Sephora Men

Résumé du document

In the current scenario, worklife has become stressful. Indeed, the business is getting competitive and difficult to deal with, owing to globalization and multi cultural approahces along with the development of the entrepreneurial spirit and the fact that monopoles are now very rare, as costs and competition enable the development of wide ranges of products in different countries. Proactiveness is become an inevitable factor in today's world, in order to create original products and services and overcome the threats posed by competition. In order to differentiate themselves from their competitors, companies use quantitative and qualitative researches, so that they can know exactly their consumer's needs, wills and expectations and also to see why they are interested in that product, why they would be faithful to it and what they would like to change about the product. In this case study we will focus on the company Sephora, (a cosmetics and beauty products retailer) and concentrate more on its male customers in order to see if proposing a wider range of products for men would be interesting for the company and highlight the range of products that are most successful and appealing to them.

Extraits

[...] Men have to come to a beauty place on his own, he has to do it naturally so there is a real need for the brand to disashame the consumer. In order to attract a larger target, Sephora has to look less expensive by offering vouchers or by promoting a high quality service, such as manicures for men for example. The fact of having an experimented staff would also be a positive point for Sephora to focus on, in order the brand to be more reliable. [...]

[...] Sephora Men Table of contents Introduction Presentation of the company Study Analysis Questionnaire: Collecting Data Exploring Data Describing Statistics Testing Data Recommendations / Conclusions Sources and references Introduction Nowadays, work is a burning condition. Indeed, the business world keeps on getting more and more competitive and difficult to deal with, because of globalization and multi cultural thinkings, but also because of the development of the entrepreneurial spirit and the fact that monopoles are now very rare, as costs and competition allow the development of wide ranges of products in different countries. [...]

[...] In order to attract people, the company communicates a lot and tries to treat each consumer as a real guest, by providing him make up advices, trainings, gifts, vouchers and fidelity cards (membership cards make people accumulate points according to their purchases, and then get special offers, discounts or vouchers)so that they feel like guests and not as lambda clients. Moreover, each Sephora store looks like each other, in order customers to recognize the brand easily and in order them to feel comfortable in every store. Sephora feels very concerned about its client's opinions and resentments, and thus use a lot of them, on its online store for example. Study Analysis - Collecting Data Business related issue Is the development of the men's department at Sephora an opportunity to become a leader? [...]

[...] How could Sephora improve his male customers' satisfaction? Those questions are essential ones as Sephora is already a leader for women beauty products, and as men tend to take care more and more of them, phenomenon more and more highlighted and pictured as metrosexuality metrosexual, is an urban male of any sexual orientation who has a strong aesthetic sense and spends a great deal of time and money on his appearance and lifestyle”, definition by the English journalist Mark Simpson who has been one of the first to raise that issue in 1994). [...]

[...] As Sephora sells beauty products and as it is part of the LVMH group (the world's leading luxury group), prices can be quite high especially when it concerns perfumes or skin care products of brands such as Christian Dior, Yves Saint Laurent or Gucci Sephora needs to Men are quite attracted to the fact that the environment in the store which is supposed to be unisex, event though a fancier design would be very appreciated by them in order them to really feel comfortable in the store, and for them to be more appealed by a shopping session at a Sephora store. Moreover, a wide range of products is provided by Sephora, but not enough according to those interviewees. [...]