Dior Communication Strategy
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Transcript of Dior Communication Strategy
DiorCommunication Strategy
H
Dior
Christian Dior was a French fashion designer1946- The founder of one of the world’s top fashion house, also called
Christian DiorDior launched his first fashion collection for Spring-Summer 1947. The
new collection went down in fashion history as the "New Look" 1996- John Galliano was appointed head designer as he had creative
talent close to that of Christian Dior Production of Dior Haute Couture was spun off into a subsidiary named
Christian Dior Couture in 1995
HISTORY
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
DiorBRAND IDENTITY
Colors Basic: black, grey and white
Fabrics: High-end fabrics such as silk, , worsted wool, taffeta, gorgeous embroidery products, etc.
Lines: promotes concepts of femininity and glamour that have been imprinted in the heritage and values of the brand from the 1940s until now.
Stylistic Symbols: Dior logo is different from other brands, the clothes without any CD or Dior clearly marked. The clothing marked "Christian Dior Paris" is the only identification method.
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Consumer Position
Dior
Age: 25-over
Market:
-High taste
-High education
-High income relatively
Gender: male, female and kids
Social status: high
Shopping budget: once in 3 months
Boundaries: all over the world
TARGET
Consumer Position
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
DiorBRAND IMAGE
- Elegant- Romantic- Classic- Trendy- Emphasizes
luxury - Feminine- Red carpet
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
M
Dior
Hermes
Louis Vuitton
Versace
Prada
YSLDior
Chanel
Lanvin
Gucci
Miu Miu
Valentino Louis Vuitton
Versace
Prada
YSLChanel
Lanvin
Classic
Tradition
Causality (sport)
Gucci
Miu Miu
Valentino
BRAND POSITION
Modern Trend
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior
The direct competitors for Dior are:Chanel, Gucci, Saint Laurent, Versace, Prada, Hermes and Armani.
Reconsideration of Coco Chanel traditions.
Ultra-glamorous Avant-garde, grotesque Fashion, glamour and sexiness
Quality, creativity and exclusivity.
Quality, creativity and exclusivity.
. Modern, stylish
COMPETITORS
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior
Product
Distribution Communication Mix
Price
Dior
Product
Price
Distribution
Communication Mix
• Women• Men• Baby• Make up• Fragrance• Skincare• Jewelry• Timepieces• Dior phone
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior
Product
Distribution
Communication Mix
Price
Product
Distribution
Communication Mix
WOMEN
• Clothes: 3000up£• Shoes: 400-890£• Small leather goods: 220-900£• Bags: 700-25000up£• Accessory: 135-900£• The jewels: 115-887£
MEN
• Ready to wear: 150-1800£• Shoes: 370-760£• Lather goods: 140-2050£
BABY
• Girls: 110-860£• Boys: 70-700£
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGETDior
Product
Distribution
Communication Mix
Price
Product
Place
Communication Mix
Currently Dior operates 235 boutiques worldwide. Clothing is exclusively sold in the Dior stores. Currently Dior is reducing the number of its licenses in order
to achieve efficient management. Retailers carry only the licensed products Dior’s distribution has expanded to the 165 DFS outlets
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior
Product
Distribution
Communication Mix
Price
Product
Distribution
Communication Mix
Communication Mix
AD
EVENTS
EXHIBITION
DIGITAL COMMUNICATIO
N
CRM & DIRECT MARKETING
PERSONAL SELLING
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
http://www.youtube.com/watch?v=0vmjmkNRLgk
Dior
ADVERTISING
http://www.youtube.com/watch?v=0vmjmkNRLgk
Dior
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGETDior
ADVERTISING
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Museum
Dior
EXHIBITION
Museum: Mounted in Villa Les Rhumbs in Granville, where Christian Dior spent his childhood, the exhibition will attempt to show how this couturier's designs were partially linked to the Impressionist movement.
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior
CRM & DIRECT
LOYAL CUSTOMERS ARE THE BEST ADVERTISING
The golden path to loyalty is satisfaction Build a preferred relationship with best clients 20% of clients represent up 80% of revenues Real reward
Dior Loyalty Program
Sending the latest news through e-mail or mail Recording each amount you pay Giving the invitation for pre-sale of new coming collecting
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior FASHION SHOWS
Product Placement : Before
Product Placement : NOWHOLLYWOOD BOLLYWOOD
Public Relations: Harrod’s Dior Exhibition
The Mini- Theatre and Dior Cafe
Red Carpet: Oscars, Golden Globe, BAFTA
Boutique Openings: Cocktails And VIP Dinner
TAIPEI MIAMI
Sales Promotions: Doll’s Window Display
Dior : Set of Three Volumes
Pop up stores
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
11,695,092
Dior
ONLINE PRESENCE
Dior iPhone app brings the latest and the best ranging from runway shows, make up items, perfumes, skincare products, ready to wear collection, watches and also very beautiful wallpapers. Read on to find out more about Dior on the iPhone.
Dior on Facebook, about 11,695,092 like it
Dior on Twitter, about 1,929,207 like it
It is possible to find all the Dior video from YouTube and youku
The digital magazine of the house of Dior is online
Digital Communications
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior
PERSONAL SELLING
Entering :
• Gently greeting with smile
• Keeping a comfortable distance
Process
• Patient to customers
• Giving suggestions
• Taking a look of visual pad
• asking for trial
Questions and Services:
• Answer any questions about the product
• Trying to give their best services
Personal selling is where businesses use people to sell the product after meeting face-to-face with the customer.
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior
Shopping Experience
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior
The Dior Boutiques in Milan
1.Dior –MilanVia Montenapoleone 1220121 MilanWomen’s fashion, Dior Phone, Watches, Jewelry
2.RINASCENTE- MilanVia Agnello 10Women’s fashion, Baby Dior, Watches
3.Dior Homme- MilanVia Montenapoleone 14Men’s fashion, Watches
LOCATION
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior
- Well lit- Bright light with elegant
atmosphere- Geometric, structured layout- Underline quality of products- The shelves of store are
decorated in 56 different
varieties of the color-GRAY, a
reference to Christian Dior's
favorite color - are used
throughout.
STORE
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior
Beautifully, laconically decorated shop window
Installations illustrating men- and women’s wear collections.
Model displayed Spring/Summer 2013
collection
WINDOW DISPLAY
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior
Dress Code • Sophisticated formal attire• Black suit for man • Gray Suit for woman
Behavior
• Generally informative
• Friendly
• Helpful
• Insisted on one-to-one services
Attitude• No assistance could be provided to ONLY Hindi speaking customers• Chinese speaking assistant was available
SHOP ASSISTANCE
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
DiorPRIVATE SHOPPING
• This is targeted to very exclusive and VIP customers. It is never on open display in the showroom and can only be presented in private, by appointment only. Sales aimed at 1 per customer, in order to limit bag visibility and keep it exclusive for longer.
Dior
THANK YOU GRAZIE
─Xie Hanke─Lee Hsiang Ting─Ansaardeep Chahal─Tiffany D’Souza─Rhea Bhandari