《奢侈品销售（英）》教学大纲

【奢侈品销售（英）】【LuxurySelling】一、基本信息课程代码：【2060682】课程学分：【2】面向专业：【工商管理专业（奢侈品管理方向）】课程性质：【系级专业课程】开课院系：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】参考书目:【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】先修课程：《大学英语》、《市场营销学》。二、课程简介ThecourseLuxurySellingaimstoprovidethestudentswithagoodunderstandingoftheissuesinvolvedinluxuryretail.Morespecifically,thelearninggoalsincludeanin-depthunderstandingoftheretailoperationsmanagement,andtheimportanceofcustomerexperience,sothestudentscanbewell-preparedfortheirfuturecareersintheluxuryindustry.Inadditionbasicconceptsofservicemanagementareaddedasreailisactuallymanagingtheserviceencounterbetweenclientsandemployee.Theintegrationofonlineintoofflineandvceversaishiglightedasitaffectsthecustomerexperienceofluxurycustomers三、选课建议适合工商管理专业（奢侈品管理方向）大三年级上课。四、课程与专业毕业要求的关联性专业毕业要求关联LO11：表达沟通理解他人的观点和设计要求，并能够清晰流畅的表达自己的设计构思和创意。能在不同场合用书面、口头或图稿形式进行有效的双向设计沟通。LO21：自主学习能根据自身需要和岗位需求，结合社会背景下，新知识、新技术、新工艺、新材料的发展趋势，确定自己的学习目标，并主动自觉地通过搜集、分析信息、讨论、实践、质疑、创造等方法来实现学习目标。LO31：奢侈品市场营销熟悉珠宝和奢侈品行市场分析和品牌定位的方法，制定品牌营销的战略和策略；制定完整的营销执行计划，完成营销活动的组织和实施；熟悉品牌和市场定位方法，并基于市场竞争环境进行市场拓展；熟悉主要社交媒体操作，掌握网络营销方法和策略。LO32：经济分析能够运用微观经济学的理论分析的部分经济与商业领域的现象；能有意识观察现实生活和社会中的经济现象，梳理合理的经济变量及各变量之间相互关系；能应用经济学理论，定性和定量分析实际经济问题，并预测经济发展趋势。LO33：奢侈品零售管理熟悉珠宝和奢侈品店铺管理和客户关系管理；熟悉消费者行为分析和市场分析的方法，掌握销售的技能，能够与顾客良好的沟通，达成销售。LO34：财务管理清楚资金的筹集、投资、运营、分配；掌握财务计划与决策、财务预算与控制；具备一定的财务分析与考核等财务管理基本能力。LO35：项目管理熟悉项目范围、项目时间、项目成本、项目质量、项目人员管理和业务策划；熟悉项目风险、项目采购。LO36：调查预测能力熟悉调查方案的策划，调查问卷的设计；掌握常用的资料分析与预测方法；熟悉调查报告的写作。LO37：审美与鉴赏能力掌握设计和审美的基本理论与基本知识；具备设计能力和审美素养；了解珠宝和奢侈品发展历史、基本的珠宝和奢侈品鉴赏和不同风格设计的特点，具备一定的珠宝首饰搭配能力。LO41：尽责抗压遵守纪律、守信守责；具有耐挫折、抗压力的能力，并能够顺利完成相应地工作学习任务。●LO51：协同创新同工作学习伙伴保持良好的关系，团结互助、齐心协力，做团队或集体中的积极成员；善于从多个维度思考问题，善于利用自己掌握的知识与技能，在设计实践中提出新颖的构思和设想。LO61：信息应用具备信息素养和运用科技信息技术的能力，并能熟练操作各项办公软件和图像、图形处理软件。LO71：服务关爱愿意服务他人、服务企业、服务社会；为人热忱，富于爱心，懂得感恩，甘于奉献。●LO81：国际视野具有外语能力，能够阅读外文专业图书和资料，同时对专业范围中跨文化的设计具有理解能力，有国际竞争与合作的意识。备注：LO=learningoutcomes（学习成果）五、课程目标/课程预期学习成果（预期学习成果要可测量/能够证明）序号课程预期学习成果课程目标（细化的预期学习成果）教与学方式评价方式1LO111倾听他人意见、尊重他人观点、分析他人需求。课堂小组讨论，师生互动。回答的正确性及条理性、报告效果2LO332熟悉消费者行为分析和市场分析的方法，掌握销售的技能，能够与顾客良好的沟通，达成销售。课堂讲授课堂练习案例分析小组讨论品牌参观课堂练习课堂测试课堂展示PPT3LO412诚实守信：为人诚实，信守承诺，尽职尽责。课堂交流，课下互动。个人论文的独创性。4LO712助人为乐：富于爱心，懂得感恩，具备助人为乐的品质。课堂讲授，小组讨论。团队合作的成果六、课程内容此处分单元列出教学的知识点和能力要求。知识点用布鲁姆认知能力的6种层次：(“知道”、“理解”、“运用”、“分析”、“综合”、“评价”)来表达对学生学习要求上的差异。能力要求必须选用合适的行为动词来表达。用文字说明教学的难点所在，并标明每个单元的理论课时数和实践课时数。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