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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