Luxury Goods Project
Jewellery and Watch Sector
Stefania ALVARES MEDRANO
INSEEC Alpes-Savoie, Year 2013-2014
Paper assignment – Luxury sector analysis
* Select a luxury category. Categories include: Jewellery
* Within your category select three brand leaders : Cartier, Chaumet, Chopard
* Prepare a SWOT analysis for each brand
* Analyze these leaders by discipline: visual merchandising, website, e-commerce (if applicable), social media, customer service, PR, special events, advertising.
* Prepare a final report (4-6 pages) on your category ranking your three leaders in order of ...view middle of the document...
Since its creation, the Maison has perpetuated the Parisian savoir-faire of high jewellery passed on from one workshop master to the other.
Today, Maison Chaumet, presided by Thierry Fritsch, is no longer a family run business, and is known as Chaumet International S.A. The company continues its international development as part of the LVMH group with approximately 90 boutiques located in the capital cities and urban centres of Europe, the Middle-East, Japan and Asia.
Headquarters and policies
The private mansion, 12 Place Vendôme, is the Maison’s headquarter and a registered historic monument. The mansion hosts the design studio, the workshop and the boutique. Most of the Chaumet designs come to life Place Vendôme.
Béatrice de Plinval, curator of Chaumet museum keeps an eye on the Salon des Diadèmes (Tiara Room) and the 18th century Grand Salon hosting some of the Chaumet Museum collections.
Chaumet controls all the design and production processes of the pieces issued from Place Vendome. Fourteen craftsmen work in the headquarters. A training period of about ten years is necessary to master all the secrets of a luxury jeweller. On January, 28th 2011, Pascal Bourdariat became the twelfth foreman of the Maison. The mechanisms of the watches produced by Chaumet are manufactured in Switzerland; know for the quality of its artisans.
Being a responsible jeweller, committed to ethical conduct, Chaumet has been a member of the Responsible Jewellery Council since 2005 and was certified in 2011. The Maison is also a supporter of the action to protect bees.
2. SWOT Analysis
Strength | Weakness |
Brand * Strong brand name with a long history and tradition (founded in 1780). Excellent reputation for beautiful and unique pieces of high quality linked to the French savoir-faire * High brand loyalty * Competence and strong manufacturing capabilities (high tech): Jacques Combe appointed foreman in 1989, was made a Chevalier of the Order of Arts and Letters in July 2005. * Ethic actions/engagementsPromotion * Efficient marketing strategy through the web image and presence * Effort to give a modern image with Sophie Marceau and Lou Doillon * Strong flagship product (the “Liens” ring)Environment and Economic data * Joined the LVMH group reduce investment costs, operational profit * Profitable 100 et 300 million euro turnover * International development * Barriers of market entry * Strong positioning in the wedding segment (bridal jewellery) | Brand and promotion * Old-fashion image still sticks to the brandPrice * No price promotionsEconomic data * Cost structure most of the production is made in-house * Place Vendôme * Fourteen qualified artisans * Ten year training required
Opportunity | Threat |
Environment and Economic data * Economic recovery in the luxury market* * High growth in the luxury segment for jewellery and watches in emerging economies** * Increased...