DIOR
DIOR SPRING/SUMMER 2019 Carla MarĂnez Wilhelm BA Fashion marketing & communication Level 5 2018-2019 5FAMK003C Visual and video techniques CWK1 Nicolas Godon
TABLE
OF
CONT
ENTS
ANALYSIS CORPORATE PROFILE MARKET POSITION CURRENT SITUATION COMMUNICATION BACKGROUND COMMUNICATION TASK - THE MESSAGE TARGET MARKET KEY COMMUNICATION IDEAS OBJECTIVES INSPIRATION EDITORIAL ART DIRECTION PHOTOGRAPHER LOCATION STYLIST HAIR STYLIST MAKE UP ARTIST MODEL CASTING EDITORIAL
LOOKBOOK MINI SITE REFERENCES
CORPORATE PROFILE
The Maison Dior was created by the French designer Christian Dior and with the help of Marcel Boussac, French tycoon, in 1946. Currently, the company belongs to Bernard Arnault and is part of the LVMH group. Dior is considered one of the most respectable and strongest brands in the fashion luxury sector. As a company, it operates in five areas: ready to wear, haute couture, cosmetics, watchmaking, and jewelry. Throughout its history, it has dressed to great personalities like different queens of European countries, front-line politics, and celebrities of the world of the spectacle. Dior represents elegance, glamor and femininity. It promotes values that are based on excellence, savoir-faire, passion, creativity, power, simplicity and attraction. 1
MARKET POSITION
Dior positions itself as a rich heritage brand. They combine their historical background with the new trends happening in modern society. It uses a value-based positioning in order to be able to be a Premium brand. Among the main competitors of Dior we find brands such as Chanel, Gucci, Versace, Saint Laurent, Prada, Hermes and Giorgio Armani.
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CURRENT SITUATION
Maria Grazia Chiuri is the first woman who takes the creative reins of the great luxury fashion house. Since 2016 is bringing a new breaking vision for the classical Maison. From her first collection Chiuri has added a feminist touch to the brand, which now is one of their main values. The creative director is representing the new modern Dior woman, a woman who does not dress to impress, but dresses to empower herself.
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COMMUNICATION BACKGROUND
Dior communication always it has been about the woman related to the product and the fantasy. Always was necessary for the brand - and it has been doing it since its inception - to communicate its values, its identity, and aspiration in its advertising campaigns. The colors that were predominating are black, gray, white and also gold especially in perfumery and cosmetics.
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The latest ones are more elaborated and at the same time more natural. It is all about being elegant, sexy and beautiful by being true to yourself, natural and relaxed. The campaigns are telling stories, nowadays with more vindication than ever but always with that sensibility that characterizes Dior ... The target focus in the lasts communications are millennials and gen z.
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COMMUNICATION TASK THE MESSAGE
The Dior spring summer 2019 collection is inspired by classic and contemporary dance. It is an homage to the ballerinas’ heroines such as Pina Bausch, Isadora Duncan, Gret Palucca, Martha Graham and Loïe Fuller. Dance is the starting and main point for this campaign and it will also play with Art.
Also, it is important to do not forget what Dior is about: quality and savoir-faire. The movement of the garments and the captions of the image will connote these feeling of something incredibly well done, high end and valuable.
The art chosen is a work made by the well-known artist Vasili Vasílievich Kandinsky. Dance curves: On the dances of Palucca 1926. In this piece appears pictures of the famous Gret Palucca accompanied with drawings made by the artist Kandinsky. He captured her when she was dancing the movements of her body and he draws it. Dior wants to recreate the moves of Palucca. The question is about: How it feels a woman inside a Dior dress? The communication answer will be a perfume of freedom, liberation, elegance, and power. This is one of the most aspirational campaigns that Dior has ever done before.
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TARGET MARKET
Women’s from 25 and over living in urban areas. The target consumer belongs to the middle and high class with a purchasing power of high income. In terms of style they are elegant, modern and with a high sense of good taste. They wanna feel confident, sophisticated, empowered, chic, simple and sexy.
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OBJECTIVES
The main objective is to communicate about the brand for the first time in an indirect way. The product is present, but it is secondary, is not exalted or starring as it is not interested to force the product to the consumer. What matters is who carries it, with what attitude and emotion. The goal is to make people understand how it feels wearing Dior. As a guiding thread explained above, it is a tribute to the power of dance.
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INSPIRATION
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EDITORIAL TRIBUTE TO THE POWER OF DANCE 12
ART DIRECTION
GRACE CODDINGTON
PHOTOGRA PHER COCO CAPITÁN
LOCATION STUDIO
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STYLIST
JULIA SARR-JAMOIS
HAIR STYLIST FULVIA FAROLFI
MAKE UP ARTIST ALICE LANE
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MODEL CASTING NEW FACES For the editorial, famous models or celebrities will not be used as the brand usually does. The goal is not to overshadow the essence of the campaign for the model, if not the opposite, you need models that intensify the essence of the brand. The fifth agency has a variety of new faces that have helped to find the four models required for the editorial. For the shooting, it was needed a European blond woman, another one with ginger hair, an african and an Asian. It is not only about beauty but is also about diversity. The editorial wants to represent all woman.
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KARLA
TOSIN
ALICJA
EMMA 16
MODEL: Tosin PHOTOGRAPHER Coco Capitรกn ART DIRECTION Grace Coddington
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MODEL: Alicja PHOTOGRAPHER Coco Capitรกn ART DIRECTION Grace Coddington
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MODEL: Karla PHOTOGRAPHER Coco Capitรกn ART DIRECTION Grace Coddington
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MODEL: EMMA PHOTOGRAPHER Coco Capitรกn ART DIRECTION Grace Coddington
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MODEL: Tosin PHOTOGRAPHER Coco Capitรกn ART DIRECTION Grace Coddington
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MODEL: Alicja PHOTOGRAPHER Coco Capitรกn ART DIRECTION Grace Coddington
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LOOKBOOK
SPRING SUMMER 2019
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Shirt with wide long pants and white jacket LOOK 1 REF 0090
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Pleated skirt with strappy top and black jacketLOOK 2 REF 0091
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Long black pants and black suit LOOK 3 REF 0092
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Asymmetrical striped dress LOOK 4 REF 0093
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Shirt with wide long pants and yellow jacket LOOK 5 REF 0094
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Long black dress with silk belt LOOK 6 REF 0095
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Asymettrical top and long black pants LOOK 7 REF 0096
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School skirt with holes black sweater LOOK 8 REF 0097
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MINISITE
Dior’s mini site is focused on being an inspirational website.It shows the heart of the entire campaign, the core of creation. Photos of the dance muses that have inspired the pieces of Maria Grazia Chiuri. They appear: Pina Bausch, Isadora Duncan, Gret Palucca, Martha Graham and Loïe Fuller. LESS
IS
MORE
The slogan of the website concept. The dancers do not talk while they dance, it is not necessary. Now the Dior garments will also speak for itself, thus spreading its essence of freedom, elegance, security and power with minimalism . COMMENT FEEL
HOW INSIDE
YOU DIOR
Users will be able to share their experience feeling in a comment.
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MINI SITE https://diorfeel.wordpress.com ISSU
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REFERENCES IMAGES
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Figure 8 Billetweb.fr. (2019). [online] Available at: https://www.billetweb.fr//files/gallery/96968-2.jpg?v=1546865704 [Accessed 31 Jan. 2019]. Figure 9 Blog.nextmanagement.com. (2019). [online] Available at: https://blog.nextmanagement.com/wp-content/uploads/2017/06/3-SELENA_FORREST_DIOR_ FALL_2017_BRIGITTE_LACOMBE.jpg Figure 10 66.media.tumblr.com. (2019). [online] Available at: https://66.media.tumblr. com/3a2eb0568ad844e3642e077d76d696b0/tumblr_mlij2fU5zb1rus1nko1_1280.jpg Figure 11 I.pinimg.com. (2019). [online] Available at: https://i.pinimg.com/originals/47/0e/f3/470ef3b335034d07e71ee99ea784dfb0.jpg Figure 12 I.pinimg.com. (2019). [online] Available at: https://i.pinimg.com/originals/c7/ f4/7f/c7f47fd993c9b463c8779901b2b8cf7c.jpg Figure 13 I.pinimg.com. (2019). [online] Available at: https://i.pinimg.com/474x/2e/ df/76/2edf763529dbca1cae00dc5dd4cb3633.jpg Figure 14 I.pinimg.com. (2019). [online] Available at: https://i.pinimg.com/originals/2d/ b8/07/2db8078cb8c03af75d9cf421459d1170.jpg Figure 15 I.pinimg.com. (2019). [online] Available at: https://i.pinimg.com/736x/be/ bb/37/bebb3714f7fa8a2fa00befae610a3500--vogue-dance-vogue-photography.jpg Figure 16 I.pinimg.com. (2019). [online] Available at: https://i.pinimg.com/736x/2e/ ed/92/2eed9273b971e9bc5c5274d472541abf--camera-shutter-vogue-photography.jpg Figure 17 T1.huanqiu.cn. (2019). [online] Available at: https://t1.huanqiu.cn/00cb4000761faf1c4dde581ecfd52ec8.jpeg Figure 18 I.pinimg.com. (2019). [online] Available at: https://i.pinimg.com/originals/74/12/b1/7412b1209dd89f914a7bc86b154ff85e.jpg [Accessed 31 Jan. 2019]. 36
Figure 19 Static1.squarespace.com. (2019). [online] Available at: https://static1.squarespace.com/static/518477b1e4b065e39b4084cf/5bb81b5d71c10bb3c3e43569/5bb81cd0e5e5f0483ddeee6d/1538793598106/1355261596. jpg?format=1500w Figure 20 Nomodelsmag.com. (2019). [online] Available at: http://nomodelsmag.com/ uploads/1470187055_large.jpg Figure 21 Fashiongonerogue.com. (2019). [online] Available at: https://www.fashiongonerogue.com/wp-content/uploads/igr/images/deja/2011/8/Essenciale_ ss2012_03a.jpg Figure 22 Fashionfav.com. (2019). [online] Available at: https://fashionfav.com/wp-content/uploads/2018/10/Vera-van-Erp-by-David-Luraschi-for-Nina-Ricci-SpringSummer-2019-Lookbook-1.jpg Figure 23 Pmcwwd.files.wordpress.com. (2019). [online] Available at: https://pmcwwd. files.wordpress.com/2018/09/nina-ricci-rtw-spring-2019-paris-fashion-weekpfw-0011.jpg Figure 24 Assets.vogue.com. (2019). [online] Available at: https://assets.vogue.com/photos/5bafe8bd7c98a22e0b7ce3d0/master/pass/00005-nina-ricci-spring-2019ready-to-wear.jpg [Accessed 31 Jan. 2019]. Figure 25 I.pinimg.com. (2019). [online] Available at: https://i.pinimg.com/originals/15/f7/ e4/15f7e43ba9ede337943c7a7085049313.jpg Figure 26 I.pinimg.com. (2019). [online] Available at: https://i.pinimg.com/originals/ d4/93/20/d493207dec4d8868e8f71f32d38f3675.jpg Figure 27 Fashionfav.com. (2019). [online] Available at: https://fashionfav.com/wp-content/uploads/2018/10/Vera-van-Erp-by-David-Luraschi-for-Nina-Ricci-SpringSummer-2019-Lookbook-16.jpg Figure 28 Fashionfav.com. (2019). [online] Available at: https://fashionfav.com/wp-content/uploads/2018/10/Vera-van-Erp-by-David-Luraschi-for-Nina-Ricci-SpringSummer-2019-Lookbook-11.jpg [Accessed 31 Jan. 2019].
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Figure 29 FIFTH Models. (2019). ALICJA | FIFTH Models. [online] Available at: https:// www.5thmodels.com/modelo/alicja/ Figure 30 Static1.squarespace.com. (2019). [online] Available at: https://static1.squarespace.com/static/5a0b0ba31f318de485bb94aa/5bbf09df652dea2c185a37da/5bbf09eba4222f952084f5a6/1539246575794/NinaRicci9.jpg Figure 31 Fashionfav.com. (2019). [online] Available at: https://fashionfav.com/wp-content/uploads/2018/10/Vera-van-Erp-by-David-Luraschi-for-Nina-Ricci-SpringSummer-2019-Lookbook-12.jpg Figure 32 FIFTH Models. (2019). EMMA V | FIFTH Models. [online] Available at: https:// www.5thmodels.com/modelo/emma-v/ Figure 33 FIFTH Models. (2019). TOSIN | FIFTH Models. [online] Available at: https:// www.5thmodels.com/modelo/tosin/ Figure 34 FIFTH Models. (2019). KARLA | FIFTH Models. [online] Available at: https:// www.5thmodels.com/modelo/karla/ Figure 35 Pp.userapi.com. (2019). [online] Available at: https://pp.userapi.com/c11112/ u90541005/-14/z_6962cd08.jpg Figure 36 Fashion.alisoncoates.com. (2019). [online] Available at: http://fashion.alisoncoates.com/wp-content/uploads/2016/03/koo-street-style-0303-julia-sarr-jamois.nocrop.w1800.h1330.2x.jpg Figure 37 Smoda.elpais.com. (2019). [online] Available at: https://smoda.elpais.com/ wp-content/uploads/2017/02/cococapitan.jpg Figure 38 I-d-images.vice.com. (2019). [online] Available at: https://i-d-images.vice. com/images/articles/meta/2014/11/16/its-gorgeous-to-be-grace-coddington-1416175093.jpg Figure 39 Bryan Bantry Agency. (2019). About Fulvia — Bryan Bantry Agency. [online] Available at: http://www.bryanbantry.com/about-fulvia/ 38
Figure 39 Bryan Bantry Agency. (2019). About Fulvia — Bryan Bantry Agency. [online] Available at: http://www.bryanbantry.com/about-fulvia/
REFERENCES ANALYSIS
Matemolivares.blogia.com. (2019). Kandinsky: Geometra, Arte y simplicidad. Dance Curves: On the Dances of Palucca (1926). | Matemolivares. [online] Available at: http://matemolivares.blogia.com/2017/111102-kandinsky-geometria-arte-y-simplicidad.-dance-curves-on-the-dances-of-palucca-19.php VEIN Magazine. (2019). 70 años de Dior a través de sus 7 diseñadores – VEIN Magazine. [online] Available at: http://vein.es/70-anos-dior-traves-7-disenadores/ Evelin Ojamets. (2019). 10 Fashion Communication Lessons from Dior - Evelin Ojamets. [online] Available at: http://nordicfashionistalifestyle.com/10-fashion-communication-lessons-from-dior/ Es.slideshare.net. (2019). Dior Communication Strategy. [online] Available at: https://es.slideshare.net/Tiffany2690/dior-communication-strategy Marie-Claire.es. (2019). Puro estilo Maria Grazia Chiuri para Dior en París Christian Dior Primavera Verano 2018. Paris Fashion Week.. [online] Available at: https://www.marie-claire.es/moda/pasarelas/fotos/maria-grazia-chiuri-para-dior-paris-fashion-week-primavera-verano/1 Vogue. (2019). Sobre cómo Maria Grazia Chiuri entiende el feminismo del #Metoo y el ‘Time’s Up’ en los Globos de Oro. [online] Available at: https:// www.vogue.es/moda/news/articulos/maria-grazia-chiuri-globos-oro/32562
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