Sephora Case Analysis

Brand equity goes beyond the financial assets and profitability to incorporate the recognition and loyalty of customers toward the brand. Customers are trust familiar brands in a similar way that they trust people who they have known for a long period of time. This is because familiarity leads to a sense of comfort and emotional attachment that customers often opt to purchase a recognised brand rather than a less familiar brand although the generic product is essentially the same. Retailers have the options to offer products which carry another company’s brand, developing private-label products or selling a combination of branded and private-label products

Retail pricing The main retailing communications strategies are used by retailers such as Sephora to link their sustainability in this market places nowadays. Traditionally, the emphasis of promotions has been on winning new customers but todays, there is more focus on adopting techniques to retain existing customers and placing greater efforts on relationship marketing. Communication is the exchange of ideas, information and knowledge between senders and receivers through an accepted code of symbols. The most effective retail

Sephora utilizes promotions and sales that are consistent with and it will enhance store image such as offering discounts in this recent weeks. Product image of Sephora versus availability in terms of manufacturers goal to create a positive image for the products and able to differentiate it from competing products by not only providing other branded products, Sephora also offered their in-house label of beauty merchandises. Moreover, promotion for specific product benefits versus price retailers such as Sephora wish that customers to purchase their merchandise in their store rather than competitors stores that also offered the same merchandise