Transcript
Miss Dior Cherie
Product Analysis & Training
Manual
By
Ericka Smith
Shayna Sands
Kelley Pace
Makki Nelson
Table of Contents
Historical Facts...………………………………………………...2
Company Timeline………………………………………………3
Product Analysis………………………………………………....4
Key Motivators…………………………………………………..7
Maslow’s Hierarchy of Needs……………………………………7
Features & Benefits……………………………………………...8
Approach & Closing Techniques………………………………...9
Meeting Objectives Techniques………………………………...10
Appendix
Job Descriptions…………………………………………..12
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Organizational Chart……………………………………....16
Dior History Facts
Dior’s design career began in 1935 when he returned to Paris and
began selling sketches.
The designer Robert Pigues hired him in 1938.
During World War II, Dior served in the south of France
In 1941, Christian Dior returned to Paris where he joined another
designer named Lucien Lelong at a design house.
In 1946, backed by textile manufacturer Marcel Boussac, he opened
his own salon.
In 1947, Dior decided he wanted to bring back beauty, feminine
clothing, soft rounded shapes, and full flowing skirts. He introduced
his first collection the “New Look.”
The New Look and new approach to fashion was a major post war
turning point in fashion history:
o The new look featured rounded shoulders, a cinched waist, and
a very full skirt.
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o Dior’s New Look dominated the fashion world for about 10
years.
Spring 1947 collection was called “Carolle” which suggested the
silhouette of the new look with prominent shoulders, accentuated
hips, and a small waist.
Spring 1953 collection was called “Tulip” which featured floaty,
flowery prints.
Spring 1955 collection called “A-Line” had an undefined waist and
smooth silhouette that widened over the hips and legs, resembling a
capital letter A.
By his final collections, Dior felt the need for a more limber silhouette
and lifestyle, and designed chemises, narrow tunics, and sari-like
wraps.
Together with his partner Jacques Rouet, he pioneered license
agreements in the fashion business. By 1948, he had arranged
licensing deals for fur, stockings, and perfumes, which not only
generated revenue but also made him as household name.
Dior passed away in 1957 with an untimely death; however the House
of Dior is still a thriving business to this day.
Timeline of Key Dates
1941: Christian Dior becomes design assistant for Lucien Lelong
1946: Backed by Marcel Boussac, Dior launches his own fashion
house
1947: Debut of Dior’s “New Look” revolutionizes women’s fashion
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1948: Company launches Christian Dior Perfumes
1949: Dior opens first boutique in New York
1950: Company begins licensing Dior name
1952: Company opens London boutique
1957: Christian Dior dies of a heart attack
1958 Yves Saint Laurent becomes lead designer for Dior, launching
his own career
1984: Bernard Arnault acquires controlling share of Moet Hennessy
Louis Vuitton, founding the LVMH luxury goods empire; begins
cutting back number of Dior licenses
1996: Arnault names John Galliano as lead designer in order to revive
Christian Dior image
1997: Dior buys back control of its ready-to-wear line and retail chain,
including 13 stores in Japan
2001: Hedi Slimane is named to create new men’s fashion line;
company launches new retail concept, Christian Dior Haute Joaillerie
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Original Eau de Cologne Bottle featuring Hound’s-tooth design
1954
Product Analysis
Miss Dior (1947) Miss Dior CherieTop Note Gardenia, Galbanum,
Bergamot, Clary SageGreen Tangerine, Strawberry leaves, Violet
Middle Note Jasmine, Narcissus, Neroli, Rose
Pink Jasmine, Wild Strawberry, Popcorn
Base Note Patchouli, Oakmoss, Labdanum, Sandal
Patchouli, Crystalline Musk
The top notes of Miss Dior
Cherie have been modified from
the original Miss Dior to give the
customer a fruity first impression
with Strawberry leaves and green
tangerine. The top notes of a
perfume are designed to evaporate
the quickest to uncover the middle
notes which in this case are more
similar to the original Miss Dior.
Cherie has maintained the jasmine
theme for the middle notes and
added wild strawberry and
popcorn for a mouthwatering
combination. The middle notes or,
the heart of the perfume, are the
main body of it and help to mask
the base notes initially because the
base notes become better with
time (which is why perfume smells
different hours after application).
Patchouli is the base note of both
perfumes in keeping with Miss
Dior’s traditional classification,
chypre, which are fragrances with
a base of bergamot, oakmoss,
patchouli, and/or labdanum.
The new formulation of Miss
Dior is a fresh and modern take of
the first Dior fragrance. The
strawberry and popcorn notes give
it a sweetness and a young feel
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Miss Dior Original
Bottle 1947
which will be attractive to the
younger demographic. The middle
and base notes are reminiscent of
the original which could draw in
an older demographic especially if
she were looking for something to
make her feel updated, flirty, and
young again. It is a sweet but
sophisticated perfume that works very well for spring/summer.
Miss Dior Cherie comes in a variety of forms for all occasions. The
classic bottle of Eau de Parfum is a spray that comes in a variety of sizes.
We also offer the Eau de Toilette, which is a lighter scented spray. Another
light spray edition for spring season is Miss Dior Cherie L’eau, a more
refreshing version of our delicate original. To indulge the skin we have a
crème soufflé in a powdery, pearly-pink body crème. For a lighter body
indulgence we have body moisturizer. Last but not least, our favorite way to
start the day; shower gel with the incomparable scent of Miss Dior Cherie.
The shower gel rinses off the skin easily and protects the skins natural
balance.
Notes about Miss Dior Cherie
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Miss Dior Cherie Jewel Box Set
2005
Miss Dior was the classic scent that was created in 1947, and was the
first perfume created by Dior.
Miss Dior Cherie is dubbed as Miss Dior’s “little sister.”
Riley Keough, Elvis Presley’s granddaughter is the face of this
perfume.
The bottle’s inspiration comes directly from the original:
o The bottle reinterprets Miss Dior’s, drawing on the codes of the
House of Dior; the famous little bow, and the bottom of the
bottle has a tres couture hound’s-tooth check.
The fragrance has been reinvented with, “panache, keeping the
chypre theme, but bringing a new fruity freshness punctuated with
very appealing mouthwatering notes.”
Fragrance was a created as collaboration with John Galliano and
perfume designer Christine Nagel:
o Together they came up with a new essence punctuated with
classicism, sweetness and a touch of flippancy.
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Miss Dior Cherie Eau de Parfum
2005
Key Motivators
It is important to understand what is driving the need/want of the
potential customer. For example, if the person buys to accomplish esteem
and belonging the sale would be driven by the fact that Dior is a designer
label, has great reputation/brand recognition, and the customer will have a
sense of heightened status by wearing the scent. Another example might be
if the customer wants to be sure that the product is cruelty free, they are
motivated by self-actualization because their personal needs are met and
they are moving on to be concerned with the welfare of animals.
These motivators are directly related to the benefits of the product
because benefits are defined by the customer and their needs. Each
individual may have a different motivation for their interest in Dior Cherie
and it is the job of the salesperson to recognize that need and be able to
relate their product knowledge to that need.
For example, if a customer is browsing the selection and through
effective communication with them you, as the salesperson, come to realize
they have an interest in the craftsmanship of the bottle. You would explain
the history of the design in relation to the first Miss Dior bottle and
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where/how the bottles are made. This type of knowledge will interest the
customer and enable you to draw them in further for the sale.
What motivates the customer will become evident by giving them the
opportunity to communicate with you through good listening, engaging
them in a deeper understanding of the benefits with product knowledge,
and being intuitive to their behavior style and how well they are receiving
you.
Features & Benefits
Feature: Benefit I: Benefit II: Maslow:How is it made?Chypre Olfactive Family
3 distinctive fragrance notes
Fragrance is enhanced throughout day
Esteem
Fruity Top Notes Fresh Sweet Esteem/Belonging
Floral Middle Notes
Classic Feminine Esteem/Belonging
Strawberry & Popcorn Middle Notes
Fragrance associated with foods
Foods relate to summer and fun
Esteem/Belonging
Patchouli Base Notes
Rich, earthy Long-lasting Esteem/Belonging
How does it fit?Dior Label Designer Status, Esteem/
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reputation BelongingFresh & Modern Appeals to
younger womenAppeals to older women who want to feel young
Esteem/Belonging
Reinvented Classic
Draws new customers
Something new for existing customers
Esteem/Belonging
HistoryOriginal created in 1947
Well established Brand recognition
Esteem
NYC Dior Parfums Branch Est. 1948
Global company Headquarters in U.S. fashion center
Self-Actualization
New Look made history & approx. $12.7 million
Company has longevity
Profitable company
Safety
Manufacturing ProcessNo animal products
Not harmful to animals
Fully synthetic Self-Actualization
Approach & Closing Techniques
When approaching customers in the retail environment, it is
important to be able to adapt to their behavior style. Use the approach as a
way to measure how receptive to your assistance the person is by simply
letting them know you are there. At this point, you will either back off if
they seem unapproachable or, if they seem interested in more information
you can begin engaging the customer.
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Ask pulse taking questions for example, “Do you have an idea of what
you are looking for in a scent?” If the customer has researched the
products, you need to be able to present the facts about Dior as well as the
competition in order to define the benefits of our products. It is very
important at this point to listen to what the potential customer is telling you
in order to fully understand their needs as well as their knowledge base.
Constantly asses how they are receiving your information so you can quickly
adapt and change styles if need be.
If appropriate for the customer, offer testimonial about your own
experience or, someone you know who has had a positive experience with
our product. Encourage the customer to take a closer look at the
craftsmanship of the bottle/packaging and to try the scent if they would like.
If the customer is browsing the gift sets, assure them that the
additional products are equally amazing and they will truly enjoy having the
full product selection. Appeal to their senses by offering to test the lotion.
Of course these methods are only to be used if the person appears receptive
to the service. Don’t come on too strong and overwhelm the potential
customer. Always be able to identify a change in the person’s behavior and
adjust your communication style accordingly.
Keep in Mind:
#1 reason customers dislike salespeople is for not listening
#2 reason is for talking too much
Failure to understand these two things results in failing to understand
the needs of the customer
These factors equal poor sales
Meeting Objection Techniques
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Sometimes a customer can present challenges to a salesperson by asking
tough questions or making objections to the information provided to them.
Some concerns may be addressed about the chemicals used in the
manufacturing of a perfume. These are legitimate concerns and must be
handled with complete confidence and poise. If a customer asks about our
chemical ingredients you inform them that:
Butylphenyl methylpropional, or Lilial, is not cancerous. If consumed
in large amounts it can be toxic but typically the only harm it can do is
trigger allergies.
Limonene is not toxic or cancerous; the only harm it can do is trigger
allergies.
Ethylhexyl Methoxcinnamate/ Octinoxate is not toxic or cancerous,
the only harm it can do is trigger allergies.
Benzyl Salicylate IF INGESTED is known as a human immune system
toxicant. Otherwise, the only harm it can do is trigger allergies.
The damage from any and all of these chemicals is relevant only if
ingested. Advise the customer to keep perfume products out of the reach of
children.
If a customer is worried about an allergy to our product, ask them if they
would be willing to test a very small area of their skin. If they are, have
them spray a small amount on, give them your business card and have them
evaluate how they are affected for a day.
A salesperson can talk about Miss Dior Cherie fragrance qualities in
objection or preference to certain flavor notes, (see Product Analysis, p. 4).
If a customer prefers the bottle or packaging of a competitor, give them
a brief history and tell them about the heritage of the Miss Dior bottle:
Miss Dior parfum was named after Catherine Dior, (Christian Dior's
sister).
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The first bottle of Miss Dior was sold on December 1, 1947.
The following year, Dior was busy preparing his ‘Vertical' collection
so it was only natural to radically change the bottle's look to create a
container that was “tailored like a suit.”
The rectangular bottle was highly architectural, spare and
geometrical with a hound’s-tooth check.
The current bottle and box use the hound’s-tooth check.
Also, this is a great way to talk about packaging and our other Miss Dior
Cherie products, (see Product Analysis, p. 5).
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Appendix
Job Descriptions
Manager
Direct and coordinate the operations of the store, responsible for setting
sales goals and motivating sales associates. Strong customer service skills
are essential. Plan and maintain sufficient systems to operate successfully.
Responsible for lead assistant managers, lead sales, and associates daily.
Duties:
Determine staffing requirements
Hire and train new staff
Supervise direct reporting staff according to overall company policy
Set employee goals and objectives
Develop staff to maximize potential
Monitor staff performance including performance reviews
Delegate work duties to staff
Allocate use of available resources
Monitor and assist staff with work progress
Evaluate current business processes and systems
Plan and implement procedures and systems to maximize operating
efficiency
Formulate department/unit policies and practices
Review performance data (financial, sales and activity reports) to
monitor and measure productivity, goal progress and activity levels
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Responsible for the achievement of department/division/unit
productivity and quality goals
Organize and manage business meetings
Qualifications:
Bachelors Degree or equivalent
5 years retail experience
3 years assistant manager or equivalent experience
Proficiency in MS Word, Excel and Outlook
Proven ability to set and achieve sales goals
Competitive drive and entrepreneurial confidence to succeed in a
commission-based environment
Demonstrated ability to develop relationships with customers and
coworkers
Knowledgeable and enthusiastic about fashion
Ability to positively and proactively handle customer concerns and
prioritize multiple tasks in a fast-paced environment
Ability to quickly learn new procedures and processes
Strong organizational and follow-through skills
Excellent communication and interpersonal skills
High level of ownership, accountability and initiative
Assistant Manager
Assists in managing daily operations of a retail store. Must have an
Associate’s Degree and have at least five years of retail experience.
Performs a variety of duties personally and/or supervises employees
performing duties. Prepares or directs workers preparing merchandise
displays. Reports to Store Manager and supervises subordinate staff. The
assistant manager is also expected to act as a liaison between the senior
manager and the various teams that are working, in order to achieve a
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common objective. Assistant managers need to ensure compliance of
employees with established security, sales, record keeping procedures and
practices.
Duties:
Plans and prepares work schedules
Assigns employees to specific duties
Performs sales work and takes inventories
Have to have been in the lead sales position for a minimum of one
year
Report to manager
Lead Sales
A lead sales associate must be a high school graduate. Basic reading,
writing, arithmetic, and computer skills are required. They must have two
years of retail sales experience, with a minimum of 3 months as a sales
associate for our company. They must be willing to provide excellent
customer satisfaction. They must have the ability to persuade and influence
others. They also must have strong interpersonal and communication skills.
They must maintain a professional appearance and provide a positive
company image to the public.
Duties:
Present and sell company products and services to current and
potential clients
Follow up on new leads and referrals resulting from field activity
Identify sales prospects and contact these and other accounts as
assigned
Maintain current product knowledge
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Establish and maintain current client and potential client
relationships
Identify and resolve client concerns
Must have adherence to sales quotas
Help to assist the sales associates when required
Sales Associates
A minimum of high school education is required. The retail sales associate
must have proven ability to set and achieve goals. They need to have the
competitive drive and confidence to succeed in a commission based
environment. Strong interpersonal skills are required to interact with
customers in an appropriate manner. Knowledge and enthusiasm of
cosmetic trends is required. Sales associate must be able to multi-task and
thrive in a fast paced environment. Adaptability to changing processes and
procedures and the ability to quickly learn them is required.
Duties:
Set and achieve personal sales goals
Greet customers in a timely, professional and engaging manner
Initiate service consultations by asking open-ended questions to learn
the customer's preferences and needs
Provide honest and confident feedback to customers regarding
products
Build and maintain relationships with customers by contacting them
to follow up on purchases, suggest new products and invite them to
upcoming events
Consistently seek trend and product knowledge to act as an expert for
the customer
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Open new Nordstrom Fashion Rewards accounts as a means of
building customer relationships
Work as a team player to ensure each customer receives the best
service possible
Perform daily department maintenance tasks including stock work, re-
merchandising, display, price markdowns, merchandise transfers and
light cleaning
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