PR Project by Chiara Branse

Public Relations Strategy for Dior in Spain Chiara Branse Fashion Marketing and Communication Level 5, 2016-2017 Global Press and PR Project with Presentation Mariana Rumayor Murrieta

Index

PART 1: Overview & Research

2 - 7

PART 2: Global Communication & PR Objectives PART 3: Action PR Plan

PART 4: PR Results & Conclusion

References

8 - 13

14 - 23

24 - 26

27 - 28

Part 1 Overview & Research

Introduction Today, the luxury fashion industry is a highly saturated market where it becomes even more important for brands to have a powerful image and create a strong relationship with the consumer. Globally, luxury brands like Dior shift from product oriented brands to service oriented brands to deliver experiences to the consumers. In order to create a long-term success it is vital for Dior to integrate storytelling and to communicate their brand values. This is done through an effective public relations strategy that incorporates a 360Â° communication plan for the brand. This public relations strategy is created to for the couture house Dior, to increase brand awareness in Spain. The objective is to communicate the know-how of the brand through effective planning and a coherent PR campaign. This will be done by representing the brand as a dream and to create a brand universe that consumers will want to be part of. We will build a strong relationship between the brand and the consumer and make them want to be part of the brand. In order to propose a coherent PR strategy for your brand we will analyse the brand, its positioning in the market and its current strategies. This will be evaluated and integrated in our action plan to attempt a effective strategy for the Spanish market.

Brand Overview The luxury fashion retailer Dior was founded by the French designer Christian Dior in 1946. Christian Dior launched his first collection in 1947 which went down fashion history as the “New Look”. The fashion house was founded on a foundation of fantasy, femininity, performance and built up a strong heritage over the years. The company Christian Dior SE is run by cooperate governance and is part of the LVMH group. Bernard Arnauld serves as the Chairman of the Board of Christian Dior SA and Sidney Toledano as the Chief Executive Officer of Christian Dior SA since 2015. The priority objective of LVMH is “to increase the value of the company and defend its social interest” (LVMH, 2016). Since the Creative Director of Dior, Raf Simons stepped down from his position and left Dior in October 2015, Dior is currently running without an CEO. Currently, two Swiss designers are the head designers at Christian Dior. Serge Ruffieux joined Dior in 2008 and became head designer at Dior in 2012 when Raf Simons was chosen as CEO. The second designer Lucie Meier, worked for Balenciaga and for Marc Jacobs at Louis Vuitton, before head-hunted by Dior. The haute-couture designers may possibly be a time filler during the transition period until a new high profile designer will be found for the couture house. Dior’s local PR strategy constantly creates a buzz around the brand by organizing special events at different locations. These special events include sales shops and concept stores for a limited time. As well as expositions, for example at Harrods London where the French Savoir Faire and British charm was mixed to create something special for the London based consumers. Another PR strategy of the brands is to create short fashion films. Such as the film “Can I Make the Music Fly” that was created for the Dior Homme opening in Miami by the famous producer Bruce Weber. These events reflect the exclusivity and “dream” like touch of the brand. Brand Values Heritage and craftsmanship Fantasy and innovation Elegance and femininity Performance and quality

Product Categories The company designs and retails a wide variety of luxury products, including the following. Haute couture, Couture, Dior Homme, Accessories (jewelry, watches, glasses), Women Shoes, Make-up, Perfume and Bags.

Brand Positioning The main competitors of the brand include luxury fashion houses such as Chanel, Yves Saint Laurent, Gucci, Prada, Louis Vuitton and Versace. These brands share qualities such as brand recognition and the reliance of the traditions. They also share the same price-point, consumer based distribution channels and similar product divisions ranging from fashion, fragrances to beauty products. As these brands have many things in common such as heritage, it is important to look at what sets them apart from each other. The stakeholders are price (higher/lower) as well as their style of designs, represented through Avant-garde and Casual/Sport. Dior is positioned in the luxury fashion market in the higher price category with Chanel, Saint Laurent and Prada. These brands including Dior, in the upper right corner of the map offer a haute-couture collection therefore they are positioned very close to each other.

Pricing Dior offers different product categories that have different price points. The Haute Couture collection is prices between 1900€ - 20,000€, the Couture collection starts at 3000€ and up, shoes are priced between 400€-900€, Bags 700€-5000€, Accessories 135€-900€, Jewellery 150€-1000€, Dior Homme 300€-3500€. Distribution Dior is distributed worldwide in currently 225 boutiques they have expanded gradually and are now reducing the amount of franchised stores for efficient management. Dior clothing is only sold in Dior stores, while other product categories such as Beauty and Accessories are licensed products that are sold through retailers.

Part 2 Global Communication & PR Objectives

PR Objectives We will ensure that Diorâ&#x20AC;&#x2122;s DNA will be communicated by incorporating the brand values; Heritage, Fantasy, Elegance and quality Performance. The objectives of the PR plan is to create a two pillar strategy based on: 1. The Collection 2. The Brand

The aim of the public relations activities is to maintain a good, lasting relationship with journalists and editors, to monitor and ensure optimum media coverage for the brand. To participate in local and international events planned by the fashion house and to create public relations with brand ambassadors of the brand. The PR plan includes yearly activities for 2017 as well as the local relaunch of the Lady Dior Handbag in Spain.

Communication Strategy The marketing department of Dior is planning a collaboration for 2017 with the newest brand ambassador of Dior, Rihanna. She was featured in the video campaign “The Secret Garden”, she is also the first brand ambassador to collaborate with Dior and participate in the design of a product. Rihanna participated in the designing of a Sunglasses Collection that will launch in June, 2016. The proposal for 2017 is to relaunch the Lady Dior Handbag in collaboration with Rihanna. Local Press Office Responsibilities 1. Manage relationships with editors, journalists and PR agencies. 2. Build and develop strong relationships with media contacts such as; opinion leaders, bloggers, journalists, editors, social media and more. 3. Manage sample requests and returns. 4. Manage relationship between internal and external PR and work in coordination with the international PR. 5. Plan and execute local PR events, meetings, breakfasts, parties and more to create a ongoing buzz around the brand. Local Press Events and Activities The local PR team in Spain will host three main events in 2018. This includes the following; 1. VIP Launch Event for the Lady Dior Handbag in collaboration with brand ambassador Rihanna. 2. Exhibition “Lady Dior as seen by” for local artists in Spain, this will be shown in a exclusive gallery or museum. 3. VIP Party with top clients, opinion leaders and bloggers. 4. Brunch with journalists from selected medias.

Press Media Pitch The press media pitch will involve a variety of press angles in carefully selected Magazines. Each Magazines will propose a different story or press angle the are all focused on the relaunch of the Lady Dior Handbag, however from different point of views. The press angles are derived from the PR plan axes as previously shown. Proposals of Press Angles 1. The brand Storytelling: Dior heritage, values, history 2. The Brand Designers: Current Situation, past designer 3. The Collection: Inspiration, Location for Autumn/Winter 4. The Collection: Inspiration, Location for Cruise Collection 5. The Collection: Inspiration, Location for Spring/Summer 6. Product Storytelling: Lady Dior Handbag 7. Collaboration: With brand ambassador and Lady Dior Handbag 8. Brand Ambassador: New face of the brand, Rihanna 9. VIP Cocktail Event: With Brand Ambassador, opinion leaders, top clients 10. Exhibition: â&#x20AC;&#x153;Lady Dior as Seen byâ&#x20AC;? Location, Artists Media Selection The targeted media that will feature these press angles include top Fashion Magazines, Fashion & Lifestyle Magazines, Newspapers and weekly Magazines and Online Magazine. In order to reach the maximum amount of people while staying true to the core of the brand, these magazines are carefully selected and well adapted to the local market.

1. Glamour (Offline and Online) Fashion, Beauty, Lifestyle Print Magazine: Monthly Readers: 440,000 Price per Page: 18,500€ Double Page: 37,000€ Online Unique Users: 1,908,962 Online Native Content: 19,200€ Source: (CondeNast, 2016) 2. Vanity Fair Fashion, Beauty, Lifestyle Print Magazine: Monthly Readers: 139,000 Price per Page: 18,900€ Double Page: 37,800€ Source: (CondeNast, 2016) 3. Vogue (Offline and Online) Fashion, Beauty, Lifestyle Print Magazine: Monthly Readers: 842,000 Price per Page: 19,700€ Online Unique Users: 4,196, 251 Online Native Content: 24,000€ Source: (CondeNast, 2016) 4. Elle Fashion, Beauty, Lifestyle Print Magazine: Monthly Readers: 642,000 Price per page: 18,900€ Source: (Elle, 2016)

5. Harpers Bazaar Fashion, Beauty, Lifestyle Print Magazine: Monthly Readers: 85,000 Price per page: 14,000€ Source: (HarpersBazaar, 2016) 6. Telva Theme: Beauty, Fashion, Lifestyle, Cooking etc. Print Magazine: Weekly Readers: 359,000 Price per Page: 21,000€ Source: (Telva, 2016) 7. El Mundo Theme: Daily News, Automotive, Culture, Lifestyle etc. Print Magazine: Once a week (Thursdays YoDona) Readers: 852,000 Price per Page: 40,000€ (color, weekday) Source: (ELMUNDO, 2016) 8. El Pais Theme: News, Culture, Economics, Style, Sport etc. Print Magazine: Daily Reader: 1,504,400 Price per Page: 22,510€ (color, weekday) Source: (ElPais, 2016)

Part 3 Action PR Plan

Event 1: VIP Launch Event What? Local Launch of the new Lady Dior Handbag Collection in collaboration with Rihanna. Who? 1. Brand Ambassador, Rihanna 2. Top Journalists from: Vogue, Glamour, Elle 3. Local Press: El Mundo, El Pais 4. Opinion Leaders 5. Top clients in Spain Where? Madrid, Spain at La Casa Velazquez One of the most idyllic venues in Madrid. A newly renovated palace with the best terraces and the best views over Madrid. When? March 15th 2017, 17:00 - 22:00 Why? To bring attention towards the launch of the new Handbag and the celebrity collaboration. To create a positive buzz around the brand by creating interesting stories for the media. To build the relationships with top editors, journalists, clients and opinion leaders for long-term success. Gifts: 1. Lady Dior Handbag (from the new collection): For the top journalists at Vogue, Glamour and Elle 2. Goodie-Bag (Book about the collection, Dior keychain): For the Brand Ambassador, Opinion Leader and Top clients in Spain.

Event 2: Exhibition What? Exhibition “Lady Dior as Seen By” for local artists in Spain. To recreate the Lady Dior Handbag from the artists perspective. Who? For Local artists and sculptures in Spain, and for people interested in the Arts, Fashion and Culture. Where? Barcelona, Spain at Casa Llotja de Mar When? August 15th – August 28th 2017 Why? To increase brand awareness by continuing the Dior exhibition “Lady Dior as Seen by” in Spain. To highlight the artistic values of the brand, to increase the reach and create a buzz around the brand. Previous “Lady Dior as Seen By” Exhibitions Seoul Exhibition

Hong Kong Exhibition

Event 3: VIP Party What? VIP Party for top clients, opinion leaders and bloggers. Who? 1. Top Clients in Spain 2. Opinion Leaders 3. Top Spanish Bloggers: Bartabac, Lady Addict, Lovely Pepa, Gala Gonzalez 4. Local Press: El Mundo, El Pais 5. Top journalist of Telva Magazine Where? Madrid, Spain at Palacio Gaviria When? September 9th 2017, 21:30 â&#x20AC;&#x201C; 02:00 Why? To maintain and build relationships with top clients in Spain, Opinion Leaders, Bloggers, Press and Journalists. To be featured in the media in order to maintain a buzz around the brand. To increase online content by inviting bloggers that will post about the event on their blogs. Gifts: The Perfume Jâ&#x20AC;&#x2122;adore and Flowers: For Top Clients, Opinion Leaders, Bloggers, Journalists

Event 4: Brunch with Journalists What? Breakfast, Lunch, Dinner, Coffee and Brunch with top Journalists and Editors from the selected media for 2017. Who? Journalists and Editors from the following Magazines/Newspapers: Glamour, Vanity Fair, Vogue, Elle, Harpers Bazaar, Telva, El Mundo, El Pais Where? Different Locations in Madrid, Barcelona and Valencia. Breakfast, Lunch and Dinner Locations and Cafes. When? Minimum one time in a year with the Journalists from each Magazines. Why? To build a strong relationship with journalists and editors and to ensure a long-term business relationship and collaboration.

Communication Tools A Press Kit will be developed in order to inform the media and the people about the annual events of the brand, including local PR events as well as the Collections presented during Paris Fashion Week. This will create brand awareness, drive attention to local events and generate a buzz around the brand. All of the elements inside the Press Kit will be available in printed version as well as an online version that will be available on an USB stick and attached to every single Press Kit that will be sent out. The Press Kits that will be developed will contain different key elements according to the News that will be announced. The key elements that will be included are a Press Release, Look-book and a Booklet (brand-book). The Press Kit that will be released to announce the VIP Launch event, the Exhibition and the VIP Party will additionally include a Media Alert. Other Communication Tools include the print Invitations for the events as well as the gifts that will be handed out during the events. Invitations Every event will have print invitations that will be sent to the people invited. The invitations for each event will be different, however they will all represent the style of the brand with the use of simple colours such as white, grey and gold. . Each invitation will be personal and include the name of the person invited. Below is an example of what the invitations for the VIP launch event will look like.

Press Release The press release includes all the relevant information about the collaboration with the brand ambassador and the launch of the new Lady Dior Handbag. This will be very informational and ensures that the people invited to the event know what it is about.

Contact: Phone:

Vanity Fair Spain 01234543254

Date: 15,02,2017

Dior Fall/Winter 2017 A short snappy introduction is needed to catch attention and summarise your news in one paragraph – try to keep this catchy and interesting to make the reader or editor want to read on. Add further information in the following paragraphs. Aaaa aaaaaa aa aaaa aaa aaaa aaaaa a aaaaaa aaaa aaaaaaa aa aaa aaaaaa aaa aa aaaaa aaaa aa aaa aaa aaaaa. Bbbbb bbbbbb bbbbb bbb bbbbbbb bbbbb bbbb bbbbb bbbb bb b bbbbb bbbbbbb bbbb b bbbbbb bbb bbbbbb b. Bbbbb bbb b bbbbbb bbbbbb bb bbbb bbbbb bbbbbbb bb bbbb bbb bbbbb bbbbbbbbb b. Bbbbb bbb bbbb bbb bbbbbbbb bbb bbbbbbb bbbbb bbbbbb b bbbb bbbb bbbb bb bbbb bbbbb bbbb bbb bbbbbb. Cccc ccc cc cc ccc ccc ccc ccc ccc c cccc cc cc ccc cccc ccc ccc ccccc c ccc ccc cc ccccc cc ccc cccc ccc cccc ccccc. Ccc ccccccc ccccc cccccccc ccc cc cccc ccc ccccc ccccc ccc ccccccc ccccc cccccccccc cccccccc. Cccccccccc cccccccccccccc ccccc ccc ccccccc ccc cccc cccc. [Name] [Role/Job] said: “It is sometimes a good idea to include a quote from someone within your group.” For further information, please contact [name] on [number] or log onto [your website address] -

ends –

NOTES TO EDITORS Use notes to editors if you have any additional information to add.

Look-Book A Look-book is a key part of the press kit and will include images and styles of the Lady Dior Handbag collection in collaboration with Rihanna. It will showcase the key items of the collection that will be shot still life on a white background as well as images shot with a model. All images will be available in high resolution format for the media to be able to publicize them.

Booklet The booklet will be a small brand book about the client, Dior and will contain information about the brand history including storytelling and information about the designers. This is very important to include inside the Press Kit as Dior is a established brand where the heritage and traditions play a major role in the communication of the brand.

Media Alert

The media alert is a document with all the event details including: Who, What, Where, When and Why for the launch of the Lady Dior Handbag.

Annual PR Calender 2017

Paris Fashion Week Schedule Source: (fashionweekonline,2016) Christian Dior Dior Pre-Fall 17: January 19th, 2017 Dior Homme Fall/Winter17: January 21st 2017 Haute Couture Fall/Winter17: January 25th 2017 Ready-To-Wear Fall/Winter17 : March 4th 2017 Resort Collection 2018: May 31st 2017 Dior Homme Spring/Summer18: June 25th 2017 Haute Couture Fall/Winter17: July 4th 2017 Ready-To-Wear Spring/Summer18: September 29th 2017

Budget Allocation BUDGET

Annual PR Budget Communication Tools (Budget: 10,000€) Print invitations (100 units aprox) Press Release Look-book print (100 units) avarage cost Booklet Press Gift: Lady Dior Handbag for Top 3 Journalists Goodie-bag (100 aprox)

500 € 800 € 800 € 900 € 6.000 € 1.000 €

Events (location, catering, flowers, music, hostess, photographer etc.) (Budget 50,000€)

Event 1: VIP Launch Event Event 2: Exhibition Event 3: VIP Party Agency Activities (Budget 10,000€) Press Activities (one-on-one meetings with journalists) (coffee, breakfast, dinner etc.) Event coordination Suppliers proposal + negotiation Decoration proposal (visual merchandising) Press calls Additional costs (Budget 20,000€) Travel expenses for Brand Ambassador and Top Journalists Taxis Phone calls Clipping Follow-up aprox cost TOTAL BUDGET

25.000 € 15.000 € 10.000 € 5.000 € 1.500 € 1.000 € 1.500 € 1.500 € 17.000 € 1.000 € 1.000 € 1.000 € 90.000 €

The annual Public Relations budget for Dior is 90,000€, with this money many different activities will be executes in order to obtain the highest Return on Investment as possible. The PR agency activities are broken down into four categories. This includes Communication Tools that need to be created for the Press to pitch the media. This includes the printing and creation of Press releases, Look-books, Press gifts, Goodiebags, Booklet and the printing of event invitations. The biggest part of the budget (50,000€) goes to the planning and execution of the three events that will take place during the year. The biggest event and most expensive one will be the VIP Launch event in Madrid, this will be hosted for the Brand Ambassador as well as top journalists. The third category involves Press activities such as one-on-one meetings with journalists and editors, events coordination, decoration and Press calls. The additional costs are mainly distributed towards the Travel expenses of the Brand ambassador and the top journalists that will attend the VIP launch event. Other additional expenses include Taxi drives, phone calls and clipping follow-ups.

Part 4 PR Results & Conclusion

Media Monitoring (ROI) Price Per Page Number of Pages

Magazine

ROI

Glamour

18,500€

55,000€

Glamour (online)

19,200€

Vanity Fair

18,900€

Vogue

19,700€

59,100€

Vogue (online)

24,000€

Elle

18,900€

37,800€

Harpers Bazaar

14,000€

Telva

21,000€

42,000€

El Mundo

40,000€

El Pais

22,510€

45,020€

Total

355,020€

Initial Budget

90,000€

ROI = 355,020€ (90,000 x 3,95)

The Return on Investment obtained through the 1 year public relations strategy is 355,020€ which is 3,95 times the initial budget of 90,000€. This is a relatively high return on Investment, but very attainable for a luxury brand as Dior. It is important to take into consideration the Medias used for this communication strategy, as this determines how high the ROI will be. Since Dior is a high-end, well-established luxury brand with a relatively high budget, the medias that were selected are the Top medias with millions and hundreds of thousands of readers. Therefore, it is expected that the ROI will be relatively high in coordination with the reach of an editorial or other press angle.

Conclusion

The Public Relations strategy for the fashion house Dior will include local activities that create a buzz around the brand during the whole year of 2017. This includes building brand awareness and communicating the brands know-how while staying true to the core values; Heritage and craftsmanship, Fantasy and innovation, Elegance and femininity, Performance and quality. The aim of the public relations strategy is also to maintain a good and long-lasting relationship with the international PR agency as well as important contacts from the press (journalists, editors) from local and international magazines and newspapers. As well as brand-ambassadors, bloggers and opinion leaders in Spain. The selection of communication tools will ensure proper communication with the press as well as important contacts of the brand. The press media pitch will ensure that Dior will always be featured in magazines and in the news to achieve maximum coverage. The strategy developed will create a return on investment of 355,020â&#x201A;Ź which is a very realistic and profitable return on investment for the brand. At the end of the year it is vital to make an annual coverage report and to make a close analysis of the PR activities that went well and those that did not work as expected. This is important for the managing of results and to achieve long term success.

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