Louis Vuitton 2007 Annual Report Download - page 52

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Saudi Arabia and Oman, and their sales perfor-
mance surpassed expectations. Europe and the
Middle East together represent nine new coun-
tries that are all growth drivers.
On the American continent, Sephora opened
43 stores in 2007, raising its network to 185
stores (177 in the United States and 8 in
Canada). Sephora continued to improve its
performance and increase its market share in
the United States, with double-digit growth on
a same-store basis for the seventh consecutive
year. Recently opened stores exceeded their
an additional growth driver, unique because of
its size within its competitive universe. The
major work completed each year to renovate
and modernize its stores also contributes to
the brand's success, as does its effective custo-
mer loyalty program: the Sephora loyalty card,
which is offered selectively, and the card-rela-
ted services are being progressively expanded
to all European countries and were introduced
in the United States in 2007.
objectives, reflecting efficient location targeting
and, in general, Sephora’s ability to optimize
its growth model in the United States. The
performance of the Canadian stores was also
extremely dynamic.
The commercial success achieved in China was
also on target. Sephora is working to identify
carefully the expectations of Chinese customers,
to expand its offers in terms of brands, and to
enhance the appeal of its stores, a total of 30
on December 31, 2007. These stores are prima-
rily concentrated in Shanghai and Beijing, but
Sephora is gradually expanding its presence to
other cities in the provinces.
… based on a strong differentiation
strategy
In all the geographic regions in which it is
present, Sephora stressed its strategy of diffe-
rentiation through innovation, exclusivity and
service, thus boosting its status as an expert in
beauty. This policy is reinforced by steady
investments in training sales counselors. On
all the continents where Sephora is present, an
in-house school offers each counselor a trai-
ning course structured on several levels, to
give them the opportunity to acquire and
perfect the expertise needed to become a
“beauty coach”.
The development of make-up and skincare
products under the Sephora brand represents