Dior Pop-Up Shop

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Market Analysis Change took place in the Swedish fashion industry around the start of the Millenium. A new generation of architects, chefs, and designers no longer took inspiration from other countries abroad, but instead looked in their own backyard. The Swedish Industry today is focusing on sustainability, functionality and affordability, and is thriving on their blogging culture. By analyzing our target consumer we were able to identify key industry factors, and key players in Sweden that support this new movement.
P.E.S.T.E.L. Political PROS - The Government of the Kingdom of Sweden Operating as a collegial body with collective responsibility - Riksdag ruled by Prime Minister Kjell Stefan Löfvén - Political parties are stable Five of current seven have been represented in Riksdag since 1921 - Job stability and security are highly valued 70 per cent of Swedish workers belong to a union, making Sweden one of the most unionized countries in the world CONS - Added tax value is 25% Technological PROS - Sweden has the most digitally connected economy in the world, and its forward-thinking culture fosters innovation - Known for innovative thinking and design; birthplace of pioneer such as H&M, Spotify, Skype, Electrolux, and Ikea CONS - Engineering products comprise more than half of Sweden’s exports – nearly 54 percent. Electronic equipment, machinery and motor vehicles are the most important goods in this category Economic PROS - The average household disposable income per capita is 27,456 USD - The inflation rate in Sweden was recorded at -0.30 percent in December of 2014 CONS - There is a considerable gap between richest and poorest; the top 20% of the population earn more than four times as much as the bottom 20% - 1 Swedish krona amounts to $0.12 USD The Swedish central bank has cut its main interest rate to zero in an attempt to combat deflation. The cut of 0.25% was bigger than expected, and led to a fall in the krona against the dollar and the euro Environmental PROS - Swedes avoid plastic as much as possible, all stores will provide paper bags or boxes - Sweden is in the front line as the world embarks on a shift to more sustainable energy systems - In 2005, Sweden introduced a special five-year program designed to boost energy efficiency in industry. - Huge investments in energy consumption - There are over 3,000 wind turbines in Sweden for wind power - Allemanstratten: gives everyone the right to enjoy Swedish outdoors. This is written into the Swedish Constitution Social PROS - Swedish etiquette involves the ritual enactment of equality - Value “Lagom”: avoid extremes in reference to social behavior, everything in moderation - Participation in the arts is heavily promoted through many cultural centers, public libraries, open shopping streets, and communal music schools give citizens an opportunity to exercise their creativity CONS - Stores and shops close early, and many in businesses close in July for a four to six week holiday period - Only work until 5 pm Legal PROS - Swedish Consumer Agency with a National Board for Consumer Complaints located in Stockholm - Sweden is part of the EU, therefore most goods can be bought from other countries with out restrictions, although VAT and duty may still apply - Heavy emphasis on gender equality at home and in the work place - Part of the European Agency for Health and Safety at Work - The Swedish Work Environment Authority
Page 1 and 2: Dior Pop-Up Shop Stockholm, Sweden
Page 3 and 4: Executive Summary Christian Dior Gr
Page 5 and 6: 1968: The Dior Perfume company is s
Page 8 and 9: Corporate Structure
Page 10 and 11: Company Profile Dior is the ultimat
Page 13 and 14: Company Growth >> Grow within their
Page 15 and 16: Brand Identity Matrix >> Prestigiou
Page 17 and 18: Annual Spending Figures
Page 19: Campaigns
Page 23 and 24: Stockholm Stockholm is the capital
Page 25 and 26: Nathalie Schuterman - An exclusive
Page 27 and 28: Consumer Demographic Being that our
Page 29 and 30: Meet Alva & Denisa Demographics >>>
Page 31 and 32: Stockholm Consumer Lifestyles Swede
Page 33 and 34: Sales Potential The biggest selling
Page 36 and 37: Human Resources >> Sweden has hundr
Page 38 and 39: Beauty Product Plan Style # of Styl
Page 40 and 41: Floor Plan
Page 42 and 43: Details of Physical Space The Seaso
Page 44 and 45: Budget for Execution Income Stateme
Page 46 and 47: Appendix
Page 48 and 49: Pricing Information Rent of Space:
Page 50 and 51: Interior Decor
Page 52: Works Cited Stenman, Jim. “Swedis

Dior Pop-Up Shop

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