Christian Dior PARIS Anamika Dham Sunday 7 November 2010
BRAND HISTORY •
An influential french fashion designer.
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Founder of one of the top fashion houses in 1946.
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In 1996, John Galliano was appointed head designer as he had a creative talent very close to that of Christian Dior.
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Galliano debuted his first collection on the 50th anniversary of the label.
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Dior’s other product line includes Beauty, Eyewear, Fragrances, Handbags, shoes, etc.
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Currently owned by LVMH.
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COMPANY STRUCTURE •
Christian Dior operates through three companies: Christian Dior Couture (100% owned), Financiere Jean Goujon (100% owned), and LVMH (42.5% owned)
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Christian Dior, the luxury goods group, is the main holding company of LVMH.
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It owns 42.38% of its shares It has 59.3% of its voting rights. Bernard Arnault, majority shareholder of Dior, is Chairman of both companies and CEO of LVMH. Christian Dior operates through seven reportable business divisions.
DISTRIBUTION • •
Currently, Dior operates 235 boutiques worldwide.
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Clothing is exclusively sold in the Dior stores
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Since LVMH acquired in 1997 the Duty Free Shoppers (DFS) group of stores, which are mostly located in Asia, the Dior distribution has been expanded to the 165 DFS-outlets.
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Several marketing surveys have shown that Dior is the most widely recognized brand in top fashion to date.
Currently, Dior is reducing the number of its licenses in order to regain control over Dior products. Other retailers only carry licensed Dior products like eye-wear, lingerie, ties, Baby Dior clothing, perfumes, and other accessories.
BRAND IMAGE •
Romantic
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Fetish inspired
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Emphasizes luxury rather than comfort
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Feminine style, blending today's freedom of expression with the reminiscence of past opulence.
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French High fashion
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eccentric/whimsical
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red carpet
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trendsetters
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BRAND STYLE F/W 2000 RTW
Veins:2 Strata:2 Vertical Field Length variation
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F/W 2001 RTW
Veins:2 Strata:3 Orientation field Continuity variation
F/W 2002 RTW
Veins:3 Strata:3 Vertical field Continuity Variation
F/W 2003 RTW
Veins:1 Strata:3 Transversal field width variation
F/W 2004 RTW
F/W 2005 RTW
F/W 2006 RTW
Veins:3 Strata:2
Veins:2 Strata:3
Veins:2 Strata:3
Vertical Field Length variation
Vertical Field Length Variation
Transversal field Length variation
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F/W 2007 RTW
Veins:1 Strata:3 Vertical field length variation
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F/W 2009 RTW
F/W 2010 RTW
Veins:1 Strata:2
Veins:2 Strata:3
Vertical Field Length variation
Transversal Field Length variation
COMMUNICATION
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TARGET ANALYSIS •
TARGET MARKET: High luxurious fashion, feminine, chic, elegant, sophisticated.
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AGE : 29 and over
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BOUNDARIES: All over the world
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LANGUAGE: Most of the common languages; English, Italian, Spanish, dutch, Chinese etc.
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INCOME: High
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PRODUCTS: Handbags, Jewelry, Fragrance, Make up, Baby Dior, sunglasses, Shoes, Dior phone, men and women clothing line, belts.
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WEBPAGE •
A very user friendly website
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Colors: The main colors used in the website are black and white and there is consistency throughout the website with the colors which gives a classic look to the website.
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Index: A lot of index on the website
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Images: Their classic Lady Dior is shown everywhere
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The brand name is always visible
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Boundaries: Known all over the world and mostly targets feminine society.
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ICONS: small icons of their products like jewelry, phone, belts, shoes etc but not much images of their clothing line.
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Videos: They have quite a few videos uploaded of their recent collection and of their new line NEW LOCK. The videos on the website show that they are elegant and they use very few colors as their back drops .
NEW TARGET Classic &Trendy
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Classic and trendy style would be one with a particular style
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A person who represents the latest trends and is aware of all the latest fashion and follows it.
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A long standing popular product
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Having historical or literary associations
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Elegant , formal , simple , harmonious and fresh.
A person who is stylish and fashionable.
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Enduring and one who represents individuality in their clothing and personality
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Something of lasting worth
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Status: High income and a person who is respected in the society
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Values: not religious, very self confident, not worried to try new things, more worried about their appearance and what they wear and look like, socialites.
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Age range: 25 and over
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Work - The work of a classic and trendy person would be to be a fashion designer, or be in some business related with fashion
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Family Background- fashion family background, elegant people, not too religious
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Activities- going for formal events, launching parties, fashions shows.
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Interests- Reading fashion blogs and magazines, keep an eye on what is latest trend or not, shopping, designing their own clothes, etc
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Groups in- Socialites, respected high luxurious people in the society, fashion groups.
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Classic & Trendy Style
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APPROACH •
Language and Layout: As we all know language is an essential part of communication, so in order to reach their new target market , they should add more colors and graphics in order to make it trendy and grab people’s attention
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Age Range: 25 and over
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Add more pictures and write more about Dior’s classics and show them how the product is enduring and of lasting worth.
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Show the customers that they have individuality in their products unlike other brands.
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Keep it simple and classic not overloading with information but still make it stylish.
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NEW LAYOUT DIOR Classic & Trendy
ENTER
English, Italian, spanish,dutch, chinese, japanese
First page of the website Sunday 7 November 2010
Classic & Trendy Collections: Men’s wear Women’s wear Handbags Shoes Sunglasses Phone Accessories
Women Add a picture of their classic lady dior in each page to bring out the classic element in the website and fade it a little so it does not show that much. Sunday 7 November 2010
Men
BRAND PLACEMENT UTOPIC
Christian Dior
CRITICAL
PLAYFUL
PRACTICAL Sunday 7 November 2010
SUMMARY • • • • • • •
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Christian Dior is one of the top fashion houses since 1946. It is a global brand across a wide range of products. It is currently owned by the luxury french group, LVMH. It is the most widely recognized brand worldwide till date. Collections: ready to wear, haute couture, resort, menswear, etc Dior communicates mostly with feminine, chic , high luxurious society Christian Dior enjoys strong brand equity. Through its subsidiary LVMH,it has access to one of the strongest luxury brand portfolios.
Every woman should wear Dior. J'adore Dior.
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