Dior General Report

LUXURY RETAIL MANAGEMENT DIPLOMA IN FASHION RETAIL MANAGEMENT MS, SABI SOHRABI REPORT1

CASE STUDY | RETAILING MODEL | MARKETING STRATEGIES

LAI YIT TENG | 001F14919 | 17 JUNE 2020 ( WEEK 5 )

contents 1 Summery 3 Introduction 4 Background 6 Price luxury Brand Positioning

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The Luxury Positioning Map 8 Product Segmentation 10 Product Assortment 11 Retail Experience 12 Service Quality 12 Physical Evidence 13 Brand Storytelling 14 Conclusion 15 References

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Summery This report is to conduct a case study on luxury retailing strategies and we decided to investigate and analyses luxury retailing of Christian Dior as an extension of a brand market positioning.

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Introduction DIOR is a French-based fashion brand; it also is the part of Louis Vuitton Moet Hennessy and it belongs to the world's largest luxury group. The main focus of

our

discussion

would

be

the

Brand

Analysis,

which will include the brand market positioning, brand

identity,

and

brand

marketing

strategies

adopted by Dior.

The report will highlight the Dior retailing strategy as part of the brand market positioning and overall marketing strategies & Brand communication, and how it sits within the larger context of the brand identity and overall marketing strategies.

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Background Christian Dior is a French designer and he established its 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. Its first show began in 1947 with six girls in Paris.

His opulent designs made him became successful in the post war era, and his brand expanded into accessories, perfumes, and furs rapidly.

Unfortunately,Dior

suffered

his

heart

vacation to Italy, at the age of 52.

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attack

and

died

during

his

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Price Dior markets its products for the high-class and high-income assurance customers

group

and

help

exclusive

who

distinctiveness.

with

Its

are

of

its

quality

It

targets

with

social

creations. elegant

product

quality

is

premium,

with a premium pricing policy for its. Dior has developed a relationship based on trust with its customers and its high-end customers that have helped

the

company

to

premium prices.

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survive

and

grow

on

luxury Brand Positioning

UltraLuxury

Luxury Premium AffordableLuxury

Diagram above shown the Luxury Positioning of Luxury Brand Image above shown the interior design of DIOR in Suria KLCC.

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The Luxury Positioning map

Diagram above shown the Luxury Positioning Map of Luxury Brand

Firstly, Based on Price and exclusive attribution for fashion brands,The comparing

Luxury to

Louis

Positioning Vuitton,

map

is

shown

Chanel,Burberry,

and

above Prada

brands. Dior is more exclusive with a high price. Second,its product’s quality, warranty, image are crucial.

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Product Segmentation

UltraLuxury

Premium

Mid Range

Entry Level

Image above shown the Product Segmentation of Dior

The product segmentation of Dior is divided into four levels which bring in revenue for the company. It operates in segments such as entry

levels

–The

fragrance

and

makeup

product,

accessories product, Premium-The bag, and Ultra luxury-The The watch and jewelry.

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mid-range-The

Product Assortment Dior

designs

fashion

and

markets

leather

accessories,timepieces,

goods,

jewelry,

ready-to-wear,

makeup,

footwear,

fragrances,

and

others. Miss Dior and Poison are parts of the hot fragrances produced for women , Higher cater and Jules to men.The company produces mascaras, foundation, powder, blush for face, liners and gloss for lips, lipstick, primers for eyes, and various other products under its makeup kit. Scrubs, serums, toners, masks are available as part of the skincare regime.

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Retail Experience Dior is available in nearly more than 210 locations in the world. Dior distributes

its

offerings

through

various

channels

such

as

e-

commerce sites, exclusive stores, and high-end supermarkets to perform the products available globally. It is convenient for their customer. Dior's French website also launches a VR store to offers shoppers Users

with

can

a

360-degree,

virtually

browse

3D

e-commerce

the

store’s

experience

Maison

online.

Christian

Dior

collection and zoom in on items and buy through the brand’s online shop.

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Service Quality Dior gave a luxury experience and

higher

service

quality

Image above shown the interior design of DIOR in Suria KLCC.

Physical Evidence

that is crucial to its customer experience. The staff of Dior is

The

well-

visual aspect of the services and

train

with

high-

physical

evidence

is

the

performance.

Therefore,the

product

customer

feels

respect

customer. As a pose to its brand

satisfied

with

professional the

the

stuff's

explanation.

after-sale

and

service,

For Dior

provided

image,

DIOR’s

KLCC

is

minimalist,

store

to

the

in

presented

Suria as

gallery-like.

a This

offers its customers a range of

could draw the attention of the

repair

customers to the products and

services

products

for

any

purchased

in

makes the shopping experience

boutiques and on Dior.com.

more enjoyable.

Dior's

VIP

invited

to

guests its

will

fashion

be

shows

but however other customers can also viewing the fashion shows

on

the

DIOR’s

Dior.com

carrier

website.

packaging bag

minimalistic

and

have design

the to

fit

the image and aesthetic of

Image above shown the packaging of DIOR’s product.

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the brand to portrait a very clean yet luxurious look.

Brand Storytelling Dior spawned the adjective, “New look”, which was seized upon by

the

press

and

women

expressed

by

the

power-dressing

utilitarian look of the 40s. Dior's early recognition of design thinking was inspired by travel, architecture, love of art and cultures, brought shape, curves and seduction.

With The Alice in wonderland experience, and it reinforced, as if it needed doing, his introspection. Shows like this are where ideas are shaped. One day,Steve Jobs(Founder of Apple) in his downtime days visited one gallery in French after another for inspiration. it’s in spades and some impressions become evident to Dior’s legacy.

Travel, take ideas from elsewhere, involve your public, depart from the norm if necessary, exercise your talent, work with a team and take care of your name. The production of the House of Dior was created.

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Conclusion In

conclusion,

Dior

is

excellent

to

targets into the ladies’ favorite goods and keep developing well. Dior sets the price into four levels segmentation to target with profit

different good as

customer product

service well.

can of

status

of

and

Each

enjoy

increase level

the

Dior.These

customers its

of

the

service

and

are

also

the

factor that makes Dior stand stability in the luxury fashion world.

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References 1 IEssays, UK. (November 2018). An Overview Of The Christian Dior Marketing Essay.

Retrieved from https://www.ukessays.com/essays/marketing/an-overview-of-the-christiandior-marketing-essay.php?vref=1 2 WowEssays. (2020, March, 05) Brand Analysis: Marketing And Communication Strategy - Dior Reports Example. Retrieved June 16, 2020, from https://www.wowessays.com/freesamples/brand-analysis-marketing-and-communication-strategy-dior-reports-example/ 3 FLORA, L. (2020, 4 21). Brands look to VR e-commerce to replace the instore

experience.

Retrieved

from

glossy:

https://www.glossy.co/beauty/brands-look-to-vr-e-commerce-to-replace-thein-store-experience

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