Dior Exclusive 3D Collection by Chiara Branse

THE EXCLUSIVE 3D - COLLECTION

This project talks about the opportunity to improve the luxury fashion brand Christian Dior by collaborating with newest technological innovations that will enhance brand experience. This project focuses on the creation of unique fashion designs and storytelling using the newest technology of 3D-printing.The brand will create unique 3-D fashion designs that will be featured in their exclusive 3-D collection with limited pieces. This collection will be communicated through an Editorial that will capture the look and

feel of the â&#x20AC;&#x153;dream-likeâ&#x20AC;? collection. A Lookbook will be created to show the garments more closely which will be targeted to professionals. The entire collection will be communicated through the internet with a creative website featuring the inspiration of this project. The entire project aims to deliver a unique experience and represent the brand as innovative, keeping up with trends and always wanting to create something special for their customers.

INDEX 1.RESEARCH 3.CATALOGUE

2.EDITORIAL

4.MINITSITE

RESEARCH

HISTORY OF DIOR Corporate Profile The luxury fashion retailer Dior was founded by the French designer Christian Dior in 1946. Dior launched his first collection in 1947, it went down fashion history as the “New Look”. The fashion house was founded on a foundation of fantasy, femininity and innovation.

1905

1942

January 21st, Christian Dior is born in Granville, Normandy, in France.

Dior joins the fashion house Lucien Lelong

1938 Christian Dior starts working with the designer Piquet

1946 Christian Dior SA was founded and financed by Marcel Boussac

1947 Launch of first Collection “The New Look”, it was an immediate success

1955 Yves Saint Laurent was introduced to Dior and was hired.

1939

1957

One of the first Dior dresses was designed and worn to the Circus Ball

Christian Dior dies after a heart attack.YSL becomes head designer.

1999 1978

Launch of Jewelry division by Victoire de Castellane

The Willot Brothers buy Christian Dior SA

1960

1990

YSL leaves Dior to start his own fashion house, he is replaced my Marc Bohan

Dior becomes part of LVMH group

1967 Launch of the new line “Baby Dior”

2005 Celebration of Dior’s 100 Birthday, launch of “Dior Homme”

2012

1984 Bernard Arnault becomes the owner of Christian Dior

1970 Launch of the men’s line “Christian Dior Monsieur”

Raf Simons becomes new artistic Director of Dior

1996 John Galliano becomes Artistic Director of Christian Dior Couture

MARKET POSITION The company designs and retails luxury products such as ready-to-wear, fashion accessories, footwear, fragrances, make-up while maintaining the tradition of haute-couture with Christian Dior Couture since 1995. The label operates mainly in the women’s offerings but also offers a Men’s division with Dior Homme and children’s wear with the Baby Dior Label. The brand heritage and identity promotes elegance, femininity and glamour which is communicated from the 1940s until now. Dior is known for its high-end fabrics such as silk and beautiful embroidered products.

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. For these reasons the brands are strong competitors with Dior and saturate the market.

CURRENT SITUATION The fashion house Dior has exploded since its beginning after World War 2. Dior provides extensive options to the customers however so do the competitors. The brand must move forward in the luxury fashion market in order to stand out to their knowledgeable consumers. In todays economic environment consumption becomes global and luxury brands like Dior shift from product oriented brands to service and experience. Dior must provide quality experiences to become one of the leading luxury fashion retailers. It is even more vital to offer unique experiences that will remain in the minds of consumers and remind them of the brand. Dior can benefit from adopting newest

trends such as future technologies into fashion collaborations in order to capture the attention of the oversaturated consumer. This is a great opportunity for the brand to create something new that has been never done before. It will communicate new beginnings and shows that the brand uses new techniques as an opportunity to evolve in the market. The goal of this strategy is to get existing customers of Dior more engaged with the brand and offer them a unique experience that will support the brand loyalty and increases product sales. The other goal is to attract new customers by increasing the attractiveness of Dior through customer experience linked with innovation.

COMMUNICATION BACKGROUND Advertising Dior has always used a variety of printed advertising as part of their communication strategy, these print ads usually get featured in the top fashion magazines such as Vogue, Marie Claire and Harpers Bazaar. Often these ads focus on the product itself instead of the brand, the handbag is often the main focus of the advertisement. The advertisements are very sophisticated and elegant and

often appearing the “muse” of the brand or a celebrity brand endorser. The logo of the brand appears in every advertisement in a simple way expressing the power of the French luxury brand. The advertisement clearly communicate the values of the brand while adding a “dream” touch to them which communicates the brand itself and its heritage.

Digital Communication Dior uses several approaches to communicate the brand online. On the Dior website you can find a digital magazine of the house of Dior. The brand has also launched its own Mobile Application that delivers content from runway shows, to makeup, perfumes, runway collections and wallpapers. The brand uses Social Media Platforms such as Fa-

cebook, Instagram, Twitter, Tumblr and Pinterest very extensively with a high number of followers and likes. Dior also creates short aspirational movies that are posted on Youtube and Vimeo and should encourage online sales. Dior uses the digital world to offer an original insight into the brand and encourages interaction and brand loyalty.

Exhibitions A museum was created in memories of Christian Dior in Granville where Dior grew up and spent his childhood. This exhibition shows many pieces created

by the designer that have never reached the public. This exhibition promotes the evolution of the brand by giving insights of the history of the brand.

PR Events The brand developed a strategy to constantly create a buzz around the brand by organizing special events. These events include sales shops and concepts for a limited time. Such as an exposition in Harrods in London mixing French Savoir Faire and British charm.

Another pr strategy is the movie “Can I Make the Music Fly” that was created for the Dior Homme opening in Miami by the producer Bruce Weber. These events reflect the exclusivity and “dream” like touch of the brand.

Product Placement The product placement of Dior changes over time as new technologies and new marketing strategies have been introduced. Dior used to be featured in classical movies such as “Les enfants Teribles” (1950) by Jean Pierre Melville

and Marlene Dietrich wearing Dior in Alfred Hitchcocks “Stage Fright” (1950). Nowadays Dior uses product placement in Hollywood in movies such as “Sex and the City” and by using celebrity that wear Dior to red carpet events.

Loyalty Program The success of Dior’s communication strategy is largely dependant on there CRM and loyalty program. The brand communicates that the golden path to loyalty is satisfaction and aim to build a good relationship to their

customers. The loyalty program consists of sending the latest news through e-mail or mail, recording each amount every customer pays, and handing out invitations and announcements for upcoming collections and pre-sales.

The message

The Target

The communication task is to use technological innovation through collaborating with 3D printing to design a aspirational 3D collection. The message the brand should communicate to consumers is the brand perception of a “dream” combined with technological innovation that shows the brand is always developing and thinking of the future, while remaining its core values.

The target market for this communication strategy or females in the age of 25 and over that have a high social status, are elegant and modern with high taste and high education. The target customer is fashion savvy, confident and international with a high income level.

The objectives for this strategy is to

COMMUNICATION TASK The Objectives attract already existing customers as well as gaining new customers by offering a unique experience that will increase brand awareness. This strategy should also increase brand engagement by extensively communicating this collection and bringing the brand closer to the customers.

The Concept The look of the collection will be modern, clean and creative. It will show the outcome of a completely futuristic approach to design garments and combines this futurism with Diors romance, elegance and femininity. The goal is to create a “dream” that will inspire and excite Diors audience while keeping the

brand values in line with the garments. It is very important that this collection stays true to the brand in order for this collection to be in the right context and supportive to the brand image. The collection should not be too mechanical or architectural but should be in the realms of Diors fashion and beauty. While the technology of 3D printing enables you to create overly architectural pieces, this collection should not be concentrated to show what you could create with 3D printing but rather how Dior uses this new technology to fit with the brand.

2 EDITORIAL

MOONSTR Shot on location at the iconic blue and yellow Grand Chapiteau, New York, N.Y. Photographer: Michael David Adams Model: Leticia Price, Circul de Soleil cast “Amulana” Stylist: Beagy Zielinsky Make-Up Artist: Victorija Bowers Hair Artist: Linh Nguyen

The Strategy The fashion editorial “Moonstruck” will be featured in the most exclusive fashion magazines including Vogue and Harpers Bazaar. The Editorial will be limited to these magazines as it is a super exclusive collaboration from Dior that should not be over saturated in print magazines, in order for it to remain its exclusiveness. The editorial will be five to six pages long that will invite the readers to tap into a new futuristic and innovative world of fashion. This editorial is all about

creating a dramatic dream-like scenery with a futuristic touch, however it will stay true to the brand. While this editorial and collaboration is not something Dior usually does, it will remain in the realms of what the brand would do to keep its credibility. The editorial will have a clean style, bright images and tell the story of a dream. These are features that Dior usually incorporates in their communication style and editorials.

The Theme The theme of this Editorial is to create a magical landscape filled with a mysterious vibe from the future. The aim is to create a dream that will be a unique experience and inspire the people to find out more about this collaboration. The editorial will represent the technological innovation of 3D

printing by incorporating a futuristic style. The viewer should be absolutely excited and amazed while looking at this editorial. It should communicate a strong vibration and strike the viewers as though they were “moonstruck”.

UCK The Name "moonstruck" The name “moonstruck” summarizes the effect this editorial should communicate, a sense of mystery from the future combined with a dream-like vibe and a sense of the unknown. This theme will also be represented through the colour scheme of this editorial. The

colours will have cool tones, with different hues of blue, white and metallic green and grey that will create a moonlight colour. Additionally, the lighting will create a dream like atmosphere and smoke will be incorporated to make the atmosphere even more dramatic.

The Photographer The photographer of this shooting will be Michael David Adams, a New York based fashion photographer known for shooting at amazing locations around the globe. His photography is highly artistic, using saturated colours and showcases a unique atmosphere in his images.

The Stylist/Makeup and Hair The Stylist of this Editorial is Beagy Zielinsky who will handpick opulent wardrobe staples that have a 3D effect. Make-up Artist of this editorial is Victorija Bowers will work closely together with the Hair stylist Linh Nguyen. The models will wear luxury headpieces with a 3D effect that will create a fantasy for the fashion readers.

Time Schedule 10:00h – 12:00h

12:00h – 14:00h

14:00h – 16:00h

16:00h – 18:00h

-Set up/prepare all the locations

- Models change into 1st outfit

- Models change into 3rd outfit

- Models change into 5th outfit

- Models get ready (hair and makeup)

- Shooting 1

- Shooting 3

- Shooting 5

- Models change into 2nd outfit

- Break

- Models change into 6th outfit

-Lighting and effects Tests

- Shooting 2

- Models change into 4th outfit - Shooting 4

- Shooting

18:00h – 20:00h - Models take off make-up and styling - Location set up will be taken down - Goodbye to all participants

Art/Model Direction The editorial will be six pages long, therefore we will shoot six different outifits with six different locations. While the shooting is running, the stylist, make-up artist and hair artist will make sure that the models look their best. They will keep an eye on the outfits and

hair of the models to make sure everything is on point. The photographer will be responsible for the posing of the model and make sure that the facial expression will be neutral and in a day-dreaming state, to contrast the dramatics of the established scenery and setting.

After the Photo-shoot After the photo-shoot the photos need to be processed from raw files into tiff files. This will be done by the photographer as well as the re-touchers, who will also make sure that the colour, temperature, exposure and contrast are correct. The final retouching will be done by professional re-touchers that will make the images ready to be sent to the magazines. The page layout will be designed by the page designer, howe-

ver the photographer will work closely with him in order to ensure the right message comes across. In order to get the desired outcome in the end it is important that everyone works together in a team and decisions are discussed before they are taken. This will ensure that the intended message will be communicated effectively and the editorial will make the desired impact on the readers.

UCK

Shot on location at the iconic blue and yellow Grand Chapiteau, New York, N.Y. Photographer: Michael David Adams Model: Leticia Price, Circul de Soleil cast â&#x20AC;&#x153;Amulanaâ&#x20AC;? Stylist: Beagy Zielinsky Make-Up Artist: Victorija Bowers Hair Artist: Linh Nguyen

Dive into a mysterious world of dreams, a world of romance and extravagance created through newest technological innovations and the most exclusive 3D printed creations

3 CATALOGUE

Garment: One Shouldered Grid Flower Top Fabric: Tulle and Silk Organza Model: Thea Winter Photographer: Ron Kedmi

Dior Exclusive 3D-printed Collection

Garment: embellished Grid Flower Jumpsuit Fabric: Tulle and Silk Organza Model: Thea Winter Photographer: Ron Kedmi

4 MINISITE

OBJE CTI VE S The goal of the Minisite is to inform and inspire the readers about the Dior exclusive 3D-Collection. The website should be very visual while also containing relevant information about this collection.There will be one Menu with three Categories: About Us, Collection and Contact Us. The category Collection will follow the format of a blog. Here the readers can read about the details of this collection as well as look at the preview of the Catalogue and the Lookbook. It also provides them with the information about the photographer and stylists. The Home page will be a static

page that will show a mood-board of the collection that should attract the people and make them interested. The blog will also be linked to Diorâ&#x20AC;&#x2122;s Social Media platform, where the blog contents will also be posted (inititally). However, Wordpress only allowed me to establish a Facebook plug-in, it did not allow me to link it to the other Social Media platforms. The theme of this minisite follows the same theme of the InDesign document. Using the same colour schemes and similar formatting. I aimed to achieve a similar clean, sophisticated and minimalistic design with this website.

Link: https://diorminisite.wordpress.com/

REFERE N C E S

Andjelic, Ana (2015): „Luxury brands must redefine the way they do business“. the Guardian. Abgerufen am 17. 05. 2016 von http://www.theguardian.com/media-network/2015/sep/10/luxury-brands-retailers-china-economic-slowdown. (2016): „Christian Dior History & Timeline by VB.com“. Vb.com. Abgerufen am 17. 05. 2016 von http:// vb.com/dior/. (2016): „Christian Dior SE“. Wikipedia. Abgerufen am 17. 05. 2016 von https://en.wikipedia.org/wiki/ Christian_Dior_SE. (2014): „Dior brand strategy | Dior vs Chanel“. Brandstrategymanagement.wordpress.com. Abgerufen am 17. 05. 2016 von https://brandstrategymanagement.wordpress.com/category/brand-strategy-2/dior-brand-strategy/. (2016): „Dior Communication Strategy“. De.slideshare.net. Abgerufen am 17. 05. 2016 von http://de.slideshare.net/Tiffany2690/dior-communication-strategy. Parischerie, (2016): http://www.parischerie.com/wp-content/uploads/2013/06/1-Nicole-Kidman-Dior-Cannes-2013-468x705.jpg.