A look into some of the top luxury brands in the world… Jocelyn Stargell-Zachery, Justice Dilworth, Derrick Akins, Kortney Clonts, NuTrelle Toodle

DIOR CHANEL TOM FORD JIMMY CHOO GIVENCHY EXECUTIVE SUMMARY

 Christian Dior opened its doors in the late 1940’s in Normady, France  The brand has over eight women’s fragrances.  main goal is to promote feminity and glamour infused with heritage. Dior’s country of origin and manufacturer for his perfumes is in fact Paris, France. SITUATIONAL ANALYSIS

TOM FORD  Thomas Carlyle Ford  Launched in 2005  Ranked in top 30  COO – United States  COM - Italy

CHANEL  In 1910 Chanel opened her first store at 21 Rue Cambon in Paris, designing hats which were called “Chanel Modes.  In 1915, Coco Chanel opened her first couture house in Biarritz, France where she shortened dresses, removed corsets, and changed fashion forever.  Chanel was known for the Chanel Suit, “the little black dress,” and Chanel No. 5 perfume.

GIVENCHY  Hubert Taffin de Givenchy founded The House of Givenchy in  He opened the first house at 8 Rue Alfred de Vigny in Paris.  It is headquartered in Paris, France which is also the country of origin.  Italy and Portugal are the countries of manufacture.

JIMMY CHOO  The company Jimmy Choo was founded by Jimmy Choo a knowledgeable man raised by a family of shoe crafters  Jimmy choo, made a big name for himself in the 1990’s by creating quality handmade shoes made specifically at clients request for clients such as Princess Diana.  COO- London  COM- Italy and Spain

MARKET SHARE- (EUR) 06/30/2014 (12 months) 06/30/2013 (2 months) 04/30/2013 (12 months) 04/30/2012 (4 months) 12/31/2011 (12 months) 12/31/2010 (12 months) Highest share price (a) (a) Lowest share price (a) (a) GLOBAL PRESENCE- DIOR: Dior fragrances can be found in over 235 boutiques worldwide and in almost any department store in the U.S and Europe. -Dior is ranked in the top fifteen for top fifty cosmetic brands CHANEL: -Chanel is one of the top brands in luxury fashion and also named “2013 Marketer of the Year” by LuxuryDaily.com.

JIMMY CHOO-  JAB Luxury  Singapore’s sovereign wealth fund  Revenue: $300million annually  $192million through retail  $99.6million from wholesale  $7.2million other

SWOT ANALYSIS

TOM FORD

CHANEL

GIVENCHY  Strengths- avante gard collections with affordable separates options  Weakness- lacking in heritage and history.

JIMMY CHOO

TARGET MARKETS TOM FORDWealthy and stylish men. DIORAge: 25 and over Sex: Female Social Status: High Income: High Education: Higher Ed CHANELChanel’s target audience is from ages and females. GIVENCHYThe young affluent hipster. JIMMY CHOOsophisticated clientele of celebrities, socialites and the high fashion world

BRAND IDENTITIY

CHANEL

TOM FORD

GIVENCHY

JIMMY CHOO

CUSTOMER PROFILE ANALYSIS Dior- targets the innovators, thinkers, achievers and experiencers. Chanel- targets innovators and believers. Tom Ford- Innovator – High Recourses, High Income and thinkers – educated professionals, individual taste, make rational decisions Givenchy-innovators and experiencers Jimmy Choo- innovator

MYSTERY CONSUMER  Each brand will now give their personal experience with the consumer.

DIOR  Great experience  Helpful  Friendly  Geniune

CHANEL  Greeting  Referred to website  No help  Followed  Daddy’s girl

JIMMY CHOO

GIVENCHY  Exceptional  Informational  Second Mile Customer Serive

TOM FORD  Greeting  Not helpful  Would not answer questions