Sephora Case Study
SEPHORA
A Brand Case Study
Nikki Kerber PBDS 705 • November 21, 2011
Nikki Kerber • PBDS 705 • The Design/Business Link
1
History of SEPHORA: The Foundations of Modern Design
Founded in late 1969 as Shop 8, Dominique Mondonnaud opened a speciality
perfumery retail store in Franceʼs Haute Vienne region that was revolutionary for its time due to the way the store was operated and designed (”Sephora holdings s.a,” 2011, p. 1). While department stores heavily relied on the tried and true commission-based model to sell perfume and essential perfume oils, Dominique Mondonnaud set out to create an innovative and unique way to sell perfume and cologne. In 1979, Mondonnaud created a cutting-edge retail model that dramatically changed the way customers shopped. Marketed and designed as a self-service retail model, Shop 8 featured a large and open floor plan in order for customers to roam the store and touch, feel, and try all products. (”Sephora holdings s.a,” 2011, p. 2) This self-service retail model was revolutionary because, even today, most department stores place products out of reach of potential buyers, within glass cases, making the selling process less streamlined and frustrating for some individuals. Another way Mondonnaud upgraded the traditional selling process of perfume was by grouping products and brands in unique ways. For example, not only did Shop 8 offer a more extensive perfume line than any other department store in 1979, but products were grouped by perfume notes and scents, rather than just by brand. (”Sephora holdings s.a,” 2011, p. 2) Interestingly enough, most department stores today primarily still group fragrances only by brand. With the success of the new business
Nikki Kerber • PBDS 705 • The Design/Business Link
2
model, “Mondonnaud had opened a total of four Shop 8 stores” by 1984 (”Sephora holdings s.a,” 2011, p. 2). Although Shop 8 was successful with how it marketed and sold products,
Dominique
A Brand Case Study
Nikki Kerber PBDS 705 • November 21, 2011
Nikki Kerber • PBDS 705 • The Design/Business Link
1
History of SEPHORA: The Foundations of Modern Design
Founded in late 1969 as Shop 8, Dominique Mondonnaud opened a speciality
perfumery retail store in Franceʼs Haute Vienne region that was revolutionary for its time due to the way the store was operated and designed (”Sephora holdings s.a,” 2011, p. 1). While department stores heavily relied on the tried and true commission-based model to sell perfume and essential perfume oils, Dominique Mondonnaud set out to create an innovative and unique way to sell perfume and cologne. In 1979, Mondonnaud created a cutting-edge retail model that dramatically changed the way customers shopped. Marketed and designed as a self-service retail model, Shop 8 featured a large and open floor plan in order for customers to roam the store and touch, feel, and try all products. (”Sephora holdings s.a,” 2011, p. 2) This self-service retail model was revolutionary because, even today, most department stores place products out of reach of potential buyers, within glass cases, making the selling process less streamlined and frustrating for some individuals. Another way Mondonnaud upgraded the traditional selling process of perfume was by grouping products and brands in unique ways. For example, not only did Shop 8 offer a more extensive perfume line than any other department store in 1979, but products were grouped by perfume notes and scents, rather than just by brand. (”Sephora holdings s.a,” 2011, p. 2) Interestingly enough, most department stores today primarily still group fragrances only by brand. With the success of the new business
Nikki Kerber • PBDS 705 • The Design/Business Link
2
model, “Mondonnaud had opened a total of four Shop 8 stores” by 1984 (”Sephora holdings s.a,” 2011, p. 2). Although Shop 8 was successful with how it marketed and sold products,
Dominique
References: About Sephora. (2011). Retrieved from http://sephora.com/help/about_sephora.jhtml Cosgrove, J. (2008, September). Sephora celebrates 10 years of beauty. Retrieved from http://www.beautypackaging.com/articles/2008/09/online-exclusive-sephora-celebrates-1 0-years-of-be Elkin, T. (2010, May 28). Case study: Sephora offers ratings and reviews via mobile [Web log message]. Retrieved from http://www.emarketer.com/blog/index.php/case-study-sephora-offers-ratings-reviews-mo bile/ iphone. (2011). Retrieved from http://sephora.com/go/iPhone/ Kats, R. (2011, July 25). Sephora boosts mcommerce strategy via integrated digital beauty experience. Retrieved from http://www.mobilecommercedaily.com/2011/07/25/sephora-boosts-mcommerce-strategyvia-integrated-digital-beauty-experience Naughton, J. (2011). Sephora to offer in-store manis. womens Wear Daily, 202(10), 6. Retrieved from http://galenet.galegroup.com/proxy-ub.researchport.edu/servlet/BCRC (2007). Sephora holdings s.a. International Directory of Company Histories, 82, Retrieved from http://galenet.galegroup.com.proxy-ub.researchport.umd.edu/servlet/BCRC Sephora: Liberating beauty products. (2006, January 25). Bloomberg Businessweek, Retrieved from http://www.businessweek.com/innovate/content/jan2006/id20060125_183621.htm Sephora: Wikipedia. (n.d.). Retrieved from http://en.wikipedia.org/wiki/Sephora Nikki Kerber • PBDS 705 • The Design/Business Link 12