Sephora Case Study

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a) Briefly describe the background of the company.

Sephora is a cosmetics brand chain store founded in French by Dominique Mandonnaud in 1970. In 1997, Sephora owned by LVMH Moët Hennessy Louis Vuitton, the world's leading luxury goods group. Sephora sells a broad category of products from more than 100 brands and its private label including skincare, color, fragrance, body care, smile care, and hair care.
Today, Sephora is the leading chain of perfume and cosmetic retailers worldwide. It operates approximately 1,900 stores in 29 countries, with an expanding base of over 360 stores across North America.
Sephora is a prestige beauty retailer that captures value by selling prestige products at a price above cost to consumers both online and
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Many international brands began to attract a large number of consumer in online shopping platform. Internationally renowned cosmetics brands such as L'Oreal, OLAY, Mentholatum, Yue-Sai, Neutrogena, Davidoff, etc. have settled in online shopping platform to test the water, the use of online sales quickly, directly to consumers the advantages of the new exclusive episode.
Sephora, the cosmetics retailer, has been widely recognized as a leader in integrating its digital marketing efforts into its overall strategy. Sephora has long been the official website set up B2C direct sales of services including skin care, makeup, perfume, bath care body, hair care products, and online payment methods, consumers can easily purchase online. Sephora has moved to make digital as important as the physical product in their stores. It required significant shifts in their thinking, in structure, and in hiring the right
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It identifies which revenue source to pursue, what value to offer, how to price the value, and who pays for the value. The revenue model for Sephora includes web catalog revenue models. The web catalog model was formed through the evolution of the information era. With the advent of the internet and its increased availability, printed catalogs have been either completely replaced or supplemented by a digital online catalog reaching a wider audience in a shorter space of time. Just as the traditional catalog-based model, also known as the mail order or catalog model, allows buyers to order and made payments though Web site, telephone, or

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