Miss Dior Cherie

Product Analysis & Training Manual

By
Ericka Smith
Shayna Sands
Kelley Pace
Makki Nelson

Table of Contents

1
Historical Facts...
………………………………………………...2
Company Timeline………………………………………………
3
Product
Analysis………………………………………………....4
Key
Motivators…………………………………………………..7
Maslow’s Hierarchy of
Needs……………………………………7
Features &
Benefits……………………………………………...8
Approach & Closing
Techniques………………………………...9
Meeting Objectives
Techniques………………………………...10
Appendix
Job
Descriptions…………………………………………..12
Organizational
Chart……………………………………....16

2
 Dior History Facts

 Dior’s design career began in 1935 when he returned to Paris and began selling sketches.
 The designer Robert Pigues hired him in 1938.
 During World War II, Dior served in the south of France
 In 1941, Christian Dior returned to Paris where he joined another designer named Lucien
Lelong at a design house.
 In 1946, backed by textile manufacturer Marcel Boussac, he opened his own salon.
 In 1947, Dior decided he wanted to bring back beauty, feminine clothing, soft rounded
shapes, and full flowing skirts. He introduced his first collection the “New Look.”
 The New Look and new approach to fashion was a major post war turning point in
fashion history:
o The new look featured rounded shoulders, a cinched waist, and a very full skirt.
o Dior’s New Look dominated the fashion world for about 10 years.
 Spring 1947 collection was called “Carolle” which suggested the silhouette of the new
look with prominent shoulders, accentuated hips, and a small waist.
 Spring 1953 collection was called “Tulip” which featured floaty, flowery prints.
 Spring 1955 collection called “A-Line” had an undefined waist and smooth silhouette
that widened over the hips and legs, resembling a capital letter A.
 By his final collections, Dior felt the need for a more limber silhouette and lifestyle, and
designed chemises, narrow tunics, and sari-like wraps.
 Together with his partner Jacques Rouet, he pioneered license agreements in the fashion
business. By 1948, he had arranged licensing deals for fur, stockings, and perfumes,
which not only generated revenue but also made him as household name.

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 Dior passed away in 1957 with an untimely death; however the House of Dior is still a
thriving business to this day.

Timeline of Key Dates

 1941: Christian Dior becomes design assistant for Lucien Lelong

 1946: Backed by Marcel Boussac, Dior launches his own fashion house
 1947: Debut of Dior’s “New Look” revolutionizes women’s fashion
 1948: Company launches Christian Dior Perfumes
 1949: Dior opens first boutique in New York
 1950: Company begins licensing Dior name
 1952: Company opens London boutique
 1957: Christian Dior dies of a heart attack
 1958 Yves Saint Laurent becomes lead designer for Dior, launching his own career
 1984: Bernard Arnault acquires controlling share of Moet Hennessy Louis Vuitton,
founding the LVMH luxury goods empire; begins cutting back number of Dior licenses
 1996: Arnault names John Galliano as lead designer in order to revive Christian Dior
image
 1997: Dior buys back control of its ready-to-wear line and retail chain, including 13
stores in Japan
 2001: Hedi Slimane is named to create new men’s fashion line; company launches new
retail concept, Christian Dior Haute Joaillerie

4
Original Eau de Cologne Bottle featuring
Hound’s-tooth design

1954
 Product Analysis
Miss Dior (1947) Miss Dior Cherie
Top Note Gardenia, Galbanum, Green Tangerine, Strawberry
Bergamot, Clary Sage leaves, Violet
Middle Note Jasmine, Narcissus, Neroli, Pink Jasmine, Wild
Rose Strawberry, Popcorn
Base Note Patchouli, Oakmoss, Patchouli, Crystalline Musk
Labdanum, Sandal

The top notes of Miss Dior Cherie
have been modified from the original Miss
Dior to give the customer a fruity first
impression with Strawberry leaves and
green tangerine. The top notes of a perfume
are designed to evaporate the quickest to
uncover the middle notes which in this case
are more similar to the original Miss Dior.
Cherie has maintained the jasmine theme for
the middle notes and added wild strawberry
and popcorn for a mouthwatering
combination. The middle notes or, the heart
of the perfume, are the main body of it and
help to mask the base notes initially because
the base notes become better with time
(which is why perfume smells different
hours after application). Patchouli is the
base note of both perfumes in keeping with
Miss Dior’s traditional classification,
chypre, which are fragrances with a base of
bergamot, oakmoss, patchouli, and/or
labdanum.

Miss Dior Original Bottle

1947
 fragrance. The strawberry and popcorn
notes give it a sweetness and a young feel
which will be attractive to the younger
demographic. The middle and base notes
are reminiscent of the original which could
draw in an older demographic especially if
she were looking for something to make her
feel updated, flirty, and young again. It is a
sweet but
The new formulation of Miss Dior is
a fresh and modern take of the first Dior

sophisticated perfume that works very well for spring/summer.

Miss Dior Cherie comes in a variety of forms for all occasions. The classic bottle of Eau
de Parfum is a spray that comes in a variety of sizes. We also offer the Eau de Toilette, which is
a lighter scented spray. Another light spray edition for spring season is Miss Dior Cherie L’eau,
a more refreshing version of our delicate original. To indulge the skin we have a crème soufflé
in a powdery, pearly-pink body crème. For a lighter body indulgence we have body moisturizer.
Last but not least, our favorite way to start the day; shower gel with the incomparable scent of
Miss Dior Cherie. The shower gel rinses off the skin easily and protects the skins natural
balance.

Miss Dior Cherie Jewel Box Set

6
2005
Notes about Miss Dior Cherie

 Miss Dior was the classic scent that was created in 1947, and was the first perfume
created by Dior.
 Miss Dior Cherie is dubbed as Miss Dior’s “little sister.”
 Riley Keough, Elvis Presley’s granddaughter is the face of this perfume.
 The bottle’s inspiration comes directly from the original:
o The bottle reinterprets Miss Dior’s, drawing on the codes of the House of Dior;
the famous little bow, and the bottom of the bottle has a tres couture hound’s-
tooth check.
 The fragrance has been reinvented with, “panache, keeping the chypre theme, but
bringing a new fruity freshness punctuated with very appealing mouthwatering notes.”
 Fragrance was a created as collaboration with John Galliano and perfume designer
Christine Nagel:
o Together they came up with a new essence punctuated with classicism, sweetness
and a touch of flippancy.

Miss Dior Cherie Eau de Parfum

2005
 Key Motivators

It is important to understand what is driving the need/want of the potential customer. For
example, if the person buys to accomplish esteem and belonging the sale would be driven by the
fact that Dior is a designer label, has great reputation/brand recognition, and the customer will
have a sense of heightened status by wearing the scent. Another example might be if the
customer wants to be sure that the product is cruelty free, they are motivated by self-actualization
because their personal needs are met and they are moving on to be concerned with the welfare of
animals.

These motivators are directly related to the benefits of the product because benefits are
defined by the customer and their needs. Each individual may have a different motivation for
their interest in Dior Cherie and it is the job of the salesperson to recognize that need and be able
to relate their product knowledge to that need.

For example, if a customer is browsing the selection and through effective

communication with them you, as the salesperson, come to realize they have an interest in the
craftsmanship of the bottle. You would explain the history of the design in relation to the first

8
Miss Dior bottle and where/how the bottles are made. This type of knowledge will interest the
customer and enable you to draw them in further for the sale.

What motivates the customer will become evident by giving them the opportunity to
communicate with you through good listening, engaging them in a deeper understanding of the
benefits with product knowledge, and being intuitive to their behavior style and how well they
are receiving you.

Features & Benefits

Feature: Benefit I: Benefit II: Maslow:

How is it made?
Chypre Olfactive 3 distinctive fragrance Fragrance is enhanced Esteem
Family notes throughout day
Fruity Top Notes Fresh Sweet Esteem/Belonging
Floral Middle Notes Classic Feminine Esteem/Belonging
Strawberry & Popcorn Fragrance associated Foods relate to Esteem/Belonging
Middle Notes with foods summer and fun
Patchouli Base Notes Rich, earthy Long-lasting Esteem/Belonging
How does it fit?
Dior Label Designer Status, reputation Esteem/Belonging
Fresh & Modern Appeals to younger Appeals to older Esteem/Belonging
women women who want to
feel young
Reinvented Classic Draws new customers Something new for Esteem/Belonging
existing customers
History

9
 Original created in Well established Brand recognition Esteem
1947
NYC Dior Parfums Global company Headquarters in U.S. Self-Actualization
Branch Est. 1948 fashion center
New Look made Company has Profitable company Safety
history & approx. longevity
$12.7 million
Manufacturing Process
No animal products Not harmful to Fully synthetic Self-Actualization
animals

Approach & Closing Techniques

When approaching customers in the retail environment, it is important to be able to adapt

to their behavior style. Use the approach as a way to measure how receptive to your assistance
the person is by simply letting them know you are there. At this point, you will either back off if
they seem unapproachable or, if they seem interested in more information you can begin
engaging the customer.

Ask pulse taking questions for example, “Do you have an idea of what you are looking
for in a scent?” If the customer has researched the products, you need to be able to present the
facts about Dior as well as the competition in order to define the benefits of our products. It is
very important at this point to listen to what the potential customer is telling you in order to fully
understand their needs as well as their knowledge base. Constantly asses how they are receiving
your information so you can quickly adapt and change styles if need be.

10
 If appropriate for the customer, offer testimonial about your own experience or, someone
you know who has had a positive experience with our product. Encourage the customer to take a
closer look at the craftsmanship of the bottle/packaging and to try the scent if they would like.

If the customer is browsing the gift sets, assure them that the additional products are
equally amazing and they will truly enjoy having the full product selection. Appeal to their
senses by offering to test the lotion. Of course these methods are only to be used if the person
appears receptive to the service. Don’t come on too strong and overwhelm the potential
customer. Always be able to identify a change in the person’s behavior and adjust your
communication style accordingly.

Keep in Mind:

 #1 reason customers dislike salespeople is for not listening

 #2 reason is for talking too much
 Failure to understand these two things results in failing to understand the needs of the
customer
 These factors equal poor sales

Meeting Objection Techniques

Sometimes a customer can present challenges to a salesperson by asking tough questions or

making objections to the information provided to them. Some concerns may be addressed about
the chemicals used in the manufacturing of a perfume. These are legitimate concerns and must
be handled with complete confidence and poise. If a customer asks about our chemical
ingredients you inform them that:

 Butylphenyl methylpropional, or Lilial, is not cancerous. If consumed in large amounts it

can be toxic but typically the only harm it can do is trigger allergies.
 Limonene is not toxic or cancerous; the only harm it can do is trigger allergies.
 Ethylhexyl Methoxcinnamate/ Octinoxate is not toxic or cancerous, the only harm it can
do is trigger allergies.

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  Benzyl Salicylate IF INGESTED is known as a human immune system toxicant.
Otherwise, the only harm it can do is trigger allergies.

The damage from any and all of these chemicals is relevant only if ingested. Advise the
customer to keep perfume products out of the reach of children.

If a customer is worried about an allergy to our product, ask them if they would be willing to
test a very small area of their skin. If they are, have them spray a small amount on, give them
your business card and have them evaluate how they are affected for a day.

A salesperson can talk about Miss Dior Cherie fragrance qualities in objection or preference
to certain flavor notes, (see Product Analysis, p. 4).

If a customer prefers the bottle or packaging of a competitor, give them a brief history and
tell them about the heritage of the Miss Dior bottle:

 Miss Dior parfum was named after Catherine Dior, (Christian Dior's sister).
 The first bottle of Miss Dior was sold on December 1, 1947.
 The following year, Dior was busy preparing his ‘Vertical' collection so it was only
natural to radically change the bottle's look to create a container that was “tailored like a
suit.”
 The rectangular bottle was highly architectural, spare and geometrical with a hound’s-
tooth check.
 The current bottle and box use the hound’s-tooth check.

Also, this is a great way to talk about packaging and our other Miss Dior Cherie products,
(see Product Analysis, p. 5).

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 Appendix

Job Descriptions

Manager
Direct and coordinate the operations of the store, responsible for setting sales goals and
motivating sales associates. Strong customer service skills are essential. Plan and maintain
sufficient systems to operate successfully. Responsible for lead assistant managers, lead sales,
and associates daily.

Duties:

 Determine staffing requirements

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  Hire and train new staff
 Supervise direct reporting staff according to overall company policy
 Set employee goals and objectives
 Develop staff to maximize potential
 Monitor staff performance including performance reviews
 Delegate work duties to staff 
 Allocate use of available resources
 Monitor and assist staff with work progress
 Evaluate current business processes and systems
 Plan and implement procedures and systems to maximize operating efficiency
 Formulate department/unit policies and practices
 Review performance data (financial, sales and activity reports) to monitor and measure
productivity, goal progress and activity levels
 Responsible for the achievement of department/division/unit productivity and quality
goals
 Organize and manage business meetings

Qualifications:

 Bachelors Degree or equivalent

 5 years retail experience

 3 years assistant manager or equivalent experience

 Proficiency in MS Word, Excel and Outlook

 Proven ability to set and achieve sales goals

 Competitive drive and entrepreneurial confidence to succeed in a commission-based

environment

 Demonstrated ability to develop relationships with customers and coworkers

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  Knowledgeable and enthusiastic about fashion

 Ability to positively and proactively handle customer concerns and prioritize multiple
tasks in a fast-paced environment

 Ability to quickly learn new procedures and processes

 Strong organizational and follow-through skills

 Excellent communication and interpersonal skills

 High level of ownership, accountability and initiative

Assistant Manager
Assists in managing daily operations of a retail store. Must have an Associate’s Degree and have
at least five years of retail experience. Performs a variety of duties personally and/or supervises
employees performing duties. Prepares or directs workers preparing merchandise displays.
Reports to Store Manager and supervises subordinate staff. The assistant manager is also
expected to act as a liaison between the senior manager and the various teams that are working,
in order to achieve a common objective. Assistant managers need to ensure compliance of
employees with established security, sales, record keeping procedures and practices.

Duties:

 Plans and prepares work schedules

 Assigns employees to specific duties
 Performs sales work and takes inventories
 Have to have been in the lead sales position for a minimum of one year
 Report to manager

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Lead Sales
A lead sales associate must be a high school graduate. Basic reading, writing, arithmetic, and
computer skills are required. They must have two years of retail sales experience, with a
minimum of 3 months as a sales associate for our company. They must be willing to provide
excellent customer satisfaction. They must have the ability to persuade and influence others.
They also must have strong interpersonal and communication skills. They must maintain a
professional appearance and provide a positive company image to the public.

Duties:
 Present and sell company products and services to current and potential clients
 Follow up on new leads and referrals resulting from field activity
 Identify sales prospects and contact these and other accounts as assigned
 Maintain current product knowledge
 Establish and maintain current client and potential client relationships
 Identify and resolve client concerns
 Must have adherence to sales quotas
 Help to assist the sales associates when required

Sales Associates
A minimum of high school education is required. The retail sales associate must have proven
ability to set and achieve goals. They need to have the competitive drive and confidence to
succeed in a commission based environment. Strong interpersonal skills are required to interact
with customers in an appropriate manner. Knowledge and enthusiasm of cosmetic trends is
required. Sales associate must be able to multi-task and thrive in a fast paced environment.
Adaptability to changing processes and procedures and the ability to quickly learn them is
required.

Duties:

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  Set and achieve personal sales goals
 Greet customers in a timely, professional and engaging manner

 Initiate service consultations by asking open-ended questions to learn the customer's

preferences and needs

 Provide honest and confident feedback to customers regarding products

 Build and maintain relationships with customers by contacting them to follow up on

purchases, suggest new products and invite them to upcoming events

 Consistently seek trend and product knowledge to act as an expert for the customer

 Open new Nordstrom Fashion Rewards accounts as a means of building customer

relationships

 Work as a team player to ensure each customer receives the best service possible
 Perform daily department maintenance tasks including stock work, re-merchandising,
display, price markdowns, merchandise transfers and light cleaning 
 

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