Lucie DEHOUCK
Retail & Brand Management - Fashion & Beauty Industries
18 Clifton Avenue,London
Summary
15 + years within fashion and beauty industries : broad understanding of sales, retail & brand management. Solid category management & merchandising experiences within a leading retailer and top luxury brand.
Overview
16
16
years of professional experience
5
5
years of post-secondary education
Work History
Store Director Louis Vuitton Harrods
Louis Vuitton
London, UK (LVMH)
08.2021 - Current
- Lead team of 100+ members towards achievement of store performance with relevant KPIs.
- Build action plans together with management team & head office teams in order to support main brand priorities & develop high end categories
- Establish client-centric mentality in store to ensure highest level of customer experience
- Implement clear client development strategy leveraging Harrods eco system in best possible way
- Identify, recruit and develop talents & build robust and sustainable succession plans for entire store
- Ensure policies, standards and Louis Vuitton procedures are communicated and implemented
Merchandising Director Uk, Ireland & South Africa
Louis Vuitton
London
08.2019 - 07.2021
- Designed & executed product merchandising strategy for the region in order to achieve key categories sales & financial targets
- Drove in-store animation for all product categories
- Coached motivated & challenged the store teams for each Louis Vuitton store within the region to achieve their maximum potential & build the appropriate mix of categories.
- Provide EMEA merchandising team with constant client & market feedback to help influence product design & assortment strategies
- Responsible for visual merchandising execution of all stores
- Participated in all major opening projects of the region ( New Bond Street Maison, Harrods New ground floor)
- Lead team of 17 including 3 managers
<p>Associate director of fragrance & makeup category</p> <p></p>
Sephora, Shanghai, China (LVMH)
07.2018 - 07.2019
- Extension of previous assignment to the fragrance category making me accountable for 45% of the total business
- Achieved sales & margin business goals for both categories in 2018 ( FR +22% & MUP +33%)
- Launched the Niche Fragrance program in China with omni channel approach
- Prepared the launch of new exclusive brands for 2019, sharing with brand teams the Chinese consumer insights
- Optimised the existing catalog to improve the assortment's productivity
- Worked on Sephora China's long term (3-5 years) fragrance vision & strategy
- Led a team of 9 including 4 senior category managers
<p>Associate director of makeup category</p> <p></p>
Sephora, Shanghai, China (LVMH)
01.2016 - 07.2018
- Led makeup category strategy achieving YoY sales & margin business goals
- Doubled the makeup category sales within 3 years
- Increased the business share of makeup within the total company from 25% to 31%
- Built strong partnership with brands, driving meaningful differentiation & maximizing their key launches
- Led major makeup animations coordinating cross function teams
- Oversaw the launch of leading selective brands in Sephora with omni channel approach
- Worked tightly with exclusive brands on product development & go to market strategies fitting Sephora's omni channel approach
- Managed 'Mini makeup services' project working with cross function teams
- Led a team of 6 including 3 category managers
<p>Brand General Manager</p>
Guerlain, Mexico city, Mexico (LVMH)
01.2013 - 01.2016
- Managed country P&L & developped deep financial understanding
- Achieved sales & profit targets YoY and ensured OPEX & productivity across the brand
- Gained market share YoY & improved the brand ranking from #14 to #10 within 3 years
- Built innovative skincare strategy to make this category the brand's growth engine : +50% within 3 years
- Transformed 120 brand Beauty Advisors' career path & remuneration scheme to increase retention
- Led a major visual merchandising strategy change & improved brand image in all key doors of the market
- Restructured the sales team aiming at improving field execution
- Led a brand team of 15 people ( marketing, sales, merchandising & training functions)
- Worked tightly with support functions' teams ( finance, logistics & HR)
<p>Area Manager Latin America Export & Travel Retail</p>
Guerlain Latin America, Miami, USA (LVMH)
06.2010 - 01.2013
- Managed Latin America Export's P&L - 15 distributors
- Managed Latin America Travel Retail's P&L - 7 TR clients ( including DUFRY)
- Achieved sell-in & profitability objectives by client/market
- Built & implemented trade plan by client/distributor
- Led commercial negotiations ( volume,space, positionning, trade)
- Managed a team of 3, 1 junior area manager, 1 account executive & 1 commercial assistant
<p>Area Manager Caribbean</p> <p></p>
Guerlain Latin America, Miami, USA (LVMH)
07.2007 - 06.2010
- Managed region's P&L - 25 retailers & 3 agents
- Achieved sell-in & profitability objectives by client
- Developed sell out & gained market share by door
- Negotiated trade plan with each client to ensure proper exposure for key launches
- Trained over 400 multi brand Beauty Advisors
- Coached 10 exclusive brand Beauty Advisors
<p></p><p>Boutique Manager (shop in shop)</p>
Guerlain, Paris, France (LVMH)
06.2006 - 06.2007
- Achieved annual sales objective of the store
- Managed a team of 4, 3 sales associates & 1 part time inventory manager
- Developed clientele of this unique boutique located within Sephora store
- Supported commercial reporting
- Managed orders & inventory
Education
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NEOMA business school, Master in Management, France
09.2002 - 05.2006
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Lycée Saint Jean, Douai, France
09.2000 - 06.2002
Skills
French - Mother tongue
Timeline
Store Director Louis Vuitton Harrods
Louis Vuitton
08.2021 - Current
Merchandising Director Uk, Ireland & South Africa
Louis Vuitton
08.2019 - 07.2021
<p>Associate director of fragrance & makeup category</p> <p></p>
Sephora, Shanghai, China (LVMH)
07.2018 - 07.2019
<p>Associate director of makeup category</p> <p></p>
Sephora, Shanghai, China (LVMH)
01.2016 - 07.2018
<p>Brand General Manager</p>
Guerlain, Mexico city, Mexico (LVMH)
01.2013 - 01.2016
<p>Area Manager Latin America Export & Travel Retail</p>
Guerlain Latin America, Miami, USA (LVMH)
06.2010 - 01.2013
<p>Area Manager Caribbean</p> <p></p>
Guerlain Latin America, Miami, USA (LVMH)
07.2007 - 06.2010
<p></p><p>Boutique Manager (shop in shop)</p>
Guerlain, Paris, France (LVMH)
06.2006 - 06.2007
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NEOMA business school, Master in Management, France
09.2002 - 05.2006
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Lycée Saint Jean, Douai, France
09.2000 - 06.2002
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