D I O R PARIS
Sara Juhaniakova BA Fashion marketing & communication, Level 5, 2018-2019 5FAMK003C Visual and video techniques CWK1 Nicolas Godon
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DB IOR
RAND BOOK CREATED BY
SARA JUHANIAKOVA
INDESIGN PROJECT BRAND MAGAZINE 2019
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index
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I. History of La Mansion Dior II. Corporate profile III. Market position IV. Communication V. Task VI. Target VII. Goals VIII. Inspiration IX. Editorial. X. Lookbook XI. Website XII. Refrences
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HISTORY OF MANSION DI Ch
ristian dior is one of the most well-spoken designers and well-known as the one of the most luxurious french couture designers. The successul times of dior has strarted in paris on february 12, 1947. Europe has just suffered from the second world war. During these times, women in france have been wearing very conservatve and strict style with a dark, heavy and straight silhoutte. The war was over and it was perfect timing to strast something new. It was the moment when christian dior has decided to organised his first
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fashion show. The first model was wearing a skirt with very tiny waist and full skirt. The look symbolised ultra-femminity , sensuality and it underlined women’s natural curves. A new young and cheerful woman was born and everybody wanted “new look”, the fashion revolution was christian had just created.Carmel show the chief of american harpers bazzar explained after the fashion show: “ your dresses have such a new look! It is quite revolution christian.” Happy times had returned and the success of dior started to be unbelievable.
“it’s like a revolution, Christian! “
OF LA DIOR
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corporate Dior is available worldwid e with their own mono brand stoers, multibrand stores, onlne and made to order stores. Nowadays, Dior operates with 235 boutiques and currently Dior is reducing the number
ments from the stock. Department
of its licences in order to achieve an
stores or smaller boutiques selling
efficient management. Dior’s dis-
their clothes and other products as
tribution has expanded to the 165
well. Dior’s head office is located
DFS outlets. Next to their own DOS
in Paris., France where the creative
stores , the brand also sells prod-
director Maria Grazia Chiuri de-
ucts through shop-in-shop stores.
signes upcoming collections. She
Outlets are also used as an efficient
wants to convey an emotion connect-
way hot ot get rid of unsold gar-
ed to the brand of passion,extrravagancy like a fairytale. Today Dior’s competitors are Burberry, Chanel, Gucci,Prada Valentino and Versace.
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profile we have to move this brand to the future. Not everybody is coming to show, people meet the brand in the shop.They should understand immediately that something has changed.�
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market position D
s position at the top level
in
world.
the
fashion
Furthermore,
49 billion dollars has brought Dior to the leading position number one of the fashion industry. Dior ry,
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is
symbol
elegance
and
of
luxu-
excellence.
D
ior is a luxury brand with high market position. The brand is reaching out to a luxury target
Dior has made about 50 billion dollars in total in one year. Because of enormous success, Dior has entered Forbes chart and has taken 459th position.
consumer with an exclusive lifestyle.The high position is crucial for the brand image and to match their values. Moreover, Dior offers classic product in terms of timeless designs and extravagant haite couture to cover different needs of the target consumer. Dior is available worldwide with exclusive clothes, shoes, accessories , fragnances for both women and men to attract a broad audience.
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COMMUNICATIO
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Dior has a great loyal customer base to the base because of the fact that the company has built up a relationship with their customes. 20% of their clients represents 80% of the revenuy of the brand. Dior recieves attention because of ther extravagant fashion shows.When looking back to
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the brand communication in the past, it was mainly focused on the product. for example, in the movie called Alfred Hitchcock’s
strange fright 1950 where Marlene Diertrich was wearing dior. Today product placemenet is still being organised in well-known movies and series such as Sex and the city. Dior is also seen on many red carpet events such as Golden Glove or Oscar. Dior is also famous for its creative window displays, their exclusive campaigns , videos and
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task
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Dior has three main characters of the brand that are shown through their communication strategies and their communication and their marketing techniques. These three characters represent the total brand image that dior wants to create and convey. The first character represents the elegant and strong woman
that
is independet
and visual displayed as a godess.the second character represents the image of the female devilwith thepower of seduction.the visual codes are related with black magic and suggesting that women who wear dior has the power of taking what they want.the third is the innocatn girl that s well behaved and has an im-
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target
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Target is considered to be an upper middle class with a sense of
classy
and
elegant
style.
Taking in consideration the brand’s
pricing
startegy,
Dior focuses om a cathegory includinf middle aged consumerts with high income and stable job being able to and willing to invest in luxury fasion products. The age of consumer is 235 and more, including female and male target , kids as well while all habing high taste of fashion and usually know what they are paying for.
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THE MAIN GOAL OF THE NEW COLLECTION ARE HERE TO FOCUS MORE ON THE TRUE SPIRIT OF DIOR. MANY PEOPLE DO NOT KNOW WHAT IS BE-
g o a l s 18
HIND THE STORY OF THE BRAND, ITS VALUES OR BRAND IDENTITY.THAT’S WHY THIS COLLECTION IS COLLECTION IS GOI-
TO RECOGNISE THE BRAND MORE EASILY.
ING TO INCLUDE THE ESSENCE OF FRENCH HERITAGE, AND
BEAUTY
LUXURY.
BTY
CREATING THIS, PEOPLE SHOULD BE ABLE
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inspir
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ration
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editioial
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E
DITORIAL R I E F
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B
E
DITORIAL
INSPIRATIONS COME FROM DEEP
ROOTS OF DIOR. THE GOAL IS TO PRESENT
THE TRESSURE AND BEAUTY FOUND IN IDENTITY OF THIS FAMOUS LUXURY FASHION BRAND WITH HUGE HERITAGE AND LONG HISTORY. ROOTS OF DIOR COMES FROM FRANCE, BASED ON THE FACT IT WAS FOUND BY FRENCH DESIGNER.
IN
THIS WAY, EDITORIAL IS GOING TO BE CREATED IN VERSAILLE, WHICH IS EPIDEICTIC HERITAGE OF FRANCE BREATHING WITH GOLD AND LUXURY. IN THE SAME WAY AS DIOR BRAND DOES. THE SECOND IDEA CAPTURED IN IDETORIAL IS THE MEANING OF WORD DIOR. GOD IN FRENCH
IS CALLED ‘‘DI’’
WHILE “OR” MEANS GOLD. IN THIS WAY, MEANING OF NAME AND LOCATION HAVE CLOSE RELATION. THE
EDITORIAL IS ALL ABOUT
HIGHLIGHTING
THESE MEANINGS , INCLUDING GOD, GOLD AND POMPOSITY IN COMBINATION WITH FEMALE FEMININE BEAUTY AND SEXAPPEAL.
AS DIOR
HIGHLIGHS THESE VALUES IN WOMEN FOR DECADES.
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stylistST
The stylist of the collection
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is going to be
famous french
stylist based in paris. He is one of the most opwerful fashion stylist in the word. He has many work experience even from different fashion brands such as valentino or
alexander wang.
make up and hair
make up and hairstyle will be givent to hand of famous designers with the best services. the collection is about highlighting the luxury and unique part of the brand, so everything has to follow the goal. natural look of models is going to be highlighted with more bright colors to make the balance between clothes which are moslty in one color. hairstyle is going to include many variations, but all of the are going to be tight to the back of the head 29
MODELS FOR THE COLLECTION ARE GOING TO BE FRENCH MODELS . THIS COLLECIION IS ALL ABOUT FRECH ESSENCE AND HERITAGE. IN THIS WAY. THE CHOICE OF MODELS IS FOCUSED ON FREMCH BEAUTY. MAJORITY OF MODELS ARE GOING TO BE BRUNETTES WITH BROWN HAIR AND VERY SOFT , CLEAN, ELEGANT NATURAL LOOK. AS THE MAIN MODEL OF THE COLLECTION WILL BE RPESENTED GABRIELLE CAUESIL, WHICH IS PROTOTYPE OF FRENCH BEAUTY WHICH I WANT TO COMMUNICATE. LIKEWISE, THE BRUNETTE FAMOUS MODEL WHO WILL APPEAR IN THE COLLECTION IS KEIRA. EVEN THOUGH SHE IS NOT FRENCH, HER LOOK FITS
“eau naturelle”
THE REQUIREMENTS FOR THE COLLECTION.
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MODEL
L CASTING 31
editorial p r e v i e w
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lookbook
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LOOK BOOK IS GOING TO BE ABOUT LONG EVENING DRESS WITH MANY DETAITALS. THE MOOD OF THE LOOK BOOK IS POMPEOUS, LUXURY, FULL OF BRIGHT FULL OF GOLDEN COLOR TO HIGHLIGHT THE TOUCH OF LUXURY. ALL OF DRESSES POINT OUT THE BEAUTY OF WOMEN SILHUETTE AND HAVE TINY WAIT AND TIGHT TOP. THE LOWER PART OF DRESSES IS WIDE AND LONG, MADE FROM EXPENSICE FABRICS SUCH AS ORGANZA.
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Photo og raphe r : Yan n is Vl amo Fash ion St y list : Karl Templer Hair st y list : Tomo Jid ai Ma ke up: Pe t ros Pe t r phol Mo del: S ara h St amp l
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Photo og raphe r : Yan n is Vl amo Fash ion St y list : Karl Te mpler Hair st y list : Tomo Jid ai Ma ke up: Pe t ros Pe t r phol Mo del: Nichol as Mayova
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Photo og raphe r : Yan n is Vl amo Fash ion St y list : Karl Te mpler Hai r st y list : Tomo Jid ai Ma ke up: Pe t ros Pe t r phol Mo d el: C e c i l a C ane p a 46
website
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