You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
Dior Pop-Up Shop<br />
Stockholm, Sweden<br />
FASM 410<br />
Professor Alessandro Cannata<br />
By: Reese Timberlake, Ryanne Frazier, Meagan Henry, Erica Garcia
Mission Statement<br />
Executive Summary<br />
“ True Luxury requires genuine<br />
materials and the craftsman’s<br />
sincerity. It is only meaningful<br />
when it respects tradition.”<br />
- Christian Dior<br />
Christian Dior Group is a solid, affluent and highly achieved luxury brand. Under LVMH Moet Hennessy Louis<br />
Vuitton, the Dior brand is characterized by outstanding resilience in an economic climate of such monetary<br />
uncertainty. Christian Dior aligns itself with the principles of quality, alliance, tradition, and innovation. Dior’s market<br />
responsiveness (especially as it pertains to retail) is highly action-oriented, thanks to their talented team ambitions.<br />
There are many Dior Key Success Factors that contribute to this world-renowned success. These include: quality,<br />
an entrepreneurial spirit, the strive to pass on expertise, brand exclusivity, and the drive to surpass themselves.<br />
The value of quality is highly appreciated throughout the country of Sweden, and Christian Dior is a brand that<br />
encompasses that. Sweden - a country of tremendous innovation rooted in folklore tradition - will prove to be a<br />
promising environment for a brand with such entrepreneurial spirit. Dior seeks to inspire, and they have the financial<br />
and artistic means to do so.<br />
However, for plans of new international retailing, results are subject to various types of uncertainties that don’t have<br />
to be accounted for in homeland-national territory. For Dior, these include changes in customer purchasing power,<br />
the value of operation assets located abroad, economic changes that are not necessarily simultaneous from one<br />
geographic location to another, and provisions of corporate or tax law, customs regulations or import restrictions<br />
imposed by some countries that may penalize Dior.<br />
Other, less fiscal risks and threats to take into account include vast cultural differences between France and<br />
Sweden, an inability to timely identify a Swedish target market and individual target customer, and seasonality<br />
concerns.<br />
Fortunately, the plan to open the pop-up shop during Christmas time will serve as an excellent opportunity to cater<br />
to such an unidentified target market’s tastes and behaviors. The Christian Dior Brand does not currently operate<br />
anywhere in Sweden. The opportunity to open a store in the country’s capital is an exciting new opportunity.<br />
Starting smaller with an impermanent Christmas season pop-up shop will surely add a new air of excitement and<br />
lust after the Dior brand and their beautiful, timeless pieces. Dior has stood the test of time, through innovation,<br />
expansion and transformation. Sweden will welcome Dior’s elegance warmly, even during such fiercely cold<br />
months.
History<br />
1946: Backed by Marcel Boussae, Christian Dior found his own<br />
couture house in Montaigne, Paris.<br />
1947: His first collection, called The New Look, is launched.<br />
Miss Dior perfume is created. Pierre Cardin begins at<br />
Christian Dior as the “leading man,” and remains there until 1950.<br />
1948: The luxury ready-to-wear house is established in New York<br />
at the corner of 5th Avenue and 57th street.<br />
1968: The Dior Perfume company is sold to Moet Henessey.<br />
1973: Creation in France of the ready-to-wear fur collection. This<br />
will then be manufactured under license in the United States,<br />
Canada, and Japan.<br />
1978: Bankruptcy of Marcel Boussae group, assets are<br />
purchased by the Willot Group.<br />
1981: Willot Group declares bankruptcy.<br />
1949-1950: The licensing system is created. Dior goes on to<br />
license all accessories. Within three years, all couture house will<br />
copy this system.<br />
1955: Yves Saint Laurent becomes Christian Dior’s assistant.<br />
Launch of Dior lipstick, starting the beauty line for Dior.<br />
1957: Christian Dior dies of a heart attack. Yves Saint Laurent is<br />
appointed artistic director.<br />
1960: Yves Saint Laurent leaves Dior, Mare Bohan succeeds him<br />
and create the Slim Look in 1961.<br />
1984: Investors led by Bernard Arnault, takes control of former<br />
Willot Group.<br />
1988: Christian Dior takes a 32% equity stake in the share capital<br />
of LVMH, stake is revised in 1994 to 41.66%.<br />
1996: John Galliano is named creative director of Christian Dior<br />
couture.<br />
2001: Hedi Slimane, new creative director for the Homme line,<br />
presents his first collection.<br />
2012: Raf Simmons is named artistic director of the ready-towear,<br />
Haute Couture, and accessories collections.
Dior Business Model<br />
From Single Brand to Luxury Conglomerate<br />
Christian Dior defined a new business model in the post-war years, establishing Ready-to-Wear boutiques<br />
and licensing deals; his designs were coped and sold in the USA as well as Europe. Many consider Dior’s<br />
model to be a forerunner of fast luxury fashion. Now, Dior is divided by the Couture Management Group and<br />
the LVMH Management Group. Creative Director Raf Simons has complete freedom over Dior’s designs.<br />
Dior Ready-to-Wear, Accessories, and Beauty have a simple yet broad Business Model. Dior sells RTW,<br />
Accessories and Beauty mainly through Dior flagships around the world. Select Dior accessories are<br />
sold in department stores such as Bergdorf Goodman and Barneys NY. Select Dior beauty is sold in<br />
department stores such as Macy’s and Bloomingdales, as well as at Sephora.<br />
Dior has also opened concept shops, such as the Dior Homme boutique on 30 Avenue Montaigne in<br />
Paris, instilled by previous designer Hedi Slimane.<br />
Dior makes most of their profit from licensing agreements, cosmetics, perfume, and accessories. With the<br />
influence of couture houses and designers changing over time, only a small clientele can afford the time<br />
and expense demanded by true couture clothing.<br />
Therefore, Dior has adopted a business model that allows them to generate most profit off of smaller accessory<br />
goods and beauty products via wholesale channels and Dior flagships (Basics Fashion Management 101).
Corporate Structure<br />
Executive & Supervisory<br />
Statutory Auditors as of June 30, 2014
Company Profile<br />
Current Position<br />
Dior is the ultimate symbol of Elegance, Excellence and Luxury. In the 21st<br />
Century, Dior continues to define elegance and style with the same audacity that<br />
inspired Monsieur Dior when he launched his house.<br />
Products: From the renowned Bar suit to the grandest evening gowns, the famous<br />
Lady Dior bag to the Dior VIII watch and Bois de Rose jewelry, the Dior Addict<br />
lipstick and the best selling J’adore perfume, <strong>DIOR</strong>’s creations constitute an<br />
unmatched universe.<br />
Dior’s ready-to-wear accessories are on the more exclusive side in comparison to their<br />
competitors. They provide a very limited amount of accessory goods to be distributed<br />
through wholesale channels. Their ready-to-wear and haute couture pieces are only<br />
distributed through Dior boutiques or upon request.<br />
Dior sells luxury goods at a high price point. Leather goods can range from $3,000-<br />
$6,000, while a ready-to-wear dress can typically range from $3,500-$5,000.<br />
Christian Dior’s vision has always been ahead of its time, fascinating women with<br />
his ability to combine utmost modernity with timeless elegance.
Company Growth<br />
>> Grow within their directly operated boutiques<br />
>> Base their market on demand from “aspirational” customers rather than<br />
from the wealthy elite<br />
>> Focus on keeping their brand at a certain level of prestige by<br />
emphasizing quality, innovation and creativity<br />
>> Use visual storytelling to advertise products
SWOT Analysis<br />
Brand Identity Matrix<br />
Strengths<br />
>> Strong Luxury brand name & image<br />
>> Strong presence over numerous luxury<br />
avenues across the world<br />
>> Various product lines<br />
>> Excellent branding & advertising strategies<br />
>> Upper management<br />
>> Support young fashion artists & designers<br />
Opportunities<br />
Weaknesses<br />
>> Presence in a limited market<br />
>> Low revenue & presence in Latin &<br />
South America<br />
>> Low brand recognition amongst men<br />
Threats<br />
>> Prestigious<br />
>> Exemplifies fashionable fabulousness<br />
>> Internationally pleasing<br />
>> Visually impacting<br />
>> Timeless aesthetic<br />
>> Vibrant color and design<br />
>> Loyalty proves satisfaction<br />
>> Rewarding<br />
>> Personalized targeting<br />
>> Engaging relationships<br />
>> Customers trust Dior<br />
Physical<br />
Relationship<br />
Personality<br />
Culture<br />
>> City Woman<br />
>> Upscale<br />
>> Affluent<br />
>> Chic<br />
>> French<br />
>> Luxurious elegance<br />
>> Vision of beauty and<br />
happiness<br />
>> Respects tradition<br />
>> Creative originality<br />
>> Expanding in emerging markets<br />
>> Expanding in other regions<br />
>> Focusing on green initiatives<br />
>> Investing in the male market<br />
>> Tough, existent competition<br />
>> Increasing number of new designers in luxury<br />
fashion<br />
>> Animal rights groups<br />
>> Glamourous products<br />
>> Depicts luxury<br />
>> Elegant sophistication<br />
>> Feminine<br />
>> Exclusive<br />
>> Genuine materials and craft<br />
Reflection<br />
Self Projection<br />
>> She feels beautiful when wearing Dior<br />
>> She feels of high class<br />
>> Her clothing makes a statement<br />
>> She feels a bond between her and<br />
the product
Distribution<br />
Annual Spending Figures<br />
Dior has distribution in 6 continents, 44 countries, totaling 146 doors.<br />
All accessories are under licensing agreement as well as the ready-to-wear collection,<br />
which is manufactured under license in the United States, Canada, and<br />
Japan.
Dior Advertising<br />
Campaigns<br />
Dior puts exceptional effort into strategizing the way they advertise. They strategize their advertising<br />
methods through their campaigns, digital magazine, YouTube channel, IPhone app, and their social<br />
media sites; Facebook, Instagram, and Twitter.<br />
When it comes to campaigning, Dior pursues in-style celebrities to model their latest and greatest<br />
achievements at the time. In their latest campaign, “Be Dior,” Dior decided to use twenty four year old<br />
actress, Jennifer Lawrence. In the campaign shot by photographer Paolo Roversi, Lawrence poses in<br />
sleek Dior dresses with minimal makeup to capture the “natural aura of Jennifer Lawrence” (Kinonen).<br />
Dior features these campaigns within all of their advertising methods. Dior’s magazine and iPhone app<br />
brings the latest and the best ranging from runway shows, make-up items, perfumes, skincare products,<br />
ready-to-wear collections, and watches.<br />
Direct Marketing Initiatives<br />
Dior’s latest direct marketing initiative includes an interactive mobile-to-desktop tactic between<br />
their website and iPhone app. This initiative works by entering a device-specific four-digit<br />
code found on their mobile website for WonDiorland. By using this tactic the Dior consumer<br />
can come across further content refined from the brand’s latest fragrance, Dior addict. This<br />
direct marketing initiative coordinates with Dior’s developing approach for their fragrance<br />
launch and not only encourages consumer interaction within the brand’s online platforms but<br />
also accommodates them with exclusive Dior content using a community based campaign<br />
(Barkho).
Market Analysis<br />
P.E.S.T.E.L.<br />
Change took place in the Swedish fashion<br />
industry around the start of the Millenium.<br />
A new generation of architects, chefs, and<br />
designers no longer took inspiration from other<br />
countries abroad, but instead looked in their<br />
own backyard.<br />
The Swedish Industry today is focusing on<br />
sustainability, functionality and affordability,<br />
and is thriving on their blogging culture.<br />
By analyzing our target consumer we were<br />
able to identify key industry factors, and key<br />
players in Sweden that support this new<br />
movement.<br />
Political<br />
PROS<br />
- The Government of the Kingdom of Sweden<br />
Operating as a collegial body<br />
with collective responsibility<br />
- Riksdag ruled by Prime Minister Kjell Stefan<br />
Löfvén<br />
- Political parties are stable<br />
Five of current seven have been<br />
represented in Riksdag since 1921<br />
- Job stability and security are highly valued<br />
70 per cent of Swedish workers belong to<br />
a union, making Sweden one of the most<br />
unionized countries in the world<br />
CONS<br />
- Added tax value is 25%<br />
Technological<br />
PROS<br />
- Sweden has the most digitally connected<br />
economy in the world, and its<br />
forward-thinking culture fosters<br />
innovation<br />
- Known for innovative thinking and design;<br />
birthplace of pioneer such as H&M,<br />
Spotify, Skype, Electrolux, and Ikea<br />
CONS<br />
- Engineering products comprise more than half of<br />
Sweden’s exports – nearly 54 percent.<br />
Electronic equipment, machinery and<br />
motor vehicles are the most important<br />
goods in this category<br />
Economic<br />
PROS<br />
- The average household disposable income per<br />
capita is 27,456 USD<br />
- The inflation rate in Sweden was recorded at<br />
-0.30 percent in December of 2014<br />
CONS<br />
- There is a considerable gap between richest and<br />
poorest; the top 20% of the population<br />
earn more than four times as much as the<br />
bottom 20%<br />
- 1 Swedish krona amounts to $0.12 USD<br />
The Swedish central bank has cut its main<br />
interest rate to zero in an attempt to<br />
combat deflation. The cut of 0.25% was<br />
bigger than expected, and led to a fall in<br />
the krona against the dollar and the euro<br />
Environmental<br />
PROS<br />
- Swedes avoid plastic as much as possible, all<br />
stores will provide paper bags or boxes<br />
- Sweden is in the front line as the world embarks<br />
on a shift to more sustainable energy<br />
systems<br />
- In 2005, Sweden introduced a special five-year<br />
program designed to boost energy<br />
efficiency in industry.<br />
- Huge investments in energy consumption<br />
- There are over 3,000 wind turbines in Sweden<br />
for wind power<br />
- Allemanstratten: gives everyone the right to<br />
enjoy Swedish outdoors. This is written<br />
into the Swedish Constitution<br />
Social<br />
PROS<br />
- Swedish etiquette involves the ritual<br />
enactment of equality<br />
- Value “Lagom”: avoid extremes in reference to<br />
social behavior, everything in<br />
moderation<br />
- Participation in the arts is heavily promoted<br />
through many cultural centers, public<br />
libraries, open shopping streets, and<br />
communal music schools give citizens<br />
an opportunity to exercise their creativity<br />
CONS<br />
- Stores and shops close early, and many in<br />
businesses close in July for a four to six<br />
week holiday period<br />
- Only work until 5 pm<br />
Legal<br />
PROS<br />
- Swedish Consumer Agency with a National<br />
Board for Consumer Complaints located in<br />
Stockholm<br />
- Sweden is part of the EU, therefore most goods<br />
can be bought from other countries with<br />
out restrictions, although VAT and duty<br />
may still apply<br />
- Heavy emphasis on gender equality at home and<br />
in the work place<br />
- Part of the European Agency for Health and<br />
Safety at Work<br />
- The Swedish Work Environment Authority
Sweden: Industry Analysis<br />
Stockholm<br />
The Swedish fashion industry continues to grow with total sales amounting to 237 billion kronor<br />
in 2013, exports counting for 62% of this figure. (Boost for Swedish Fashion Industry Abroad)<br />
Sweden is an export dependent country, with more than half of what Sweden produces being<br />
exports. In 2011 sales totaled SEK 206 billion, however of this number only 83 billion are sold<br />
in the domestic market. Although the fashion industry in Sweden continues to grow in size,<br />
so does the amount of exports. Exports in Sweden attribute to 60% of the sales, while 40%<br />
remain domestic. The high ratio of exports to the domestic market is primarily due to H&M.<br />
The Swedish global company exports approximately 94% of sales. (Portnoff)<br />
Stockholm is the capital of Sweden and the most populous city in the Nordic region with a<br />
total population of 2.2 million in the metropolitan area. Stockholm is the cultural, political, and<br />
economic center of Sweden, encompassing over one third of the country’s GDP.<br />
In recent years tourism has played a big part in Stockholm sales. Stockholm County is<br />
ranked as the 10th largest visitor destination in Europe with over 10 million commercial<br />
overnight stays per year. (Welcome to the Capital of Scandinavia)<br />
Including H&M<br />
Excluding H&M
Key Players<br />
Stockholm houses some of Sweden’s most stylish shops<br />
and boutiques showcasing innovative Scandanavian<br />
design. Swedish culture is very tradition based and therefore<br />
Stockholm has lots of vintage fashion and antique stores. In<br />
terms of luxury brands and designers Stockholm has<br />
high-end department stores as well as retailers that carry<br />
designer brands. Brick and mortar<br />
designer shops are less frequent because the antique stores<br />
or traditional Swedish boutiques stand on there own, rather<br />
than the luxury designers.<br />
Nathalie Schuterman - An exclusive boutique that<br />
stocks high-end international designers such as: 3.1<br />
Philip Lim, Bottega Veneta, Miu Miu and Christian<br />
Louboutin.<br />
Nordiska Kompaniet - A luxury department store<br />
that has all the must-have Scandinavian fashion<br />
pieces as well as international designers.<br />
Anna Holtblad - Known as one of the pioneers of<br />
contemporary Swedish fashion. Over the past two decades<br />
Holtblad has stayed true to her idea of timeless Scandinavian<br />
fashion. Her price ranges from a loose fitting t-shirt at SEK<br />
766 to a Mohair blend coat at SEK 4,196.<br />
Sturegallerian - One of the most exclusive shopping<br />
malls in Sweden. Sturegallerian has over 50 luxury<br />
boutiques and gourmet restaurants. It’s a favorite of<br />
Stockholm’s elite and royalty is often seem shopping<br />
here.
Functionality & Affordability<br />
Consumer Demographic<br />
The fashion industry in Sweden has always been ahead of its time. When designers were still putting large logos on garments<br />
in the 1990’s Sweden began producing functional everyday wear, making Swedish fashion cool. Brands like Acne and Cheap<br />
Monday came on the scene with huge popularity because they created clothing the young generation could afford.<br />
Michael Elmenbeck, one of the curators and founders of Bon Magazine stated:<br />
“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.”<br />
H & M is still synonymous with Swedish fashion today because of the functional, trendy, and affordable pieces it offers. (Dagliden)<br />
Sustainability<br />
Sustainability has become very important to Swedish fashion designers.<br />
Gudren Sjoden is a pioneer of sustainable fashion focusing on using textiles and natural materials that fit all ages and figures.<br />
Shoe Company, Swedish Hasbeens, entered the market in 2006 producing sustainable handmade collections in small factories,<br />
emphasizing respect for people and the environment. (Swedish Fashion From Catwalk to Sidewalk)<br />
Blogging<br />
Yvan Rodic, a regular attendee of Stockholm Fashion Week, says the country’s blogging culture contributed to its global success.<br />
“Sweden is a pioneering country when it comes to blogging,” he says. “In the last decade, people from around the world have<br />
started looking at Swedish blogs for inspiration -- mostly to enjoy the photos since they don’t necessarily understand the language.”<br />
Readers have then been educated on the brands and how to create outfits without spending a fortune. “I think this was a perfect<br />
match for the world of blogging since it promotes individuality and helped Sweden become a mini phenomenon in fashion,” Rodic<br />
says. (Stenman)<br />
Being that our Dior pop up shop is being held in Sweden, we wanted<br />
to focus on the luxurious Swedes born in the later millennial generation,<br />
also known as Generation x consumers, and the baby boomers as our<br />
target customers. The Sweden population is estimated to be 9,723,809<br />
people with 1, 385,000 of those people making up the Stockholm<br />
population. 50.9% of the Sweden population is between the ages of<br />
25 to 64. The median age in Sweden is 41 years old with a population<br />
growth rate of 0.79% (Sweden).<br />
As for the baby boomer generation, 77 million people were born<br />
between 1946 and 1964. This baby boomer age group is greater in<br />
terms of size and percent of the population in the U.S. for the first time<br />
ever. The 55 and over age group authorizes more than three-fourths<br />
of wealth. The boomer median family net worth is three times higher<br />
than younger generations and they have an average annual disposable<br />
income of $24,000. Baby boomers outspend all other generations by<br />
an estimated $400 billion dollars each year on consumer goods and<br />
services (Resources). Generation x adults range in age from 30-44<br />
years old. In 2009, the total population of this generation was a total of<br />
49,660,301 people. The median household income for the generation<br />
x consumer is $73,601 between the ages of 30 to 34, while the<br />
median household income for ages 35 to 39 and ages 40 to 44 range<br />
from $81,107 and $84,278 (Demographic). 33% of consumers believe<br />
that a household income of more than $250,000 is what is necessary<br />
to consider themselves as “wealthy” consumers (Who). Consumers,<br />
who make $200,000 annually, spent $141 per month on apparel items<br />
for themselves. 60,000,000 consumers earn more than $100,000 a<br />
year while 80,000,000 consumers earn less than that. According to<br />
the Cotton Incorporated Lifestyle Monitor Survey, 23% of consumers<br />
bought luxury apparel in 2014 (Keeping).<br />
For our pop up shop in Stockholm, Sweden, we at Dior believe<br />
that these demographics fit our consumer and believe that our consumer<br />
will help constitute a successful pop up shop.<br />
Demographics<br />
>>> Male<br />
>>> 40 years old<br />
>>> Physician<br />
>>> Annual income of $207,000<br />
Psychographics<br />
>>> Educated, Admirable,<br />
Sophisticated.<br />
Behavior<br />
>>> Traveler, Reader.<br />
>>> Enjoys shopping for his wife<br />
and making<br />
her happy with designer products.<br />
Has great taste.
Meet Angelina & Ella<br />
Meet Alva & Denisa<br />
Demographics<br />
Demographics<br />
Demographics<br />
Demographics<br />
>>> Female<br />
>>> Female<br />
>>> Female<br />
>>> Female<br />
>>> 28 years old<br />
>>> 34 years old<br />
>>> 37 years old<br />
>>> 41 years old<br />
>>> Fashion Blogger/Swedish Socialite<br />
>>> Accountant<br />
>>> Software Developer<br />
>>> Lawyer<br />
>>> Annual income of $120,000<br />
>>> Annual income of $140,000<br />
>>> Annual income of $185,000<br />
>>> Annual income of $190,000<br />
Psychographics<br />
>>> Educated, Sophisticated,<br />
Admirable.<br />
Behavior<br />
>>> Extra ordinary mixture of<br />
romanticism, feminism, and sense<br />
of modernity.<br />
>>> Traveler, Interested in all things art.<br />
Fashion forward.<br />
Psychographics<br />
>>> Educated, Elegant, Mature.<br />
Behavior<br />
>>> Avid shopper, Loves dining with<br />
friends.<br />
>>> Takes work extremely serious.<br />
Fashion<br />
forward.<br />
Psychographics<br />
>>> Educated, Admirable, Selfless.<br />
Behavior<br />
>>> Traveler, Reader, Dog Lover.<br />
>>> Enjoys treating her family and<br />
friends<br />
to great gifts.<br />
Psychographics<br />
>>> Educated, Sophisticated,<br />
Admirable.<br />
Behavior<br />
>>> Traveler, Avid Shopper, Reader.<br />
>>>Takes work extremely serious,<br />
Fashion<br />
forward, Interested in the fine arts.
Consumer Lifestyle<br />
Stockholm Consumer Lifestyles<br />
Sweden continues to lead in Western<br />
Europe when adopting the internet.<br />
When looking towards the fashion<br />
industry this has put brick and mortar<br />
stores under an increasing amount of<br />
pressure because internet retailing is<br />
flourishing. Consumers are engaging<br />
in “showrooming” - where they can<br />
inspect a product in store before<br />
purchasing later online.<br />
Additionally Sweden is leading the<br />
world in “M-Commerce” (Mobile<br />
Commerce). The Economist<br />
newspaper noted that “97% of Swedish mobile phone users could pay for goods at participating<br />
businesses.” Sweden has shown that m-commerce can be safe and easy, something that has previously<br />
prevented it’s adoption in the past.<br />
This has also lead swedes to go completely cashless. The Swedish consumer is a huge fan of payment<br />
cards, so much so that large bank branches and even some retailers are completely cashless. In 2010<br />
shops have been prohibited from adding a surcharge for use of a payment card which has encouraged this<br />
trend. Some worry that this will leave the less fortunate consumers without a payment card behind, however<br />
with 95% of Swedish consumers having a bank account this is not likely. (Consumer Lifestyles in Sweden)
Consumer Psychographic<br />
Sales Potential<br />
Our Consumer is Geographically located in Stockholm while purchasing our products. They are also international cultural travelers from<br />
all over the world.<br />
Our Dior consumer has many Interests. They are an avid shopper, reader, fashion blogger, and traveler. They value art and fashion as<br />
a hobby, making their purchasing motives fashion forward.<br />
Dior makes our customers Opinions & Beliefs show by wearing the clothing. They enjoy designer and luxury items where price<br />
sensitivity does not exist. They believe that Dior makes a statement, it’s sophisticated, and projects a confident self-image.<br />
The consumer wearing Dior has many quality Personality traits. They are admirable, elegant, educated, mature, and sophisticated.<br />
These customers are loyal to the brand, and they buy different items across the product range.<br />
Behavioral Information<br />
Our customer grew up in the age of advancing technology. The Specific Technology Usage of our consumer is growing. As a millennial,<br />
they are constantly using these devices in their favor for shopping, blogging, and social media purposes. They are a social generation<br />
who socialized while consuming products, media and services. It has been predicted that in 2015, millennial annual spending will<br />
grow to $1.4 trillion by 2020, representing 30% of all retail sales. Online shopping, shopping from mobile devices, and preferences<br />
for “new entries to the marketplace” over established brands, will continue to grow and challenge existing retailers (The Year of the<br />
Millennial 2015 Predictions).<br />
The Shopping Habits of our consumer is not only growing on an e-commerce basis, but also in brick-and-mortar stores. Studies have<br />
shown that millennial’s prefer tangible products. Companies that offer an online and physical location provide millennial’s with what<br />
they want, and when they want it.<br />
In Stockholm, Sweden, consumers purchase products based off of sufficient information stating if their purchase will be a reasonable<br />
necessity. Since they’re buying limited products and consuming less, the value of the purchase is important to them. This key trait<br />
gives luxury brands like Dior an advantage over other businesses because they offer the high quality, one of a kind products Swedish<br />
customers are looking for.<br />
The biggest selling period in Stockholm is between Christmas and New Years. Mellandagarn, which means<br />
“Middle Days,” is the best shopping week in all of Sweden. Stores drop their prices significantly to get rid of<br />
excess stock after Christmas. During this time signs are everywhere saying, “REA!” meaning sale in Swedish,<br />
alerting consumers of the low prices. (Naughton)<br />
Estimating Competition<br />
Dior’s pop-up shop will be placed in the exclusive shopping district in Stockholm dating back to 1855.<br />
Bibliotekstan is home to international and Scandinavian high-end design boutiques. Although this will drive<br />
more foot traffic into our store, this also increases our competition. Our direct competitors will be neighboring<br />
shops: Louis Vuitton, Prada, Burberry, Michael Kors, Marc by Marc Jacobs, and Stella McCartney.<br />
Area Attractions<br />
A great place to shop luxury designers is in Bibliotekstan. Stockholm’s most affluent shopping district is found<br />
in the downtown area named Bibliotekstan. This area is home to Scandinavian luxury designers as well as<br />
international boutiques. This area will draw in a lot of foot traffic during the holiday season for natives as well<br />
as tourists.<br />
The area is very well organized with the positioning of the international and Scandinavian luxury designers,<br />
sportswear, accessories, restaurants, and cafes. The city also offers many tours of the location to help<br />
consumers navigate the area and get the most out of their shopping day.
Area Factors<br />
With an expected population rise of 200,000 inhabitants between 2000 and 2030, Stockholm is committed to creating a sustainable<br />
community and reducing CO2 emissions to zero by 2050.<br />
>> Focusing urban development near transit stations has been a priority in Stockholm. Along these stations, the city is broken up into many<br />
compact, self-sufficient districts that contain homes and a wide variety of businesses. These districts are mixed-use, with workplaces and shops<br />
built close to residential areas.<br />
Pedestrian Traffic: Over the last 15 years, Stockholm has cut pedestrian deaths by 31% and overall traffic deaths by 45%. Last year, Stockholm<br />
city suffered only six traffic deaths, or about 1 per 150,000 residents.<br />
>> The congestion charge has reduced traffic in the city center by 15%-20% or approximately 100,000 trips. Travel times have reduced 30-50%.<br />
CO2 emissions have, however, decreased by far less since there has been a slight increase in the suburbs. (Eco Mobility)<br />
Public Transportation: Stockholm’s public transit network consists of three metro lines, three shuttle trains, two local train connection lines, three<br />
light rail lines, 17 bus routes, and an inner-city boat. A single ticket system is valid for all systems throughout the city. The city has coordinated<br />
schedules between all modes, to minimize waiting time. The central train station is the hub where all public transport lines meet.<br />
- Car journeys by county residents across the charging zone have declined, and journeys by public transport have increased.<br />
- Stockholm is often praised for its comfortable, efficient and safe transportation.<br />
>> Stockholders are always heedful of their beautiful surroundings, and this has led to many inner city buses running on Eco-friendly fuels such<br />
as ethanol. The Stockholm underground is also known as the world’s longest art gallery as so many of its stations are adorned with the works of<br />
different artists. (Eco Mobility)<br />
Vehicular Transportation / Parking: Stockholm Parking has 22 park-and-ride facilities strategically placed around Stockholm outside of the<br />
congestion fee toll area. These facilities are easy to find and rather inexpensive to use – the parking fee for the whole day is usually only 20SEK.<br />
You can find all the information you need about our park-and ride facilities by going on their website. (Stockholder)<br />
Infrastructure: Sweden possesses a modern transportation network, regarded as a vital component of equitable wealth distribution. Sweden’s<br />
energy sector is strong, with energy production and usage per capita being among the highest in Europe. Sweden is among the world’s leaders<br />
in information technology, computer hardware, software, and services. It has the highest number of phone lines (combined fixed and mobile) per<br />
capita, as well as the highest percentage of Internet users in the world. (Eco Mobility)
Human Resources<br />
Strategic Process Plan<br />
>> Sweden has hundreds of thousands of the most luxurious, innovative architecture and contacting firms in the world.<br />
>> For Swedes, sustainability is not just a construction initiative, but it is a way of life.<br />
>> By 2022, a completely new city will have grown up around Stockholm Arlanda Airport. The goal is to create an environmental technology<br />
center to bring together research, innovation and established companies in the field of sustainability and environmental technology. The environmental<br />
profile of this new district is based on the extensive climate work already being carried out at Arland. (Sweden.se)<br />
Legal Issues<br />
>> As the European Union is a Customs Union, goods can be bought from other member countries without restrictions - although VAT and<br />
excise duty can still apply.<br />
>> Sweden is a member of the WTO<br />
>> Swedish Consumer Agency is a Swedish Government Agency that answers to the Ministry of Agriculture, Food, and all Consumer Affairs<br />
with a National Board for consumer Complaints (located in Stockholm). Its main task is to issue non-binding recommendations on the resolution<br />
of disputes between consumers and business operators. A person can, free of charge, file complaints against a company. If the company does<br />
not follow the recommendation from ARN, the consumer has the possibility to take the matter to court. (Sweden.se)
Beauty Product Plan<br />
Clothing & Accessories Product Plan<br />
Style # of Styles Color Retail Price Style # of Styles Color Retail Price<br />
Star<br />
Kew Gardens<br />
Coquette<br />
Diorette<br />
5<br />
Spring<br />
Les Rouge<br />
296<br />
Primerose<br />
Milly<br />
Park Avenue<br />
Nuit Rose<br />
Ivory<br />
Light Beige<br />
1<br />
Medium Beige<br />
Honey Beige<br />
448<br />
Dark Beige<br />
Mocha<br />
Peach<br />
Rose Chery<br />
3 Lady Red 363<br />
Lucky Pink<br />
Star Fuchsia<br />
Navy<br />
3<br />
Nude Pink<br />
Amber<br />
507<br />
Pink<br />
Golden Honey<br />
1<br />
Amber<br />
Cinnamon<br />
457<br />
2<br />
Brown<br />
Black<br />
Lady<br />
Incognito<br />
Junon<br />
1<br />
Rose<br />
Metal<br />
228<br />
Nuit<br />
Lucky<br />
2<br />
n/a<br />
3/8/15<br />
1015<br />
Style # of Styles Color Sizes Retail Price<br />
Dresses<br />
Sunglasses<br />
Bags<br />
Shoes<br />
White<br />
S, M, L<br />
Black<br />
S, M, L<br />
4<br />
42331 SEK<br />
Green<br />
S, M L<br />
Brown<br />
S, M, L<br />
5<br />
5<br />
Gold<br />
Black Gold<br />
Silver Black<br />
Silver Black Round<br />
Black Tortoiseshell<br />
Black<br />
Red<br />
Green<br />
White<br />
Brown<br />
Black<br />
one size<br />
one size<br />
36, 37, 38, 39, 40<br />
4274.43 SEK<br />
29260.70 SEK<br />
Red 36, 37, 38, 39, 40<br />
Grey 36, 37, 38, 39, 40<br />
7<br />
Brown 37, 38, 39 8466.20 SEK<br />
Navy and Black 37, 38, 39<br />
Purple and Brown 37, 38, 39<br />
Turquoise and Brown 37, 38, 39
Floor Plan<br />
Design of Physical Space
Details of Physical Space<br />
Communication & Promotional Plan<br />
The Seasonal Dior pop-up shops market image is consistent with Dior’s image and strategy, while also<br />
enhancing customer experience with our Christmas themed space. Since this is a holiday pop-up shop, the<br />
design of the space invites customers inside with an extravagant facade, visually appealing open box window<br />
displays, and an entry way that leads through a Dior Christmas art display that provides customers with the<br />
ultimate Christmas shopping experience.<br />
Our store atmosphere is lightly enhanced with Dior scents, and soft Swedish holiday music that offers familiarity<br />
with the brand to connect with the customer. The interior space is designed with visual customization in mind,<br />
focusing on appropriate light fixtures, furniture, flooring materials, and decor that flows with our Christmas<br />
aesthetic. The physicality and environment of this retail space stimulates each customer by providing a tactile,<br />
sophisticated interior where every object adds a purposeful touch.<br />
The floor plan of Dior’s pop-up shop is designed for a ground level space in the luxurious Stockholm area<br />
Bibliotekstan. Customers must venture through the opulent entrance that then leads them to the open floor<br />
plan where merchandise and customer service departments are located. The free-flow layout allows customer<br />
traffic to flow in an unstructured manner, although merchandise is strategically categorized with appropriate<br />
space for maximum product exposure and customer convenience. Merchandise is presented using an ideaoriented<br />
presentation technique. This plan offers flexibility to our customers while also encourages impulse<br />
buying and browsing.<br />
The Safety, Security, and Asset Protection is assessed by incorporating security personnel at the entrance.<br />
The construction of the space took the knowledge of deviant behavior in mind by designing the entire space<br />
to be seen visually, at all times. The space in the store is limited, and only a small amount of merchandise<br />
is being sold which makes theft less of a factor. Bibliotekstan also implements appropriate security systems<br />
within all of their retail spaces.<br />
Media<br />
Dior Social Media<br />
Personalized promotional<br />
gifts (invitation to cocktail party<br />
included) for important personnel<br />
Christmas giveaway with purchase<br />
Bloggers reviews and photo shoots<br />
of Dior pop-up shop venue and<br />
products purchased<br />
Outdoor promotion<br />
(public transportation<br />
advertisement's)<br />
Advertising in magazines<br />
Dior Christmas video<br />
Opening Cocktail Party (Last night<br />
of Pre-Launch only)<br />
Pre-Launch<br />
Launch<br />
Post Launch<br />
September November December January Feb. 1-7 Feb. 8-14<br />
**Refer to Appendix for written rational<br />
**Refer to Cost Sheet for Promotional pricing
Budget for Execution<br />
Financial Plan<br />
Income Statement:<br />
Month 1 Month 2<br />
Revenue SEK 1,626,889.60 SEK 4,880,668.80<br />
Total Revenue SEK<br />
6,507,558.40<br />
Cogs SEK 195,226.75 SEK 585,680.26<br />
Build of Space SEK<br />
425,661.00<br />
Interior Fixtures SEK<br />
292,084.00<br />
Storing SEK 1,006.00 SEK 1,006.00<br />
Wages SEK 151,255.00 SEK 151,255.00<br />
Rent and Utilities SEK 320,000.00 SEK 320,000.00<br />
Logistics<br />
SEK<br />
101,506.99<br />
Janitorial SEK 13,596.00 SEK 13,596.00<br />
Promotional Activites SEK<br />
3,724,476.33<br />
Legal and Permits SEK<br />
92,000.00<br />
Flight (2)<br />
Hotel (2)<br />
Ipad (4)<br />
SEK<br />
SEK<br />
SEK<br />
30,570.00<br />
334,800.00<br />
16,960.00<br />
Total Expenses SEK<br />
6,770,679.33<br />
Total Profit<br />
SEK<br />
(263,120.93)<br />
Interior & Exterior:<br />
Interior Fixtures Unit Costs Units Cost<br />
Sofa SEK 78,924.00 1 SEK 78,924.00<br />
Table Lamp SEK 2,300.00 2 SEK 4,600.00<br />
Chandelier SEK 4,550.00 1 SEK 4,550.00<br />
Chair SEK 90,585.00 2 SEK 181,170.00<br />
Candlestick SEK 395.00 1 SEK 395.00<br />
Clock SEK 3,325.00 1 SEK 3,325.00<br />
Decorative Ornament SEK 2,750.00 1 SEK 2,750.00<br />
Table SEK 7,735.00 2 SEK 15,470.00<br />
Pillow SEK 450.00 2 SEK 900.00<br />
Total Costs<br />
SEK 292,084.00<br />
PERCENTAGE OF CONVERSION 0.1 0.2<br />
LOCATION FOOT TRAFFIC PER DAY Month 1 Month 2<br />
1000 Footfall 2000 4000<br />
Conv. % 0.02 0.03<br />
Avr.Basket SEK 40,672.24 SEK<br />
40,672.24<br />
TOT.REV<br />
TOT.REV<br />
Month 1 Month 2<br />
SEK 1,626,889.60 SEK 4,880,668.80 $ 6,507,558.40<br />
(MKUP 60%) COGS SEK 650,755.84 SEK 1,952,267.52 SEK 2,603,023.36<br />
PRODUCT % Month 1 Month 2 COGS SEK 2,603,023.36<br />
Dress 12% SEK 195,226.75 SEK 585,680.26<br />
Bag 10% SEK 162,688.96 SEK 488,066.88<br />
Shoe 8% SEK 130,151.17 SEK 390,453.50<br />
Basic Sunglasses 7% SEK 113,882.27 SEK 341,646.82<br />
Scarves 7% SEK 113,882.27 SEK 341,646.82<br />
Gloves 2 6% SEK 97,613.38 SEK 292,840.13<br />
Necklace 10% SEK 162,688.96 SEK 488,066.88<br />
Earrings 5% SEK 81,344.48 SEK 244,033.44<br />
Bracelet 5% SEK 81,344.48 SEK 244,033.44<br />
Rings 3% SEK 48,806.69 SEK 146,420.06<br />
Foundation 2.00% SEK 32,537.79 SEK<br />
97,613.38<br />
Lipstick 5.00% SEK 81,344.48 SEK 244,033.44<br />
Blush 2.00% SEK 32,537.79 SEK<br />
97,613.38<br />
Eyeshadow 2.00% SEK 32,537.79 SEK<br />
97,613.38<br />
Eyeliner 4.00% SEK 65,075.58 SEK 195,226.75<br />
Nailpolish 2.00% SEK 32,537.79 SEK<br />
97,613.38<br />
Perfume 7.00% SEK 113,882.27 SEK 341,646.82<br />
Bronzer 3.00% SEK 48,806.69 SEK 146,420.06<br />
100%<br />
Month 1 Month 2<br />
AVR.PRICE SEK AVR.UNIT AVR.UNIT<br />
Dress SEK 42,300.00<br />
5 14<br />
Bag SEK 29,610.00<br />
5 16<br />
Shoe SEK 8,460.00<br />
15 46<br />
Basic Sunglasses SEK 3,807.00<br />
30 90<br />
Scarves SEK 4,230.00<br />
27 81<br />
Gloves 2 SEK 5,922.00<br />
16 49<br />
Necklace SEK 126,900.00<br />
1 4<br />
Earrings SEK 46,530.00<br />
2 5<br />
Bracelet SEK 84,600.00<br />
1 3<br />
Rings SEK 38,070.00<br />
1 4<br />
Foundation SEK 524.52<br />
62 186<br />
Lipstick SEK 296.10<br />
275 824<br />
Blush SEK 372.24<br />
87 262<br />
Eyeshadow SEK 524.52<br />
62 186<br />
Eyeliner SEK 245.34<br />
265 796<br />
Nailpolish SEK 228.42<br />
142 427<br />
Perfume SEK 1,015.20<br />
112 337<br />
Bronzer SEK 473.76<br />
103 309
Appendix<br />
Written Rational (Communication & Promotional Plan)<br />
The pre-launch for Dior’s Stockholm holiday pop-up begins two months prior to the opening of the store. During this time, Dior will be advertising<br />
the shop on their social media (Facebook, Instagram, Twitter, E-commerce, smart phone app, and Blog.) There will be a short promotional video<br />
made during our pre-launch that will be posted throughout the entire duration of our pop-up through various social media networks. In addition<br />
to using social media, advertisements will also be placed in one of the most commonly read magazine in Sweden - Sweden’s ELLE Magazine<br />
during September, and November (ELLE Magazine Advertising.)<br />
Based off of our customers daily transportation activities, there will be outdoor promotion on the outside of local public buses during our prelaunch<br />
as well as while the store is open to invite any gift buyers (Bus Advertising Prices and options.)<br />
There will be a personalized promotional gift basket of Dior makeup products sent to important personnel including: elite customers, magazine<br />
editors, high profile bloggers, and celebrities in the surrounding area. Within the basket, there will be an invitation to the Grand Opening cocktail<br />
party which will be held the night before opening day in December.<br />
All of our customers will receive a limited addition Dior Christmas Ornament with their purchase.<br />
**Refer to Income Statement and Cost Sheet for ROI<br />
Written Rational (Financial Analysis)<br />
To begin, we determined an average of 1000 footfall per day based on the area we are located in. This gave us a number of 2000 in foot traffic<br />
for month one, and 4000 in month two. The first month has a lower conversion rate of only 10% of total footfall per day in the area because<br />
consumers are still learning about the boutique, whereas in month two we have a 20% conversion rate because the consumers are more aware of<br />
our location and shop. Additionally we will be open 20 days out of each month, so the <strong>final</strong> equation used to determine the foot traffic per month<br />
was total foot traffic per day in the area (1000) multiplied by 20 (days we are open in a month) multiplied by the conversion rate.<br />
We came about our average basket figure from first determining average prices of our products sold, and then determining on average what<br />
consumers would buy day to day. For example we have our wealthier consumer who is buying Dior’s high end jewelry, and then we also have the<br />
consumer on a budget who might just stop in to buy Dior’s perfume or a lipstick. From this analysis we determined 10 baskets (see appendix)<br />
and then found the average price of all 10 baskets. After finding our basket pricing we found our total monthly revenues from multiplying our dayto-day<br />
footfall (2000 for month one) by a conversion rate, and then by the average basket per month. Again the conversion rate was higher in the<br />
second month because consumers are more aware of the boutique.<br />
Lastly, we found our cost of goods sold by multiplying our revenue by 40% because our markup is at 60%.<br />
After finding the pricing of our goods, revenues, and percentages per product category, we dove into other costs we might need. This includes<br />
but is not limited to: hotel and air fare, legal permits, iPads for sales associates, interior fixtures, rent, wages, and logistics. Please see the<br />
appendix for all reasoning and citations for our pricing.
Pricing Information<br />
Pricing Information<br />
Rent of Space:<br />
Technology:<br />
Building & Design of Space:<br />
Storing:<br />
Basket Pricing:<br />
Basket 1<br />
Dress $ 5,000.00 $ 5,000.00<br />
Basket 2<br />
Bag $ 3,500.00 $ 3,500.00<br />
Basket 3<br />
Shoes $ 1,000.00 $ 1,000.00<br />
Basket 4<br />
Sunglasses $ 450.00 $ 450.00<br />
Basket 5<br />
Necklace $ 15,000.00 $ 15,000.00<br />
Basket 6<br />
Earrings $ 5,500.00 $ 6,000.00<br />
Scarve $<br />
500.00<br />
Basket 7<br />
Bag $ 3,500.00 $ 13,500.00<br />
Bracelet $ 10,000.00<br />
Basket 8<br />
Foundation $ 62.00 $ 141.00<br />
Lipstick $<br />
35.00<br />
Blush $<br />
44.00<br />
Basket 9<br />
Perfume $ 120.00 $ 149.00<br />
Eyeliner $<br />
29.00<br />
Basket 10<br />
Ring $ 4,500.00 $ 4,500.00<br />
Sales Associate Salary:<br />
Employees Per Hour Per Day Per Week Per Month<br />
5 $12.00 $96.00 $480.00 $1,920.00<br />
Total $9,600.00<br />
Managers<br />
2 n/a n/a n/a $4,100.00<br />
Total $8,200.00<br />
Final Total $17,800.00<br />
Final SEK SEK 151,255.00<br />
Janitorial Per Hour Per Day Per Week Per Month<br />
2 $10.00 $80.00 $400.00 $1,600.00<br />
Final SEK SEK 13,596.00<br />
Logistics Pricing:<br />
AVR.BASKET $ 4,924.00<br />
AVR.BASKET SEK 40,672.24
Interior Decor<br />
Works Cited<br />
2006:67, Report, and Version 0.5. “Changes in Travel Habits in Stockholm City: Effects of the Stockholm Trial.”<br />
Barkho, Gabriela. “Dior Addict Campaign Features Exclusive WonDiorland Digital Content.” Fashion Times RSS. 11 June 2014. Web. 3 Mar. 2015.<br />
“Boost for Swedish Fashion Industry Abroad.” The Local. N.p., 19 Jan. 2015. Web. 03 Mar. 2015. .<br />
“Bus Advertising Prices and Options.” - PSV Media. PSV Media, n.d. Web. 07 Mar. 2015. .<br />
Dagliden, Jonna. “Swedish Fashion 2000 – 2015.” Absolut Vodka. Absolut Vodka, n.d. Web. 03 Mar. 2015. .<br />
“Demographic Profile: America’s Gen X.” Met Life: Mature Market Institute. Metropolitan Life Insurance Company. Web. 7 Mar. 2015.<br />
“Elle Magazine Advertising.” ELLE Media Kit. ELLE, n.d. Web. 01 Mar. 2015. .<br />
“Financial Highlights.” Revenue by Business Group. N.p., n.d. Web. 04 Mar. 2015.<br />
http://www.dior-finance.com/en US/ProfilDuGroupe/ChiffresCles/VentesParActivite.aspx<br />
“Keeping up with the Joneses | Cotton Lifestyle Monitor.” Cotton Lifestyle Monitor. America’s Cotton Producers and Importers, 11 Dec. 2014. Web. 7 Mar.<br />
2015.<br />
Kinonen, Sarah. “Jennifer Lawrence’s New Dior Campaign Ads.” Style News StyleWatch Peoplecom RSS. 23 Feb. 2015. Web. 3 Mar. 2015.<br />
Los Angeles Times. Los Angeles Times, n.d. Web. 06 Mar. 2015.http://www.latimes.com/opinion/op-ed/la-oe-gelinas-traffic-deaths-20140622-story.html<br />
Naughton, Sean. “The Stockholm Tourist.” : How Do You Say “Sale” In Swedish? Blog Spot, 26 Dec. 2010. Web. 25 Feb. 2015. .<br />
Portnoff, Linda. The Fashion Industry In Sweden: Statistics and Analysis. Rep. no. 13:03. Stockholm: Volante, 2013. Print.<br />
Priority For EComobIlity In Our CIties. A Series Of Locais To Ries. EcoMobility (n.d.): n. pag. Web.http://www.ecomobility.org/fileadmin/template/project_tem<br />
plates/ecomobility/files/Publications/Case_stories_EcoMobility_stocckholm_PDF_sk_for_print.pdf<br />
“Resources - 50 Facts & Fiction.” Immersion Active: Inspire Influence. Web. 7 Mar. 2015.
Works Cited<br />
Stenman, Jim. “Swedish Fashion: How Less Can Be More - CNN.com.” CNN. Cable News Network, 7 Feb. 2012. Web. 03 Mar. 2015. .<br />
“Stockholm Parkering - Parking-in-general.” Stockholm Parkering - Parking-in-general. N.p., n.d. Web. 06 Mar. 2015.<br />
http://www.stockholmparkering.se/SitePages/Parking-in-general.aspx<br />
“Sustainable Living in Sweden.” Sweden.se. N.p., n.d. Web. 06 Mar. 2015.<br />
https://sweden.se/nature/sustainable-living/<br />
“Sweden Demographics Profile 2014.” Sweden Demographics Profile 2014. CIA World Factbook, 23 Aug. 2014. Web. 7 Mar. 2015.<br />
“Swedish Fashion – from Catwalk to Sidewalk.” Sweden.se. Web. 07 Feb. 2015<br />
.<br />
“The Year of the Millennial: 2015 Predictions » Barnes & Noble College.” The Year of the Millennial: 2015 Predictions. Barnes & Noble College, 27 Jan.<br />
2015. Web. 06 Mar. 2015. .<br />
Trivector (n.d.): n. pag. Stockholm Forsoket. Trivector Traffic AB. Web.<br />
.<br />
“Welcome to the Capital of Scandinavia.” City of Stockholm. N.p., n.d. Web. 27 Feb. 2015. .<br />
“Welcome to WFR, the Destination for Free Instant Market Rates, News, an Exchange Marketplace, and Resources and Tools for Rail, Truck or Ocean<br />
Freight.”<br />
World Freight Rates. N.p., n.d. Web. 06 Mar. 2015. http://worldfreightrates.com/en/<br />
“Who Are the Luxury Consumers? U.S. & Canadian Consumer Behavior in Retail Luxury - InMoment.” InMoment. InMoment, Inc, 2 Jan. 2014. Web. 7<br />
Mar. 2015.