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Case
-
Reference no. 519-0102-1
Subject category: Marketing
Published by:
Amity Research Centers (2019)
Length:
15 pages
Data source:
Published sources

Abstract

Sephora, one of the premier beauty retailers in the world, was acquired by renowned French luxury goods conglomerate Louis Vuitton Moët Hennessy in the year 1996. Since then, the brand had earned its name and expanded across 32 countries around the world by endorsing as many as 15,000 products of 300 brands. Not only that, it was also renowned for its 'experiential retail' strategies. To support its retail strategies and to win the hearts of the millennial buyers, in the year 2017, the brand decided to try out non-traditional marketing initiatives. With its innovative marketing campaigns, the brand chose to uphold its commitment towards diversity and inclusion. How did the brand actually inculcate this ethos with its own business journey? More so, what was its business compulsion for such a move?

Teaching and learning

This item is suitable for postgraduate courses.

Topics

Millennial; Beauty-retail concept; Immersive environment; Try-before-you-buy strategy; Experiential retail; Omni-channel strategy; Let's beauty together; Content strategy; Influencer

Tags

Berkeley Haas Center for Equity, Gender and Leadership (EGAL) Case Compendium: DEI focus

Setting

The events covered by this item took place in 2019.

Geographical setting

Region:
Americas
Country:
United States

Featured companies

Company name:
Sephora
Employees:
10000+
Industry:
Consumer goods - beauty products
Company name:
Louis Vuitton Moët Hennessy
Employees:
10000+
Type:
Public company
Industry:
Luxury goods

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