Sephora Marketing Strategies - Doc
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Added on 2020-04-21
Sephora Marketing Strategies - Doc
Added on 2020-04-21
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Sephora Marketing Strategies 1SEPHORA MARKETING STRATEGIESNameCourseProfessor’s NameUniversityCity (State)Date
Sephora Marketing Strategies 2Table of TablesTable 1.........................................................................................................................................................6Table 2.........................................................................................................................................................7Table 3.........................................................................................................................................................9Table 4.......................................................................................................................................................10Table 5.......................................................................................................................................................11Table 6.......................................................................................................................................................13Table 7.......................................................................................................................................................14
Sephora Marketing Strategies 3Sephora Marketing StrategiesIntroduction Sephora was founded in 1969 under the name Shop 8. The company began by identifying a nichemarket of selling high-end makeup. When it began operating, Sephora was the only seller of this product with the exception of department stores. Therefore, in the early years when the store wasformed, this was a brand new idea where the different Sephora stores sold makeup exclusively for various brands. The concept spread among the people very fast, and Sephora became one of the most popular makeup stores(Ortiz, 2016).In 1999, the company launched its website Sephora.com. The company at this time offered at least thirteen thousand products and more than two hundred brands. By the end of the year 2009, Sephora was reported to have nine hundred and eighty-six stores in twenty-three different countries and more than two hundred and fifty stores in North America alone. Currently, the company is operational in more than twenty-four European countries, and it has two hundred andeighty stores in the United States and Canada (Holson, 2017). The relationship that now exists between Sephora and JcPenney commenced in the year 2006. This partnership blossomed, and the number of Sephora stores located in the middle of JcPenny shops have increased considerably. The two have planned to ensure that by the end of this year, there will be more than six hundred and fifty Sephora stores operating inside JcPenney shops thatare in operation(Anderson, 2017). Apart from JcPenney, Sephora also collaborated with OPI in 2008, XpressSpa in October 2010, and QVC in 2011.Aside from makeup products, Sephora also offers products of other different categories. These include; skincare products, men products, accessories, and other body and bath products. Such
Sephora Marketing Strategies 4products include; Urban Decay, Nars, Stila, as well their Sephora collection that is exclusive(WILSON, 2016). The perception that Sephora has created in the marketplace is that it is a high-end beauty store which sells its products in retail and which offers designer products with knowledgeable and expert advice from people who work in the beauty departments. The company also created Sephora University which is aimed at informing people are aspiring to be beauty consultants on all the essential beauty products that they need to know and understand about(Holson, 2017). This is also the institution where the company’s employees are trained.Sephora has employees who are experts in the beauty field. This aspect of expertise also comes with the company’s brand name. There is a value added to the products that are sold to the customers. The beauty products offered by Sephora-being more expensive as compared to other beauty products-give the customers a feeling that they have reached their ideal selves and this leads to aspirational shopping. The image the company portrays is perceived as being fashion forward when compared to that portrayed by their competitors(Ji, 2016). This is mostly because the majority of products that Sephora advertises are used in fashion shows, therefore, supporting the notion that the company is a luxury and trend retailer of beauty products.This paper provides an analysis of the marketing issues at Sephora. The major issue that is faced by Julie Bornstein-the chief marketing and digital officer at Sephora as well as the company’s vice president-is how two million dollars should be allocated to the marketing of products through social media (Loeb, 2013). Alongside this issue, many other issues are considered with the intention of providing solutions to optimize returns in Sephora in spite of the different constraints such as competition.
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