RKL-FR026 ASSIGNMENT 1 Visual Merchandising for Retail
Student Name
Lai Yit Teng
Student ID
001F14919
Programme
Diploma in Fashion Retail Management
Term/Year
Jan 2021
Lecturer
Ms.Michelle Pong
Submission Date
03/03/2021 (Week 8 )
1.0
Brand History
1.1
The 4Ps
1.2
Customer Profile
1.3
VM Concept
Pre-fall 2019
1.8
Areas of Improvement
20-21
4
1.9
Brand References
22-23
5
2.0
Bibliography
1.6
8-11
E-commerce
Virtual Reality
2-3
Visual Displays
Augmented Reality
Advantages
1.5
Social Media
1.7
6-7
1
Store Layouts
UI & UX Design
TABLE OF CONTENT
1.4
12-16
18-19
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Background Christian Dior is a French designer. He established his first private house on 16th December 1946, at 30 Avenue Montaigne Paris B. The set up known as couture house became a vital part of an influential and well-settled textile business that was already operated by Boussac with an initial capital of 6 million and 80 employees as the workforce. Christian Dior's expertise and vision beautify each possible opportunity introduced a unique style and cuts in apparel design, much known for its narrowed and full busts, skirts as corollas, soft shoulders, and waists as narrow as lianas. Dior's first show began in 1947 with six girls in Paris. His rich designs made him successful in the post-war era, and his brand expanded into accessories, perfumes, and furs rapidly. Dior suffered his heart attack and died during his vacation in Italy, at the age of 52.
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Product Assortment
Dior designs markets leather goods, ready-
4P'S
to-wear, footwear, f a s h i o n accessories, timepieces, jewelry, makeup, fragrances, etc. Miss Dior and Poison are parts of the hot fragrances produced for women, Higher cater, and Jules to men. The company produces make-up products, for example, mascaras, foundation, powder, blush for the face, liners and gloss for lips, lipstick, primers for eyes, and various other products and also Scrubs, serums, toners, masks are available as part of the skincare regime.
Price
Dior markets are targeted products for the highc l a s s a n d h i g h - i n c o m e g r o u p w i t h h e l p o f i t s quality assurance and exclusive creations. Dior targets customers who are elegant with social distinctiveness. The product quality is premium, with a premium pricing policy for it. Dior also has developed a relationship based on trust with its customers and its high-end customers that have helped the company premium prices.
to
survive
and
grow
on
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Promotion Christian Dior brand does not market its products through traditional media such as Newspaper adverts or TV adverts. Instead, it published Ads only through specific channels such as Vogue magazine to caters to its target segment. Christian Dior takes customer relationship management seriously as it is a luxury brand which enjoys loyalty from its customers and rewards them by sending them latest news regarding new products through emails and post. The brand has received visibility through various celebrities using its products publicly. Moreover, it frequently uses several celebrities for its fashion shows and campaigns running on its website. The Christian Dior website offers information regarding the various products and the points of purchase. The brand does not undertake any sales promotion activities. This completes the Christian Dior marketing mix.
Place Dior is available in approximately more than 210 locations in the world. Dior distributes its offerings through various channels such as e-commerce sites, exclusive stores, and high-end shopping malls to perform the products available globally. Dior's French website also launches a VR store to offers shoppers a 360-degree, 3D e-commerce experience online. Users can virtually browse the store’s Maison Christian Dior collection and zoom in on items and order through the brand’s online shop.
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Name : Kylie Jenner, Rihanna. Age: over 25 years old Gender: Female & Male Income: RM 15,000 per months and above Jobs: Celebrities, Dancer, Entrepreneur Market: High taste, high educations, high income relatively Social status: high Favorite Brands: Chanel, Louis Vuitton, Prada, Bottega Veneta, etc. Shopping Budget: once or more than once in 3 months Interest: Shopping, Drawing, Dance, Reading, etc. Boundaries: all over the world
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Dior Goes Retro-Futuristic For Men’s Pre-Fall Campaign 2019 The Dior man emerges in a crossfire of laser beams in this strong series of perceptions for the pre-fall 2019 collection campaign by Kim Jones, The Dior’s Creative Director. In the campaign, the eye is drawn to a hypnotic, a metallic variation on the house logo by Hajime Sorayama, the Japanese artist who cooperated with the artistic director of Dior menswear on both the collection and the show décor.
Intertwining the colored lasers reflect on silvery walls, sculpturally illuminating the conceptions in the pre-fall 2019 collection and interacting with the shimmering effect of the costumes. The magnificent show has set to the rhythm of iridescent rays projected onto a colossal gleaming robot sculpture made by Sorayama especially for the event, it lifted the veil on the house’s first-ever men’s pre-fall collection, Japanese culture, and android-inspired motifs. models pose as a living tableau, individually and collectively embodying the spirit of the times uniquely — a celebration of Dior heritage and ultramodernity.
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POP-UP STORE Washington DC
store layouts The interior of the pop-up store is including metal capsules, mirrors, and chrome details that mimic the android sheen of the collection’s materials and colors. The product assortment within the pop-up features is a range of ready-to-wear and accessory silhouettes highlighting Soroyama’s artwork of his signature feminine robots alongside Japanese-inspired foliage. In addition to the collection at the pop-up shop, the Dior store will also have other men’s clothing including suiting and shoes.
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store layouts DIOR RETRO-FUTURISTIC POP-UP STORE in Chengdu, China. The products including sweatshirts, T-shirts and accessories, etc The interior of the pop-up store in Cheng Du, China in retro-futuristic decor is mixing with mirror effects and cherry blossom. Dressed using the usual tooling and monogram print, Mr. Sorayama's artwork highlighting a floral print and floral pattern can be seen riddled throughout. The collection features cherry blossom motifs, images of Sorayama’s robots, and the retrofuturistic reinvention of the Dior logo by Sorayama. It is worth mentioning that Dior Men will sell some merchandise that highlighting Chengdu elements for the first time in the world.
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DIOR RETRO-FUTURISTIC POP-UP STORE Washington DC
The DIOR RETRO-FUTURISTIC POP-UP STORE in Washington DC designed similar pods, the inter-connectable minimalist spaces are modular and able to adapt to any environment. Next to the store is a five-meter-tall robot sculpture designed by Japanese artist Hajime Sorayama which took inspiration from the futuristic theme.
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Visual Display DIOR RETRO-FUTURISTIC POP-UP STORE in Chengdu, China.
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Visual Display of DIOR RETROFUTURISTIC POP-UP STORE in Chengdu, China. A
Ten-meter-tall
robot
sculpture
designed
by
Japanese artist Hajime Sorayama was front and center made an appearance at the courtyard of the Guangdong Hall inside the Sino-ocean Taikoo Li in downtown Chengdu. In the hall, visitors can take a close look at the robot sculpture designed by Mr. Hajime Sorayama.
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Visual Display Guangdong, China. Dior also held a light show at the Guangdong Hall inside the Sino-ocean Taikoo Li Chengdu on April 23 and unveiled its pop-up store in the hall, which is the brand's first one of its kind in China.
Dior selected to have a pop-up store in the courtyard of the Guangdong Hall inside the Sino-ocean Taikoo Li in downtown Chengdu and the mash of Chinese Courtyard building and Dior having good chemistry. r Men will sell some merchandise that highlighting Chengdu elements for the first time in the world.
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Dior's Websites
UI & UX DESIGN
Augmented Reality Dior opted for a minimal design, to keep it luxurious but also convenient for the customer. The logo is centered on the top, featuring the title of the actual page next to it. Big images scroll behind all the text contents. The navigation bar is fixed on the top, creating a small border that is repeated all around the display below the logo of Dior. So, their customer is clear to search for the product by the listing of categories. The description will clearly be shown beside the photo when customers pressing into the items that they wish to view.
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SOCIAL MEDIA INSTAGRAM 34.6 M FOLLOWERS
Augmented Reality Dior Homme First preview the collection on 23rd April 2019 via Instagram which gained a lot of positive feedback within a short period and the video had more than a hundred thousand views.
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微信
THE DIOR GUIDE TO SELLING LUXURY ON WECHAT 2016 Dior, an e-commerce-shy luxury brand took a digital move forward by selling a limited number of the Lady Dior handbags directly to consumers on the public WeChat account The message told their followers to respond the next day for a “surprise,” accompanied by photos of the bags. It sold out within a day, each bag selling for 28,000 yuan ($4,210). Payments for the bag were accepted through WeChat’s payment system Alibaba’s Alipay tool.
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AUGMENTED REALITY (AR)
Taking inspiration from '' Dior Homme Pre-fall 2019 FUTURISTIC POP-UP STORE'' in Guangdong, China. Users can wear an AR robot mask through the browse and share the AR photo to social media ( Facebook ) for check in to the location of the Pop-up store.
Instagram filter Dior also Launches a New Augmented Reality Filter on Instagram. You can bring those Fall 2019 Teddy Girl looks to your Instagram stories without leaving the house. Users can recreate some of Dior’s standout sunglasses, Colorquake by using the Instagram/Facebook app. Users are invited to become part of the Dior universe and try on the Colorquake sunglasses, cycle through the colorways, and share their Dior campaign with their friends on social media. will also have other men’s clothing including suiting and shoes.
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VIRTUAL REALITY (VR)
Dior creates its own virtual reality headset
Dior offers the ultimate immersive experience with backstage access to its latest runway show by Dior Eyes, the virtual reality headset. The headset is equipped with high-definition image resolution and integrated holophonic audio, creating a 3D immersion and sensation of 360° vision, letting visitors move about in the virtual universe into the backstage world at a fashion show.
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Well-designed Pop-up Environment Before the audience enters the store, a well-designed, eye-catching, pop-up store greets the eye of the audience, right next to the Dior logo design by Hajime Soroyama, the audience able to take a glance at the latest products of the brand by looking through the squareshaped glass. As soon as the audience walks into the pop-up store with every product placed so neatly and they will have a pleasant shopping experience because Dior maximizes the potential of the pod-like pop-up environment.
Attractive Statue A five-meter replica of Hajime Soroyama's robot sculpture that was created specifically for Dior's Pre-Fall '19 runway show right beside the pop-up store can grab the attention of the audience, attract the people who pass by the desire to check out what’s inside the store. Other than that, Brand can get a lot of exposure and differentiate themselves with others brand and makes the brand memorable.
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MV & tuoyal erots fo segatnavdA
Powerful color Metallic Silver is the distinguished color of riches, has cool properties like grey but is more fun, lively, and playful. Besides, the color is associated with the meanings of industrial, high-tech, sleek, and modern, as well as sophisticated, glamourous, elegant, and graceful. Dior uses metallic silver as its main color throughout the collection addition to flora elements within the store and outside of the store to showcase its brand pursuit for modern and elegant.
Increase the brand’s publicity Dior announced the collaboration with Legendary artist, Hajime Sorayama via social media and everybody was digging it for both fans for Dior and Hajime, good comment, likes, and shared by a lot of celebrities such as ASAP ROCKY, and the celebrities shared the news on their page too and make the brand name even popular, good collection or collaboration can make the name or the image of the brand go skyrocket.
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Areas Areas of of improvement improvement
Operate more in a different Country
The Natural of Pop-up Store
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One of the biggest issues of the pop-up store is the pop-up store only operates at a few countries which are United States, Japan, Hong Kong, and China and therefore people that in a different country are unable to attend this pop-up store and they can only view it via social media or the net. Therefore, Dior should hold more pop-up stores in more countries to match the rising demand of the brand. Dior can also launch their pop-up store in well-developing countries such as Singapore, Thailand, and Malaysia.
The limited-time of the pop-up store Each pop-up store in a different country has a different operation time and their average operation is 8 to 10 days and a lot of people couldn’t visit it because of the short operation time. Besides, most of the people have to work 5 to 6 days a week and therefore the short amount of time became an issue for people who wants to go the pop-up store. The brand needs to extend the time duration for more people able to go to the pop-up store. Other than extending the time of the pop-up store, The brand can also use VR shopping technology to preserve the pop-up store.
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Areas of Improvement Areas of Improvement
Experiment with the Style Dior hasn’t changed a lot since the past few years and customers can get bored from time to time, such as the similar window display and similar color selection. Dior should experimental with their style to amaze the audience by trying different things such as trying different colors, different design language to keep up with the new generation.
Emerging Technology to the brand
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Dior is a traditional brand that wants their customer to try their products in the physical store, but since the number of people who do online shopping increasing every year and the brand also criticize for lack of usage of the
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technology. Therefore, The brand should adopt new technology such as VR Fitting, VR Shopping to continue bringing excitement to the people who love the brand. The brand can also implement the VR Fitting to the Pop-up store the brand new way to try out the garment.
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Brand Brand References References
Burberry created an animal kingdom-themed pop-up store in China that featured
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lime-green statues of giraffes, monkeys, gorillas, and birds to reflect its animal kingdom-inspired summer collection. The pop-up stores were equipped with augmented reality (AR) technology that allowed customers to scan items in the store and moving images of flying birds showed up on their smartphone screens. This allows customers to have a brand new and exciting offline shopping experience because you can touch the products and enjoy the fun and cool animation from their phone. This broke the boundaries and pushes the pop-up store to another level. This is able to resolve the problems of the limitation of the pop-up store. Moreover, customers also able to share their experience via social media, and Burberry can get extra exposure.
L'Oréal-owned high-end skincare and beauty label Lancôme has just debuted its first-ever virtual pop-up store, exclusively for Singapore where consumers can access the flagship in the comfort of their own homes through a specified link. By combining the online and offline shopping experience, the physical store is replicated through live chatbots and pulsating hotspots within the virtual flagship to guide the consumer. This makes customers feel like they in the popup store and able to interact with live chatbots to answer their problems and find out which products best for them. Everyone can benefit from this virtual pop-up store without going out in the pandemic and makes them feel how much fun can be shopping online especially at this very moment.
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Louis Vuitton works with one of the best Interior Designers and Architects in the United States of America – Peter Marino to designs three to seven Louis Vuitton shops a year and each different to maximize the shopping experience and customers will never able to guess what happens next. Good interior design allows brands the opportunity to be bold with their spaces and attract customers in an entirely new way. Through innovative designs and bold signage, stores have the potential to create an immersive environment that ensures the brand sticks in the mind and greatly increases the chances of a customer returning.
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Nike Air Jordan and Facebook Messenger Bot Collaboration Our first selection of Nike campaigns is regarding the collaboration between Nike Air Jordan and Facebook Messenger bot. During designing this campaign, Nike teams up with conversational AI platform Snaps. The project is delivering content from the Air Jordan blog, Jordan.com, and Jordan 13 Newsweekly to the users. It divides into 3 categories: Air Jordan, shop, and watch. Messenger bots enable two-way conversations and give people a unique opportunity to connect with Nike’s Air Jordan. The bot is generating open rates of 87%, far outpacing the typical 15% to 20% it sees from emails.
Brand References
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Bibliography Bibliography Bang, M., 2019. Dior Launches a New Augmented Reality Filter on Instagram. [Online] Available at: https://www.lofficielusa.com/pop-culture/dior-instagram-stories-filter-fall-2019 [Accessed 24 2 2021]. FLORA, L., 2019. Brands look to VR e-commerce to replace the in-store experience. [Online] Available at: https://www.glossy.co/beauty/brands-look-to-vr-e-commerce-to-replace-the-in-store-experience [Accessed 27 2 2021]. luxuryretail, 2019. Dior pop-up store in Chengdu, China - Luxury Retail. [Online] Available at: https://luxuryretail.co.uk/13096-2/ [Accessed 25 2 2021]. SNOWDEN, H., 2019. DIOR CELEBRATES PRE-FALL '19 COLLECTION WITH RETRO-FUTURISTIC POP-UP STORES. [Online] Available at: https://www.highsnobiety.com/p/dior-pre-fall-2019-pop-up-store/ [Accessed 24 2 2021]. ukessays, 2019. An Overview Of The Christian Dior Marketing Essay. [Online] Available at: https://www.ukessays.com/essays/marketing/an-overview-of-the-christian-dior-marketing-essay.php?vref=1#citethis [Accessed 24 2 2021]. wowessays, 2019. Brand Analysis: Marketing And Communication Strategy - Dior Reports Example. [Online] Available at: https://www.wowessays.com/free-samples/brand-analysis-marketing-and-communication-strategy-dior-reports-example/ [Accessed 24 2 2021].
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