétiqueActiveDivision: VICHY LAROCHEPOSAY ROGERGALLET INNEOV SKINCEUTICALS THEBODYSHOPL’OREALnewacquisitions: URBANDECAY CADUMAndmoretocome…..L’OREALGroupkeyfigures: 2017 growth/2016SALES 22,5BE +10,4%O.P. 03,7BE +12,3%L’OREALSalesbycategory/market Europe US NMPRODUITSPROS 34% 36% 29%PRODUITSPUBLICS 37% 22% 40%LUXE 38% 22% 39%CosmétiqueActive 52% 09% 38%MAISON&GROUPECHANEL CHANEL-a3billionEurosturnovergrowing7%/year,4000employees,25%netprofitability(averageLVMHbrands:12%)-owners:Alain&GérardWERTHEIMER-3factories:Compiègne,Chamant,Verneuil-aGroupofbrands:Lesage,Lemarié,Eres,Desrues,Massaro,Bourjois,Bell&Ross,Goosens,Holland&Holland.MAJORITALIANGROUPSITHOLDING:Versace,GianFrancoFerre,JustCavalli,GallianoPRADA:Prada,MiuMiu,CHURCH’SAEFFE:Moschino,Pollini,AlbertaFerrettiMAXMARA:MaxMara,MarinaRinaldi,MarellaDOLCE&GABANAGIOGIOARMANITOD’S(Hogan,Fay,RogerVivier,Schiaparelli)SalvatoreFERRAGAMOAMERICANGROUPS-VFCORPORATION:Nautica,Lee,Kipling,Napapijjri,Timberland,Eastpack,wrangler,Van’s,Jansport,Rustler,…11BillionUSDT.O.in150countries-GAPInc.:Gap,BananaRepublic,OldNavy…foundedbyDon&DorisFicherin1969.Todaytheyhave136000employees,3100stores,90countries-PVFGroup:CalvinKlein,TommyHilfiger,VanHeusen,Arrow,Bass,Izod.AMERICANGROUPS-PROCTER&GAMBLE:ParfumsJeanPATOU,HUGOBOSS,HelmutLANG,LACOSTE,HerveLEGER,GiorgioBeverlyHills,Y.Yamamoto,AlfredDUNHILL,MONTBLANC,PUMA,ESCADA,MaxMara,Yardley,Dolce&Gabbana-ESTEELAUDERCompanies:EsteeLauder,Aramis,BobbiBrown,Clinique,Mac,Origins,TomyHilfiger,LaMer,JoMalonewith50%ofsalesindepartmentstores-COTYInc.:Lancaster,CalvinKlein,JilSander,Chloe,KennethCole,VeraWang,MarcJacobs,JenniferLopez,Chopard,Davidoff,Nautica,KateMoss,CelineDion,Adidas,Rimmel,Esprit,DesperateHousewivesSPANISHACTOR(Catalan):PUIGGroup-BRANDS:NinaRicci,PacoRabanne,CarolinaHerrera,PradaParfums,LaboratoirePAYOT,ParfumsJeanPaulGAULTIER,AntonioBanderas,Shakira,L’ArtisanParfumeur,CommedesGarcons,ValentinoParfums-KEYFIGURES:1,5billionEurosturnover,177millionEurosnetresultCHINESEACTORS-FUNGGroup&Brands:SoniaRYKIEL,CERRUTI,DELVAUX,RobertCLEGERIEanddevelopunderlicensemen’swearingreaterChina.-SHAWLANWANG(Taiwan)-DICKSONPOON(Hong-Kong)-FOSUNInternationalTHESWATCHGROUPSWATCHGROUPWorldluxurywatchesleaderBasedinSwissCEO:NickHAYEKSWATCHGROUPKeybrandsOMEGALONGINESBREGUETBLANCPAINHARRYWINSTONMAISONHERMESMAISONHERMESAmythicalbrandsince1837AuniqueFamilybusinessover6generationsTheonly“monobrand”quotedonstockexchangeAuniquecraftsmanstatus,(4453artisans)elegance,discretion,humanist,nolicenseMAISONHERMESkeydates:-1837ThierryHermesfoundsaharnesscompany-1878openingof24Faubourgmythicalstore-1902developmentof“export”-1919developmentoftheluggagemarket-1951launchof“LeCarré”,enteringsilkmarket-1976 Jean-LouisDumas-Hermes“turnaround”MAISONHERMESkeydatesMAISONHERMES:afamilycontrolsince1837by3branches: -DUMASFamily(AxelDUMASC.E.O.) -DESEYNESFamily -MUSSARD/GUERRANDFamilyMAISONHERMESkeyfiguresMAISONHERMESnewadventure:SHANGXIA-aconcept“up&down”ofChineseluxurybrandbasedonChinesecultureandcraftsmanship-anartisticDirector:JIANGQuionger-anambition: 2010:openingShanghai 2012:openingBeijing 2013:openingParisMAISONHERMESdevelopment: petithAuniquesustainabledevelopmentinluxury!MAISONHERMESkeyfigures:Turnover1984/2014:x40in30years!SALES(2017) 4606MillionsEuros(+11%) (LouisVuitton+2%,Gucci-1,3%)O.P.(2017) 1200MillionsEurosStaff 11037employees(6631inFrance)HERMESSALESKEYFIGURES:Europe+Asia=81%AREA %oftotal GrowthASIA 33% +14%JAPAN 12% +07% allAsia=45%EUROPE 20% +12%FRANCE 16% +12% allEurope=36%AMERICA 17% +14%MAISONHERMESowners:51% HERMESFAMILYHOLDING21% otherfamilyshareholders22% L.V.M.H.(*)06% Privateshareholders(*)disputesettledinoctober2014MAISONHERMES2018Challenges-openingof2stores(PortoCervo,Mexico)-extensionofstores:London,Cannes,Moscow,Miami-openingofa“parfumscollectionprivée”store(NYC)-openingof2ateliersasdemandstillexceedsofferMAISONHERMESNEWCHALLENGESDIGITALISATIONLUXURYDIGITALISATION(*)MillennialsarethekeycenterofinterestTheywillrepresent45%oftheclientelein2025Internetsalesshouldgrowfrom20to74billionsEurosfrom2018to202575%ofluxurypurchasesaredigitallyinitiatedChinarepresents40%ofthewebmarketLUXURYDIGITALISATION99%ofluxurybrandshaveaninternetsite97%ofluxurybrandsareonsocialnetworks65%ofluxurybrandsproposeanapplication25%ofBurberry“sales”aredonefrominstore’sipadsInternetsales=5%oftotalluxurybrand’ssalesGrowingneedofFINANCINGleadstosuccess:TheillustrationofLouisVuittonbrand 1977 2012Salesof10millions Salesof7billions70employees 18000employees2stores 500storesWhenMoynatorGoyardwerestayingidenticalNEWINVESTMENTFUNDSSTARWOODCAPITAL:BACCARAT,ParfumsAnnickGOUTALFRANCELuxuryGroup:FrancescoSMALTO,Jean-LouisSHERRER,StephaneKELIAN,EmmanuelleKAHNMONTAIGNEFashionGroup:ReginaRUBENS,FranckSorbierOTB(onlythebrave):DIESEL,MMM,Dsquared,Viktor&RolfFINANCIEREStGERMAIN:Haviland,Daum,LaliqueThedevelopmentofNEWCOMERS:TheillustrationofE.P.I.,afamilygroup,C.Descours:WESTONALAINFIGARETFRANCOISPINETBONPOINTMICHELPERRYChampagnePIPERHEIDSIECKThedevelopmentofNEWSEGMENTS:JOHNPAULprivateconciergerieauniqueconceptofmadetomeasureserviceAsolidgrowth,aleadershippositionAtransversalpresenceintheluxurymarketLUXURYMANAGEMENTThedevelopmentofnewneeds:illustrationofKUSMITEA SylvainOrebi,bornin1956inCairo Kusmi:thereferenceoftheTeamarket AnexceptionalluxurymarketingTheuseofluxurymarketingbynewcomers,theillustrationofNESPRESSOcreating aluxurybrand auniqueconcept aluxurydistributionnetwork aluxurypositioningThe“EXTENSION”processofluxurybrands:MONTBLANCinwatches,perfumes,…DYPTIQUEinperfumes&cosmeticsLOUBOUTINincosmeticsLADUREEinhomefurnishingLOUISVUITTONinwritinginstrumentsARMANIinfood(café)andhotels…Theoriginalexperiencesof“outsiders”: EDHARDYintheUS PHILIPLIMinFashion Q.L.G.(LeTanneur,…) TIME-TO-MARKETConcept:Itisthedevelopmenttimenecessarytotransformaconceptintoaproductavailableintheretailnetwork.ItiskeycompetitiveelementLifecycleisshorteninginLuxuryThecounterfeitingissueTheCHOICEoftheRIGHTDISTRIBUTIONCHANNELDISTRIBUTIONCHOICESBrandedstoreFranchisedstorePopUpStoreDepartmentstoreDutyFreestoreInternetsalesMultibrandstoreBRANDEDSTOREStorebrandedStorebelongingtothebrandConveying100%theimageStaffemployedbythebrandIllustration:LOUISVUITTONSTOREFRANCHISEDSTOREStorenotbelongingtothebrandOperatedbyanindependentmerchantWhopaysroyaltiestothebrandAndhastorespecttheguidelinebookAndbenefitsfromthebrand’sknowhowIllustration:SephoraPOPUPSTORETemporarystoreInanunusuallocationDuringaspecificperiodOperatedbythebrandImageisthedrivingreasonDepartmentStoreEstablishedintheendofthe19thcenturyAlargeoperationgatheringhundredsofbrandsinaplaceUsuallylocatedincitycentersOfferingawidevarietyofproducts/servicesAtfixedpricesIllustration:GaleriesLafayetteDutyFreeStoreStoreoperatedbyanindependentcompanyRentingaspacetoanairportRespectingairportregulationsDealingwithagiveninternationalcustomerprofileWorkingwithlowstaffanddutyfreepricesIllustration:DutyFreeShoppers(LVMHGroup)Multi-brandsstoreStorebelongingtoanindependentmerchantLocatedinagoodareaBenefitingofagoodclienteleOfferingalargebutselectedchoice