Dior Pop-Up Shop

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Functionality & Affordability The fashion industry in Sweden has always been ahead of its time. When designers were still putting large logos on garments in the 1990’s Sweden began producing functional everyday wear, making Swedish fashion cool. Brands like Acne and Cheap Monday came on the scene with huge popularity because they created clothing the young generation could afford. Michael Elmenbeck, one of the curators and founders of Bon Magazine stated: “We wanted fashion we could afford. I guess it is part of our socialist heritage. Just look at H&M and IKEA, it has shaped us.” H & M is still synonymous with Swedish fashion today because of the functional, trendy, and affordable pieces it offers. (Dagliden) Sustainability Sustainability has become very important to Swedish fashion designers. Gudren Sjoden is a pioneer of sustainable fashion focusing on using textiles and natural materials that fit all ages and figures. Shoe Company, Swedish Hasbeens, entered the market in 2006 producing sustainable handmade collections in small factories, emphasizing respect for people and the environment. (Swedish Fashion From Catwalk to Sidewalk) Blogging Yvan Rodic, a regular attendee of Stockholm Fashion Week, says the country’s blogging culture contributed to its global success. “Sweden is a pioneering country when it comes to blogging,” he says. “In the last decade, people from around the world have started looking at Swedish blogs for inspiration -- mostly to enjoy the photos since they don’t necessarily understand the language.” Readers have then been educated on the brands and how to create outfits without spending a fortune. “I think this was a perfect match for the world of blogging since it promotes individuality and helped Sweden become a mini phenomenon in fashion,” Rodic says. (Stenman)
Consumer Demographic Being that our <strong>Dior</strong> pop up shop is being held in Sweden, we wanted to focus on the luxurious Swedes born in the later millennial generation, also known as Generation x consumers, and the baby boomers as our target customers. The Sweden population is estimated to be 9,723,809 people with 1, 385,000 of those people making up the Stockholm population. 50.9% of the Sweden population is between the ages of 25 to 64. The median age in Sweden is 41 years old with a population growth rate of 0.79% (Sweden). As for the baby boomer generation, 77 million people were born between 1946 and 1964. This baby boomer age group is greater in terms of size and percent of the population in the U.S. for the first time ever. The 55 and over age group authorizes more than three-fourths of wealth. The boomer median family net worth is three times higher than younger generations and they have an average annual disposable income of $24,000. Baby boomers outspend all other generations by an estimated $400 billion dollars each year on consumer goods and services (Resources). Generation x adults range in age from 30-44 years old. In 2009, the total population of this generation was a total of 49,660,301 people. The median household income for the generation x consumer is $73,601 between the ages of 30 to 34, while the median household income for ages 35 to 39 and ages 40 to 44 range from $81,107 and $84,278 (Demographic). 33% of consumers believe that a household income of more than $250,000 is what is necessary to consider themselves as “wealthy” consumers (Who). Consumers, who make $200,000 annually, spent $141 per month on apparel items for themselves. 60,000,000 consumers earn more than $100,000 a year while 80,000,000 consumers earn less than that. According to the Cotton Incorporated Lifestyle Monitor Survey, 23% of consumers bought luxury apparel in 2014 (Keeping). For our pop up shop in Stockholm, Sweden, we at <strong>Dior</strong> believe that these demographics fit our consumer and believe that our consumer will help constitute a successful pop up shop. Demographics >>> Male >>> 40 years old >>> Physician >>> Annual income of $207,000 Psychographics >>> Educated, Admirable, Sophisticated. Behavior >>> Traveler, Reader. >>> Enjoys shopping for his wife and making her happy with designer products. Has great taste.
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 and 20: Campaigns
Page 21 and 22: P.E.S.T.E.L. Political PROS - The G
Page 23 and 24: Stockholm Stockholm is the capital
Page 25: Nathalie Schuterman - An exclusive
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

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