Dior Brand Report Chantal Baker 26023980
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Contents 4. How it all Began A brief timeline on the history of Dior.
6. Brand Profile An introduction into thr brand
8. Brand Identity How the brand perceived by the consumer through the logo
10. Brand Consumer Who is the brands consumer?
12. Brand Positioning How the brand is positioned in the current market.
14. Communications Mix How the brand communicates the brand to the consumer.
18. Bibliography Executive summary
This report will anaylse the brand Christian Dior. It will discuss the main facts of the company’s history as well as going into a brief description of what is happening currently in the brand. The report will go into detail about the brands identity as well
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as key facts about the brand consumer and it’s current position in the market. It will also give an overview explanation the communication mix and how Dior communicates its brand to the consumer.
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How it all began... A timeline on Dior’s History and how far it has come 70 years on.
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Figure. 3
Rouge Dior came out. Dior’s first lipstick.
1905 1938
Christian Dior was born.
Dior becomes a pattern cutter for Robert Piguet
1946
Dior buys his first house. 30 Avenue Montaigne
1947
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1953 1957
Christian Dior Died
He released his first collection. The ‘New look” was born
Presentaion of Miss Dior , Dior’s first Fragrance. Figure. 2
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Figure. 12 Figure. 8 Figure. 10
1967
The start of Baby Dior
1995
1997
Opening of Christian Dior’s first Museum, Normandy
Launch of the Lady Dior bag.
2016
Dior welcomes the first female artistic director, Maria Grazia Chiuri
Flagship store opens on New Bond street london. Biggest Dior store in the world
Figure. 9 Figure 11
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Profile Christian Dior
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D
ior is a luxury French brand that was founded by designer Christian Dior. Christian Dior bought his first couture house in Paris in 1946 after working for Robert Pigue and Lucien Lelong (Sowray. B, 2012). His first couture house; 30 Avenue Montaigne was the place where the Dior label would flourish. As soon as Christian Dior saw this little townhouse he knew this was going to be the new home of House of Dior (30, avenue Montaigne, N.D). Less than a year after buying his first house he released his inaugural label on the 12th February 1947. The ‘New Look’ was born; Dior’s most iconic style was making its way into women’s wardrobe all around the world. After over a decade of success Christian Dior sadly passed away in 1957 (Since 1947, N.D). However the house continued its success when Yves Saint Laurent took over as art director. He later left to start his own business; the Dior brand was being passed along till the brand reached John Galliano in 1996. On the 50th anniversary Galliano released his first collection. He was later dismissed from Dior in 2011 (Sowray. B, 2012). The brand in July 2016 made history
with appointing its first female Creative director Maria Grazia Chiuri. Maria previously worked for Valentino but made her debut in Dior with her first show in September 2016 for Paris fashion week (Nomination, 2016). After 70 years the Dior brand has never been better. Back in 2015 the label had 194 stores world wide (Hoovers, N.D) and plan on expanding the brand more. Dior still prides it’s self in being a well-known brand. Dior sells a range of products such as women and men’s fashion, Baby Dior, a range of makeup and skincare, jewellery and fragrance and one that not many people know about home ware. The methodology used to collate the primary research was in a trip to London. This includes a range of images and key facts about the brand Dior. The secondary research is collated from a multiple books and websites.
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Identity “A company’s brand identity is how that business wants to be perceived by consumers.” (Investopedia.com 2010) The Dior brand is named Dior prides it’s self in usafter the founder of the ing flowers in their prodbrand and designers ucts. This goes back to Christian Dior. Accord- the heritage of Dior as ing to Dillon.S, 2011, 86 Christian Dior himself it takes a longer time for loved flowers and nature brands that don’t use the (A passion for gardens name of the designer of and flowers, N.D). Acthe brand to become a cording to a sales assishousehold brand. Dior tant from House of Dior has been a popular high- on New Bond Street one end fashion name for of Dior’s favourite flowers the past 70 years and is was the lily of the valley. well known It is said that “After women, because of he carried the founder flowers are the most one everylovely thing God has Christian Dior. where with A l t h o u g h given the world.” him for good – Christian Dior Dior shows luck. You can its self as a see this come luxury brand the logo through to the brand as is simple but effective. the brand still uses the Dior uses the font Nico- lily for the valley in its las Cochin, this font plants outside the stores gives Dior its stand out as well in their product. point and makes the The lily of the valley is logo well known. The a truly integral part of designer logo is black the branding and brand. and white using simplic- Another great thing ity to make it easy for the about the Dior brand is consumer to recognize. that there is heritage in every collection piece.
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Consumer
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“Fashion begins and ends with the consumer” (Dillon.s, 2012, 82). Without a consumer they would be no one to buy the brand. Getting the right target market is crucial to building a good brand, as you need to know whom you are selling too. The Dior brand is not just for one age group. The brand is diverse covering all age groups, from its baby Dior (for young children) to its women and men’s collections. A store assistant in Harrods believes that the people who mainly buy Dior are in there 40’s/50’s however he believes the real cliental are people who wear Dior everyday not just for special occasions. A regular consumer for Dior tends to have extensive disposable money, as it is such a luxury brand and has an expensive price tag. . Although people from all around the world are buying Dior, the main consumer for Dior at the minute is Middle Eastern women. A reporter from Reuters stated, “Women from the Middle East have become the world’s biggest buyers of high fashion” (Fuchs.M & Wendlandt.A, 2011). Another big
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consumer for Dior is the Chinese “around 80% of luxury items purchased by Chinese consumer are bought during a trip abroad, especially in Europe” (Giron.M, 2010, 124). Both these groups spend a lot of money at Dior as they are able afford it. With Britain also leaving the EU the British pound has gone down meaning shopping in Britain is even cheaper than it was before, bringing more consumers in for Dior. There are different consumers in the market, which seek different needs. A company normally adapts their products to meet the needs of other consumers (Palmer.A, 2012, 3rd ed, 15). Although Dior has a higher end consumer, they also have a lower end consumer. This is someone who doesn’t spend money on the more expensive products such as the clothing wear. The lower end consumer will only buy products such as the makeup and fragrances as they have a lower price range, but may want to own a luxury product, or prefer the expensive feel of the product.
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Happiness is the secret to all beauty. There is no beauty Without happiness. - Christian Dior
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Brand Positioning “Customers adopt a position with regard to each of the qualities, when they compare us with our competitors” (Giron.M, 2010, 60). Dior’s main competitors are Chanel, Gucci and Prada; these are high-end luxury brands. Dior’s USP (unique selling point) is that they have always kept the heritage of the brand since Dior himself. Dior stated, “True Luxury requires genuine materials and the craftman’s sincerity“(N.D). The Dior brand executes confidence, style and sophistication in every line they produce. Kapferer (2004) states this is how the brands distinct characteristics make it differ-
ent from its competitors (99). Dior uses its ESP (emotional selling point) to draw the customer in. The brand makes the consumer feel important and valued every time one steps into their store or sales area. Kapferer (2004) goes on to recognize that the Dior relationship symbolises “the desire to shine like gold” (110) . This comes through with their short film for J’adore the Dior fragrance. “The new J’adore campaign take us on a sensory journey, back to the basics, a rebirth” (J’adore, 2016) it is been advertised as women feeling young again, which is what everyone women strives for.
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Communication Mix “Fashion communication is the way in which products are advertised and promoted.” (Dillon.s, 2012, 80)
Advertising D
ior advertises their brand in a wide verity of ways. One of the main ones being with adverts on the television. Using this media to advertise is an expensive but powerful way to promote a brand. This is a chance to appeal to the consumer with sight and sounds Palmer (2012) believes that this is to make the message more appealing (427). Dior tends to only advertise through this media it’s fragrances
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and make up as well as the accessories, rather than showing casing the fashion brand. This is because these appeal to the lower end consumer as well as the high-end consumer. A common form of advertising in the fashion industry is with print. Dior advertises their fashion brand in many magazines the main ones being Vogue and Harper’s Bazaar. Another way they communicate the brand through advertising is with billboards. This
can be an effective way of advertising as it is a reminder of what you have recently seen on the television and in fashion magazines (Palmer. A, 2012, 3rd Ed, 428). Dior mainly places billboards in main cities such as LA, New York and London. Figure. 20
Public Relations (PR) A fashion PR is responsible for communicating a message to the target audience and keeping the brand in the public eye (Dillon, 2012, 93). The biggest revelation for Dior this year was the news of the new designer Chiuri. There was a big press release as Dior made history by hiring its first female designer, making Dior the talk in the fashion industry. The brand also has begun a sponsorship with the Princesses Grace Foundation, (242016buro, 2011) this is a foundation that awards grants in a form of scholarships, apprenticeships and fellowships to people in the Arts. (Mission, N.D) by doing this Dior is enhancing their reputation. Figure. 21
Personal Selling
Personal selling is when the sales person will have a one to one or another form of communication with a prospective customer to try and pursued them to buy the product (Palmer. A, 2012, 432). A popular way of doing this in the fashion industry is with trade shows. These events are designed to enable designers to show their collections and to also scope out the other competitors. One of the biggest trade shows Dior is apart of is Fashion week. This is the biggest event in fashion to get your brand out there to possible investors and prospective customers.
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Dior also uses celebrity endorsements with names such as Robert Pattinson and Charlize Theron, with many more big names Dior uses it endorsements to target a younger market. Not only do Dior use celebrities in their campaigns they will also have them wearing their clothes. A big name lately (2016) was Emma Watson in a black tulle dress in Chiuri debut collection (Emma Watson Vestino Dior , 2016) .
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Back in 2013 Dior also presented a trade show in Moscow to show their W 13/14 collection. Here
they did a creative catwalk using mirrors this was to show a distorted reality (Trade times, N.D).
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Sales Promotion “A range of tactical marketing techniques designed within a strategic marketing framework, to add value to a product or service in order to achieve a specific sales and marketing objective.” (Palmer. A 2012, 435)
Packaging is a big part of the sales promotion because if the packaging isn’t appealing then the consumer will not want to buy the product. Dior’s packaging for women is simple and so identified as sophisticated. Dior’s packaging reflects the brand as a luxury brand, with the white surface and the Dior logo on. The men’s is a black surface with the logo a different shade of black with a slight shine. This is making it more appealing as it is more masculine. Every piece of the collection has the Christian Dior label. There is nothing more important than getting the layout of the store right to sell yourself to the consumer. The Dior stores are filled with shades of greys and light pinks. They are designed to make the consumer feel important. The new flagship store on new bond street opened in June 2016. The architecture of the store Peter Marino did the store justice on every floor. Sidney Toledano stated,
“They don’t come here just to buy a dress, or to buy a bag. Frankly, if it was just a commodity, then you have the internet, fast retailing, so-called see-now, buy-now, things like that - but we give luxury.” (Pithers. E, 2016) t is about making the consumer feel relaxed and important. He also stated “we give the ability to the people to have a moment of dreaming.” Dior as a brand do not use a loyalty scheme or discounts however the makeup and skincare as well as the fragrances can be sold in stores such as House of Fraser where they might be discounts.
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Direct Marketing Direct marketing is communicating to the consumer about their products without doing it through public communication; this could be through emails and mailshots (Palmer. A (2012),443).Consumers can subscribe to Dior viva the Dior website, when a consumer opens the website a box will pop up giving them the option to subscribe. They will then be able to access the Dior newsletter. With Christmas coming up they are also advertising great gifts to give to family and friends. A good thing about Dior is that it does not send you spam emails. Figure. 30
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Social Media Figure. 32
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Social media is a new way for communicating with the consumer giving a more interactively dimension (Palmer. A, (2012), 452). Using sites such as Facebook, Twitter, Google+, Tubular and Instagram as well as having a YouTube page Dior is communicating its new development and building excitement about the band. The company uses social media to show their latest collections as well as advisements of the brand and which celebrities are wearing their label. On YouTube they also do videos from fashion week and runway shows as well as backs stage access. This is a good way to communicate the brand as it allows them to reach a larger consumer market as they are expanding and networking to more people this way.
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Figure. 34
Backstage at Dior’s S/S 17 Paris
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Dior
Bibliography
242016Buro. (2011). Dior begins longstanding sponsorship of the Princess Grace Foundation. Retrieved from http://www.buro247.me/fashion/news/dior-princess-grace-foundation.html 30, avenue Montaigne / the story of Dior / the house of Dior / Dior official website. Retrieved from http:// www.dior.com/couture/en_gb/the-house-of-dior/the-story-of-dior/30-avenue-montaigne A passion for gardens and flowers / the story of Dior / the house of Dior / Dior official website. Retrieved from http://www.dior.com/couture/en_gb/the-house-of-dior/the-story-of-dior/a-passion-for-gardens-andflowers Carre, S. (2016, June ). Nomination. Retrieved, from http://www.dior.com/diormag/en_gb/article/nomination Dillon, S. (2011). The fundamentals of fashion management. Lausanne: AVA Publishing SA. Editorial, R. (2011, October 5). Out of public eye, Arab women power haute couture. Retrieved from http://www.reuters.com/article/us-fashion-middleeast-idUSTRE7942YG20111005 Emma Watson vestindo Dior. (2016, November 3). Retrieved from http://www.dior.com/diormag/pt_br/ article/emma-watson-vestindo-dior Girón, M. E. (2011). Inside luxury: The growth and future of the luxury goods industry--a view from the top. London: LID Publishing. Hoovers (N.D) Retrieved from http://www.hoovers.com/company-information/cs/company-profile.christian_dior.296dff7505c01778.html Investopedia.com (2010). Brand identity. In . Retrieved from http://www.investopedia.com/terms/b/ brand-identity.asp J’ADORE (N.D), from http://www.dior.com/beauty/en_gb/minisite/th/jadore.html Kapferer, J.-N. N. (2008). The new strategic brand management: Creating and sustaining brand equity long term (3rd ed.). London: Kogan Page. Mission. Retrieved from http://pgfusa.com/about/mission Palmer, A. (2012). Introduction to marketing: Theory and practice (3rd ed.). New York: Oxford University Press. Pithers, E. (2016, May 31). Inside Dior’s new home. Retrieved from http://www.vogue.co.uk/article/thehouse-of-dior-new-bond-street-store Since 1947 / the house of Dior / Dior official website. Retrieved from http://www.dior.com/couture/en_ gb/the-house-of-dior/since-1947 Sowray, B. (2012, April 5). Christian Dior. Retrieved from http://www.vogue.co.uk/article/christian-dior Trade times. Retrieved, from http://www.tradefairinternational.com/wp/wonderwall/
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Figures 1 http://fashioncoutureworld.blogspot.co.uk 2,3,4,5,6,7, 8 http://www.dior.com/couture/en_us/the-house-of-dior/since-1947 9 http://www.pursebop.com/the-tale-of-a-lady-the-lady-dior/ 10 http://www.dior.com/couture/en_us/the-house-of-dior/the-story-of-dior/the-villa-in-granville 11, 29 http://www.dior.com/couture/en_us/the-house-of-dior/the-story-of-dior/the-villa-in-granville 12 http://www.dior.com/diormag/en_us/article/nomination 13 http://www.dior.com/couture/en_us/the-house-of-dior/the-story-of-dior/30-avenue-montaigne 14 https://uk.pinterest.com/pin/263953228135688761/ 15, 16, 17 Instagram 18 http://www.dior.com/diormag/en_hk/suggest/house-of-dior-london 19 http://www.artpartner.com/news/?gallerypost=dior-magazine-6 20 https://uk.pinterest.com/pin/476255729320684352/ 21 http://www.dior.com/diormag/en_gb/article/emma-watson-vestindo-dior 22 http://blog.hermeldelor.com/2013/08/dior-takes-red-square.html 23, 24 https://sybilia.wordpress.com/2016/10/02/christian-dior-ss-2017-in-search-for-a-diorevolution/ 25,26,27,28,30, 31, 32, 33Primary images 34, http://www.crash.fr/backstage-at-dior-ss17-paris-by-maria-grazia-chiuri/ 35 http://www.dior.com/couture/en_us/the-house-of-dior/the-story-of-dior/a-passion-for-gardens-andflowers
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Chantal Baker 26023980