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.



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



Accessible luxury

TARGET

DiorBRAND IMAGE

- Elegant- Romantic- Classic- Trendy- Emphasizes

luxury - Feminine- Red carpet



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



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



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



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£



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



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



Accessible luxury

TARGET

http://www.youtube.com/watch?v=0vmjmkNRLgk

Dior

ADVERTISING

http://www.youtube.com/watch?v=0vmjmkNRLgk

Dior



Accessible luxury

TARGETDior

ADVERTISING



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.



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



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



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



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.



Accessible luxury

TARGET

Dior

Shopping Experience



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



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



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



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



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

Lifestyle

Dior Communication Strategy