Creativity & Luxury

DIOR

INDEX

DIOR

History

Mission & values

Company portfolio

Brand Identity & DNA

INNOVATION

Trends

Business gap

Business objectives

STRATEGY

Design Materials & Manufacturing

Stewardship

TARGET AUDIENCE

Customer Persona

Customer experience

Customer Journey

CATEGORY REVIEW

Competitor Analysis

1. 2.

3.

Business & Product portfolio

Brand Sustainability

Positioning

MARKET RESEARCH

Legal

Safety & hygiene

Import Export

Christian Dior launched his first collection in 1947, which became known as the "New Look." This collection was characterized by its full skirts, nipped-in waists, and feminine silhouettes

1947

HISTORY

French luxury brand

1957

In 1950, the "Lady Dior" bag was launched & gained popularity soon after, it was made for Princess Diana and was unofficially named from Chouchou to Lady Dior with her blessings in 1996

1996

Following Christian Dior's death in 1957, the brand was taken over by his assistant, Yves Saint Laurent. His collections featured pieces that were softer, lighter and easier to wear.

6 Successors after Christian Dior

2016

LVMH acquired the Paris-based couture house in 2017 in a $13.1 billion deal. Prior to the deal, Groupe Arnault, which is the private holding company holding owned and controlled by Bernard Arnault, was the only declared major shareholder in Christian Dior since 1984

2017

In 2016, it was announced that Maria Grazia Chiuri would succeed as the artistic director. This was huge leap for the French fashion house, as Grazia Chiuri is the first woman to ever hold the position of AD. "

VISION

"Christian Dior started the brand with a vision to make women feel beautiful and reach their inner elegance" . He wanted to give women the taste of their lightheartedness, the art of seduction. He believed women always kept that hidden somewhere within them even in the most dramatic circumstances [www.dior.com (n.d.)].

PinkBlush

blush-pink shade of his childhood home

"Pink was the gentlest of colors, that of happiness and femininity.” It is the color of the heart.

every woman should have something pink in her wardrobe” [La Réserve Magazine Rethinking Luxury (2017)].

Gray(TrianonGray)

For Mr.Dior, it was the color of elegance and re nement.

It was chosen in 1946 to adorn the Rue Montaign collection.

The colour has the power to be versatile and can glorify different moods & aesthetics.

Black&White

The colours create a synchronized balance between luxury, sophistication & purity, simplicity.

Goldaccents

The brand uses hints of gold in its designs which denote poise, opulence, drama & expensive.

Red

The iconic #999 lipstick marks 70 years since it was launched. CD's favourite color was red, the color of boldness, show off & passion.

DIOR PORTFOLIO

MISSION

To only leave beauty as a legacy

INNOVATION

PRODUCTS

"flowers as our legacy"

Spun it as it is made of gold

CONDITIONER HAIR MASK

Haircare diversity & inclusivity

Customised haircare products that cater to people with different types of hair through formula innovation.

Flower science & innovation

More advanced product formulations and an increasing range of natural ingredients through flora and fauna will be the main catalyst.

INNOVATION

DIOR MISSION

Natural ingredients

Sustainability

Sustainable packaging and preserving for the future through organic, biodegradable materials are Dior's key mission strategy.

Growing Technology will help to analyse different types of hair textures and scalp and provide personalised recommendations. Innovations such as stem cell-based technologies and identification of microRNAs are prelavant in the market. Eastwood (2022)

Technology

DIVERSITY

Coloured or chemically treated hair

TREATEDHAIR

Flat, thin & oily hair

VOLUMIZING STRENGHTENING

Weak, dry and grey hair

STRAIGHTHAIR

CURLYHAIR

HIBISCUS COCONUT POMOGRANATE

M A T E R I A L S

ROSE

HANDPICKED

CHIASEEDS

DIORGARDENS

PLANTBASED

S U S T A I N A B I L I T Y

RECYCLED PLASTICBOTTLES

REFILLABLE

HIGH QUALITY INGREDIENTS

A feeling of exclusivity and luxury can be added to these products by using rare, high-quality ingredients that grow in the DIOR gardens

PRODUCT CORE

RESOURCE

FRAGRANCES

Reminds you of your childhood garden

SUSTAINABLE

SUSTAINABILITY

Refillable pouches and elegant minimalist packaging - that Dior has been using for years.

PACKAGING

The user experience in our products will be improved and a feeling of indulgence will be created by using distinctive and expensive floral based fragrances, following the history of Monsiuer Dior.

PACKAGING

Each of these products will be packed in creative, minimalistic, elegant recycled plastic bottles which can later be refilled from pouches and satches sold by Dior.

shampoo bottles

PRODUCT DESIGN

Taking inspiration from various Dior ranges like the Dior J'adore, the Dior Saddle, our products will be designed and packaged in similar styles.

conditioner / mask

serum

saddle pouches

packaging

CATEGORY REVIEW

41%

36% Other brands

According to a 2020 McKinsey & Company survey, 75% of customers said they would be ready to pay extra for environmentally friendly packaging.

DIOR

COMPETITOR BRAND VALUES

Classic

Timeless designs

Daring

Playful

Aesthetic

Creative

Elegance

Modernity

Classic

Iconic monogram print

Iconic Birkin

Kelly Bags

HAIRCARE

Competitor haircare penetration

Hair Oil

BRAND POSITONING

Luxury haircare brand positioning

Affordable

Organic Luxury

Chemical

MARKET PENETRATION

CELEBRITIES

WORKING WOMEN

INFLUENCERS

TARGET AUDIENCE

HIGH-NET WORTH

DIORCONSUMERS

STATUS SEEKING

RICHFAMILIES

PSYCHOGRAPHIC

Wanting to feel included in the exclusive

Likes being associated with luxury brands

Cares about sustainability

Wants organic products

Pinterest

Instagram

Youtube

Tik-Tok

Fashion blo

MARKET ANALYSIS

LEGAL CONSIDERATIONS

LICENSES

General product s regulations (GPSR)

CPSR MHRA

INTELLECTUAL PROPERTY RIGHTS

opy rights rademarks uality check