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A leading luxury goods group, Richemont is the owner of prestigious Maisons, recognised for their excellence in jewellery, watches, fashion and accessories. As a family-spirited Group, our central and regional functions pool their expertise to guide, support and challenge our Maisons and businesses to design timeless creations and innovative services that preserve their unique heritage. We help our Maisons and businesses thrive in new and existing markets while setting unparalleled standards for service and embedding sustainable practices across our operations.

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Research Required

Store visit

4 comp shops

Survey/interview/focus group

Guest speaker/masterclass

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Conglomerates - Large company which own smaller companies

SDG- Sustainable development goals

End of 1800s-1900s:

Vogue magazine made its debut in 1892 to become the herald of evolving style

1910s: Witnessed a cinematic revolution and advent of the silent screen

Key quote:

"One world was ending, another was about to be born" - Coco Chanel

1920s:

Chanel's little black dress swept the world with its conception. They also reshaped silhouettes for active working women.

1930s:

Marlene Dietrich emulated masculine style wearing gentleman's tuxedos, many style icons paid attention to this tuxedo movement on the red carpet: Rihanna, Madonna, Angelina Jolie

1940s:

Dior introducing revolutionary 'New Look" in 1947

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Geographic: Post code/city, Country, Population, Climate

Demographic: Age, Gender, Income, Occupation, Ethnicity

Psychographic: Values, Needs, Goals, Hobbies, Interests

Behavioural: Purchasing habits, Brand interactions, Customer loyalty

Segmentation VS Pen Portrait

Segmentation categorises the broader market into groups based on shared characteristics

Pen Portrait creates a detailed fictional persona within a segment, resulting in a more nuanced understanding

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Segmentation Targeting Positioning

Market Segmentation- aggrevating prospective buyers into groups or segments with common needs

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For our in-class task, each group were assigned 1 of 4 films each to create a Pen Portrait for. Our selected film was 'Mr Queen', whereby we had to create relevant bullet points based on the audience - such as their name, age, occupation, hobbies etc. This allowed us to not only collaborate together as a group and share ideas, but also touch up on our ability to create a relevant Pen Portrait.

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As a group, we chose a brand in the Richemont (our conglomerate) group to research its ethical, economic, environmental and philanthropic responsibilities.

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Started out at New Look as a Visual Merchandiser

Studied at law school, graduated with a Business and Marketing degree

Seeked opportunities within the Fashion Marketing industry, led to a successful career.

Head of PR at boohoo and River Island

Brand director of SEPHORA

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Primary Research - Selfridges Oxford Street visit

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Primary Research - Selfridges Oxford Street visit

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Comp Shop Analysis- By Scarlett Burrows 40097392

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Comp Shop Analysis- By Scarlett Burrows 40097392

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Located at 9 New Bond Street, London W1S 3SW

Store Design: Elegant, organised, has a sense of exclusivity to its consumers

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Comp shop analysis - By Isabella Burrows 40097391

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Comp shop analysis - By Isabella Burrows 40097391

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In-store technology, Checkout Process:

Chloé offer a smooth checkout service with the assistance of a staff member, available for purchasing or returning items with a range of different payments available. In terms of returning items, customers are able to return or exchange products within a 14 day period back to store.

Store cleanliness:

The store was generally kept in a clean, professional manner, with all garments across the store kept in the correct place well presented.

Sustainability initiatives:

90% lower impact materials are used in collections in-store and 30% are fair trade sourcing.