Product Analysis & Training Manual

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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