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CONTENTS
CONTENTS Figure. 1
01
ABOU T DIOR
02
CO MMU N IC AT ION S M IX
03 04 05 06 07
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ABOUT HISTORY DIOR’S TIMELINE LOGO’S MEANING CREATIVE DIRECTOR BRAND IDENTITY BRAND PERSONALITY BRAND VALUES BRAND VALUES VS ATTRIBUTES BRAND IDENTITY PRISM BRAND ASSET
04 06 08 10 12 14 16 18 20 22 26
ADVERTISING PUBLIC RELATIONS SALES PROMOTION DIRECT MARKETING SOCIAL MEDIA
30 32 34 36 38
CON S U MER S EGM E N TAT ION - DEMOGRAPHICS - GEOGRAPHICS - PSYCHOGRAPHICS
42 44 46
BR AN D COLL ABORAT ION
48
BR AN D AMB AS SADOR
60
DIOR ICON IC LOOKS
72
BI BLIOPGR APHY
80
CONTENTS
3
Figure. 2, 3, 4, 5, 6, 7, 8, 9 4
ABOUT DIOR
ABOUT Christian Dior, the French fashion house has been recognized worldwide for its elegance and timeless femininity since 1946. Dior’s distinct look has influenced the world of fashion from its inception, as a leading company that has been at the top of the fashion hierarchy for over 70 years. Dior maintains its image as a renowned haute couture designer by being both innovative and traditional. Dior changed the game forever with their ready-to-wear apparel, leather goods, accessories, and footwear.
ABOUT DIOR
5
H I STORY A French fashion designer, Christian Dior founded his fashion house Christian Dior in 1946, generally renowned as Dior. Figure. 10
Dior was hoped to become a diplomatic by his family, but he was artistic and yearned to be connected to art. He sold his fashion sketches for roughly ten cents each to make money. Dior dropped out of school in 1928 and received money from his father to open a modest art gallery with his friend. The Great Depression caused his father to face financial difficulties which made him lose control of family business and the gallery was closed three years later. Dior was invited and employed by various fashion designers, Robert Piguet in 1937, Lucien Lelong in 1942, and finally, Marcel Boussac in 1946 which was the first and the last one Dior turned down the offer and make a fresh start by opening a fashion house under his own name.
6
ABOUT DIOR
“Individuality will always be one of the conditions of real elegance.”
- Christian Dior
ABOUT DIOR
7
Figure. 11
Figure. 12
1946
1953
Christian Dior was founded in Paris
Launched his first lipstick and shoes
DIOR’S TIMELINE How it all began ...
1947
19
Yves S ca
1957
Christian Dior, t Launched his first first couturier to debut collection appeared on Ti “Corolle” and his first magazine and la perfume “Miss Dior” on he passed a
Figure. 17 8
ABOUT DIOR
Figure. 18
Figure. 13
957-1960
Figure. 14
Figure. 15
Figure. 16
1970
1996-2011
2016-Present
Saint Laurent be- Marc Bohan created John Galliano Maria Grazia Chiuri, ame creative Christian Dior became the designer took over as the first director Monsieur female creative director
the 1989-1996 2012-2015 ever 1960-1989 Gianfranco Ferre, an Raf Simons, a ime Marc Bohan took over Italian couturier, was Belgian designer ater the creative named the designer became the creative away director place of Dior director
Figure. 19
Figure. 20
Figure. 21 ABOUT DIOR
9
Figure. 22, 23, 24, 25, 26, 27
10 ABOUT DIOR
LOGO’S MEANING The name of the brand’s creator and fashion designer, Christian Dior, is featured as the fashion house’s logo. The Dior logo is a basic wordmark that contains the brand name in the Nicolas Cochin font. Luxury, glamour, prestige, sophistication, and uniqueness are all linked with the Dior logo. As with many luxury brands, it is also a reflection of its creator’s personality. The choice of black and white in the Dior logo conveys a natural sensation of warmth, strengthening the overall design’s power and giving it a classy impression. The whole name “Christian Dior” or the acronym “CD” is the logo of early Dior cosmetics. In recent years, Dior cosmetics design and boutique combination, thus LOGO gradually changed to capital “Dior” on the initial letter to unify with Dior boutique. Dior created a new logo in 2018, steadily replacing the original capital letter “Dior.” The new logo keeps the serif font but converts all four characters to uppercase.
ABOUT DIOR
11
C R E AT I V E DIRECTOR Maria Grazia Chiuri is Dior’s first-ever female who became creative director in seven decades of male leadership as well as since the creation of Dior. Chiuri began her first career at Fendi in 1989. Later on, in 2008, she became a co-creative director at Valentino and eventually Dior. She made her first debut show at Dior in September 2016 for Paris Fashion Week.
Figure. 28 12 ABOUT DIOR
“The hardest thing about being a woman is accepting the ups and downs of emotions. Accepting your weaknesses, and then being able to turn them into strengths.”
- Maria Grazia Chiuri
ABOUT DIOR
13
BRAND IDENTITY
The choice of Christian Dior’s name as a brand name was brilliant at the time because everyone could assume its origin from a French name, and thus associate it with French heritage and elegance. The name change
14 ABOUT DIOR
from Christian Dior to Dior did not effect on these appeals, in fact, it had the opposite effect. It is now easier to pronounce, making it more accessible to people from a wide range of cultures and markets around the world. Apart from its name, Dior’s logo is the easily recognizable iconic, simple, and monochromatic “CD”; it was inspired by Dior’s most iconic outfit, the black and white Bar suit, which features Christian Dior’s initials in black color on a white background.
Figure. 29
Christian Dior introduced his famed “New look” to a stillrecovering post-war society. Working women, on the other hand, adored the concept of power and elegance coming together to empower and inspire. Dior was inspired by women; the fragrance Miss Dior, as well as a springtime dress in 1949, were named after his sister Catherine.
ABOUT DIOR
15
Figure. 30
Elegance must be the right combination of distinction, naturalness, care, and simplicity. Outside this, believe me, there is no elegance. Only pretension. - Christian Dior
16 ABOUT DIOR
BRAND PERSONALITY The brand represents the sophistication, prestige, and uniqueness of a French fashion house that reflects the creator’s personality to its customers. The brand’s heritage of exquisite craftsmanship has continued to this day to present the elegance, conservatism, simplicity, and femininity of their genuine self to customers, as it has done since its inception.
Figure. 31 ABOUT DIOR
17
B R A N D VA L U E S Christian Dior’s values were quality in whatever he did, elegance, and craftsmanship, all of which reflected his distinct talent. His goal wasn’t just to make his customers, all women more appealing. It was also to make them happy and help them dream. He saw himself as a magician who could build confidence in ladies and make them more feminine and magnificent. He believed in the significance of respect and the ability of this fundamental value to bring out the best in all individuals, not just in women. Dior’s values would be elegance, power, classic, stylish, femininity, and personality expressed via striking new designs and high-quality products.
Figure. 32
Aside from concrete characteristics like quality and look, price, distribution, and extra status symbols, Dior makes the consumer feel cooler, more elegant, trendy, smarter, and sexier with the goods. 18 ABOUT DIOR
Figure. 33 Figure. 34
Figure. 35
ABOUT DIOR 19
VALUES Sophisticated Powerful Classic Authentic Simplicity Trendy Relevant
20 ABOUT DIOR
ATTRIBUTE S Feminine Conservative Luxury Distinctive Elegant Exclusive Quality Savoir Faire Figure. 36
ABOUT DIOR 21
BRAND IDEN
PICTURE O
PHYSIQUE
Externallization
Logo Exclusive Quality Dior’s Silhouette
RELATIONSHIP Loyal Elegant Trust-worthy Luxury
REFLECTION
Fashion Conscious Hight Income Stylish Simple but Sexy
PICTURE OF 22 ABOUT DIOR
NTITY PRISM
OF SENDER
PERSONALITY Elegant Conservative Fashionable Feminine
French Luxury Fashion Craftmanship Classic Heritage
Internallization
CULTURE
SELF-IMAGE
High Social Class Elegant Distinctive
F RECIEVER ABOUT DIOR 23
BRAND PRISM BOARD 24 ABOUT DIOR
Figure. 37, 38, 39, 40, 41,
42, 43, 44, 45, 46, 47 ,48
ABOUT DIOR 25
BRAND ASSET Each brand has a logo that represents them; in the case of Dior, the CD logo is instantly recognizable. The Nicolas Cochin font has been used as a logo font since Dior’s inception. The primary color of Dior is black and white which gives the brand a classy, luxurious, and elegant impression. Since the founding of the fashion house, the iconic Dior silhouette has identified itself in a unique way to the globe. It’s easy to know it’s Dior just by looking at it.
Figure. 49 26 ABOUT DIOR
Figure. 50, 51, 52, 53, 54, 55, 56, 57, 58, 59 60
ABOUT DIOR 27
COMMUNI MI
Figur
28 COMMUNICATION MIXS
I C AT I O N S IX
re. 61
COMMUNICATION MIXS 29
Figure. 61
Figure. 62
ADVERTISING
30 COMMUNICATION MIXS
Dior advertises their products in newspapers or on television and they also use specialized media to reach their target audiences, such as Vogue, Harper’s Bazaar, and DiorMeg itself. Dior takes customer relationship management very seriously because they’re a luxury company that values their customer’s loyalty and honors them by giving them the latest product information via email and post. Various celebrities have publicly used the brand’s products, which has given it exposure. They often have celebrities in their fashion shows and campaigns. The Dior website provides details on the various products as well as where they can be purchased. They also communicate their brand advertising channel like billboards. Dior primarily places billboards in major cities like New York, Los Angeles, and London. There are no sales promotion activities undertaken by the brand.
Figure. 63
COMMUNICATION MIXS
31
PUBLIC R E L AT I O N S Figure. 64
32 COMMUNICATION MIXS
In the luxury fashion industry, fashion shows are one of the most popular marketing and communication tactics. Every year, Dior hosts fashion shows for women, men, and kids fashion. Dior also launches the “Christian Dior: Designer of Dreams” exhibition at the Brooklyn Museum, in New York City, the event run from September 10, 2021 to February 20, 2022.
Figure. 65
COMMUNICATION MIXS 33
Figure. 66
Dior must retain their brand image and high quality, so it is quite rare for the brand to participate in sales promotion activities. However, Dior does have sales promotions for their fragrance. Dior fragrance sales campaigns are typically in the form of discounts offered to target consumers or special deals during specific festivals, such as Black Friday, and the Christmas holiday. Customers are also given samples and gifts as sales promotions by merchants. Dior would make a large number of gift sets but only sell them at the same price as individual products to promote products during specific festivals, such as the Christmas box.
Figure. 67
34 COMMUNICATION MIXS
SALES PROMOTION
COMMUNICATION MIXS 35
Direct marketing can help the brand build stronger ties with their target customers and encourage them to buy their products by informing frequent customers when new items are released and about the brand’s relevant activities. When a consumer visits the Dior website, a popup appears with the option to subscribe. The Dior newsletter will then be accessible to individuals. They’re also advertising nice gifts to give to family and friends as the holiday season approaches. Also, Dior does not send spam emails to their customers.
DIRECT MARKETING 36 COMMUNICATION MIXS
COMMUNICATION MIXS 37
SOCIAL MEDIA
38 COMMUNICATION MIXS
In opposed to traditional media, social media allows users to communicate with others more interactively quickly, and easily. Dior is engaging with the audience in a new way by using social media platforms such as Twitter, Facebook, Instagram, and a YouTube channel. They use social media to showcase their latest collections as well as brand advertisements and celebrities who wear their label. They publish recordings from fashion week, runway events, and their most recent campaign commercial on YouTube. This is an excellent way to communicate the brand because it helps them to reach a wider customer market. COMMUNICATION MIXS 39
CONS SEGMEN
Figure
40 CONSUMER SEGMENTATION
UMER N TAT I O N
e. 68
CONSUMER SEGMENTATION
41
DEMOGRAPHICS
Dior’s target customers are men and women in their 20s to 40s who have a four-year degree or higher education and a stable job in a high position such as businessman/woman, freelancer, lawyer, or brand owner and come from the upper-middle and upper-class social groups. Although Dior has a higher-end consumer, they also have a lower-end consumer. The lower-end customer is someone who does not spend money on expensive items such as apparel, preferring instead to buy products such as makeup and fragrances as it’s in a lower price range.
42 CONSUMER SEGMENTATION
Figure. 69
Figure. 70
The target customers include both married and unmarried, widows or widowers with or without kids, large families, or living alone from all ethnicities.
CONSUMER SEGMENTATION 43
Worldwide revenue share of Christian Dior by geographic region of delivery in 2020
Figure. 71
Since the target customer has a high salary and expectation for living standards, they prefer to live in luxury and exclusive rental properties like penthouses or mansions located in high rental areas.
44 CONSUMER SEGMENTATION
GEOGRAPHICS Dior’s target market is primarily concentrated on large, crowded cities such as the United States, China, Japan, the United Kingdom, and South Korea. Diverse cultures, people, and races characterize these cities. Furthermore, urban cities are attractive destinations for travel and shopping, resulting in significant purchasing power.
CONSUMER SEGMENTATION 45
PSYCHOGRAPHICS
Figure. 73
Dior’s target consumers lived in busy city life. During their free time, they like to hang out with their family or friends in a private place in the most luxurious areas in the city. Host a small banquet on the top floor of a five-stars restaurant, only inviting intimate people to catch up on life. Go to an art gallery, purchase a masterpiece artwork, then go to a café to have a coffee and enjoy a little “me time” moment.
Figure. 72 46 CONSUMER SEGMENTATION
They are affluent shoppers who enjoy shopping and are fashion-conscious. They shop once every one or two months. They keep up with the trends but tend to be more classy and elegant. They are social media users and influencers who enjoy sharing about their lifestyles and purchases. Traveling is a part of their lives, for both work and fun. On a long haul of a holiday, they would go and experience new places to give meaning to their lives. For instance, going to a private beach resort, sailing a private yacht, swimming, and snorkeling. Figure. 74
CONSUMER SEGMENTATION 47
BRA COLLABO
Figur
48 BRAND COLLABORATION
AND O R AT I O N
re. 75
BRAND COLLABORATION 49
DIOR X SACAI The Dior and Sacai capsule is the outcome of an exciting encounter between two Houses, revealing hybrid pieces that combine Dior tailoring and quality with the Japanese label’s sporting style and technology. Both Houses’ signature codes result in a variety of stylish menswear pieces in black, white, and other muted tones. The Sacai brand name appears as an “I” within the iconic Dior logo, thereby acknowledging the two fashion houses’ collaboration. Sacai-style sportswear is combined with Dior’s signature sharp lines and excellent tailoring. Each look depicts a dialogue between Japanese and French fashion, resulting in a mix of modernism and tradition that Jones is recognized for in his solo work.
Figure. 76 50 BRAND COLLABORATION
Figure. 77, 78, 79
BRAND COLLABORATION
51
DIOR X CACTUS JACK Monsieur Dior’s and the American rapper’s childhoods collide in a unique interaction that is reflected in this Dior collection. The Dior codes are recreated to express the collection’s sunny spirit, from the toile de Jouy becoming a “Toile de Cactus” to the Dior Oblique motif becoming the Dior and Cactus Jack
Oblique, where the letters of the Dior logo and those of the American rapper’s creative label intertwine. The Tailleur Oblique is back with daring curves and a long-andlean design, fusing elegance and a sporting spirit in acid-hued tones, a unique tailored look.
Figure. 80 52 BRAND COLLABORATION
Figure. 81 BRAND COLLABORATION 53
Figure. 82, 83, 84 54 BRAND COLLABORATION
D I O R X K AW S The line includes a selection of athletic pieces with the house’s iconic Bee logo redesigned by renowned Brooklyn street artist Brian “KAWS” Donnelly. T-shirts, sweaters, and track jackets bearing the Dior logo are highlighted with KAWS’ updated Bee motif, as well as a chest patch inspired by name tag stickers. To complete the athleisure-inspired look, the collection includes leather bags with jacquard “Christian Dior” branding, as well as high-top shoes with all-over logos and a selection of oversized sunglasses.
Figure. 85 BRAND COLLABORATION 55
Dior created the Air Dior Capsule for ready-to-wear and accessories to coincide with the release of the limited-edition Air Jordan 1. The collection blends the timeless shapes from Jordan and Dior, bringing basic sportswear into high fashion, with the same color palette as the shoes, from navy blue to white.
Figure. 86
56 BRAND COLLABORATION
DIOR X NIKE AIR JORDAN One of the highlights of the Dior autumn 2020 men’s show in Miami was when the models walked down the catwalk wearing Air Jordan 1s with Dior designs. On the 35th anniversary of the famous Air Jordan 1, Nike teams up with Dior to release the Air Jordan 1 High OG Dior, a limited-edition sneaker that combines high-fashion
with streetwear. Since the house’s beginning in 1947, the silhouette has been hand-painted in the color known as Dior Grey. On the side, the Nike Swoosh features Dior’s Oblique motif. On the upper, the iconic Jumpman Wings symbol is imprinted, with “Air Dior” below it, representing the greatest of both design houses.
Figure. 87 BRAND COLLABORATION 57
DIOR X S H AW N S T U S S Y This cooperation is with Shawn Stüssy as an artist, not with the brand Stüssy as it now stands. Kim Jones, a longtime fan of Stüssy, drew Shawn out of retirement to bring Stüssy’s flavor to Dior while elevating it to couture status. The upgraded features include beading, embroidery, Ikat, Jacquard, and Double Face Cashmere. The Dior Stüssy line will go down in fashion history as a must-have for every collector, streetwear fan, or luxury lover. Shawn Stüssy brings his unique artistic styling to a couture house like Dior, creating this psychedelic-looking pattern with the word Dior repeated in a blend of Stüssy’s innovative fonts.
Figure. 88 58 BRAND COLLABORATION
Figure. 89, 90, 91
BRAND COLLABORATION 59
BRA AMBAS
Figure
60 BRAND AMBASSADOR
AND SADOR
e. 92
BRAND AMBASSADOR
61
KIM JISOO Figure. 93
62 BRAND AMBASSADOR
Figure. 94
Jisoo from BLACKPINK has been appointed as Dior’s global ambassador for fashion and beauty. Jisoo “perfectly encapsulates the House’s contemporary femininity,” the fashion house said, citing her as a significant inspiration for their upcoming Autumn/Winter 2021 collection. According to Launchmetrics, she appeared in the brand’s most popular Instagram post at Paris Fashion Week last fall, which produced $614,000 in Media Impact Value. This was nearly double the quantity of the previous season’s most popular post.
BRAND AMBASSADOR 63
Sehun from EXO is the new face of Dior Men. He has gained another career chance as the newest Global Ambassador of the prestigious brand Dior Men in October 2020. “As an ambassador, I want to match DIOR’s style with me, try a new challenge, digest it my way, and show DIOR anew with my own charm. I think this is the way the artist became an ambassador,” he said, expressing his admiration for DIOR.
Figure. 95
All of the brands agree that Sehun was chosen to represent their company because he has a natural trendy style that he features wherever he goes.
64 BRAND AMBASSADOR
Figure. 96
OH SEHUN BRAND AMBASSADOR 65
A NGE L A B A BY In April 2017, Anglababy, a Chinese-born, Hong Kong-raised model and actress, was named Dior’s first-ever Chinese brand ambassador.
Figure. 97
When it comes to forming partnerships, Dior CEO Sidney Toledano told WWD that it’s not about how many followers they have or how many millennials they can attract. It all comes down to having ambassadors that exude the elegance he wants. Angelababy’s elegance and poise are reminiscent of his favorite actress, Audrey Hepburn. “She is the one and only,” he exclaims.
66 BRAND AMBASSADOR
Figure. 98
BRAND AMBASSADOR 67
Figure. 99
68 BRAND AMBASSADOR
Figure. 100
Robert Pattinson, the Twilight star and the next Batman, was named the new brand ambassador for Dior Homme fragrance in 2013. In 2016, he also became the first brand ambassador of Dior Men. He starred in the Dior Homme fragrance campaigns “The Film” and “I’m Your Man,” demonstrating his charisma and attractive looks.
ROBERT PAT T I N S O N BRAND AMBASSADOR 69
Jennifer Lawrence, the Oscar-winning actress, has been a Christian Dior brand ambassador since 2012. The actress initially appeared in a Dior handbags campaign in 2013, then as a beauty ambassador in the Dior Addict Lipstick campaign in 2015, and so on.
JENNIFER L AW R E N C E 70 BRAND AMBASSADOR
Figure. 101
Figure. 102
BRAND AMBASSADOR
71
DIOR ICONIC LOOKS From Yves Saint Laurent through Maria Grazia Chiuri, Christian Dior’s legacy has been carried on since his death in 1957. These six successors have proved crucial to the couture house’s continued success while adding their own distinct vision to the brand.
72 DIOR ICONIC LOOKS
Figure. 103
CHRISTIAN DIOR’S NEW LOOK With a collection of whirling long skirts and nipped-in waists with fitted jackets, Christian Dior established his own brand. This “new look” was praised around the world for bringing in a significant break from postwar austerity and revolutionizing the feminine silhouette. DIOR ICONIC LOOKS 73
Yves Saint Laurent’s designs were as carefully made and perfectly proportioned as Dior’s, but they were softer, lighter, and more comfortable to wear. His Trapèze collection was the spark for his international success. Figure. 104
YVES SAINT LAURENT’S TRAPÉZE DRESS 74 DIOR ICONIC LOOKS
MARC BOHAN’S GAMIN SUIT The designer gained a reputation for his exquisite yet conservative designs. He’s come up with the “Slim Look,” a slimmed-down version of Dior’s trademark silhouette. Unlike the New Look, which was almost sculpted to the body, the Slim Look draped more freely and had a gold waistline.
Figure. 105
DIOR ICONIC LOOKS 75
The Italian designer, named “the architect of fashion,” caused quite a stir with his Balmy Summer Breezes collection, which featured caftan jackets and drawstring organza designs inspired by India. Figure. 106
GIANFRANCO FERRÉ’S I TA L I A N F L A I R 76 DIOR ICONIC LOOKS
JOHN GALLIANO’S T H E AT R I C A L GOWNS His love of theatre defined the designer’s unique mix of romanticism, feminism, and modernism, with sculptured forms that harked back to original Dior styles.
Figure. 107
DIOR ICONIC LOOKS 77
C
He made a notable departure from Galliano’s theatrical years, presenting a series of minimalist designs. In an interview with Vogue, he stated, “I want people to wear my collection on the street.” Figure. 108
RAF SIMON’S MINIMALIST C R E AT I O N S 78 DIOR ICONIC LOOKS
MARIA GRAZIA CHIURI’S POLITICAL S TAT E M E N T Her first show carried a strong message: we should all be feminists. It represents a new direction for Dior, relying on the house’s deep history to build a feminist future.
Figure. 109 DIOR ICONIC LOOKS 79
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