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Dior crisis campaign Dior crisis campaign Presentation Transcript

  • CHRISTIAN DIOR: REGAINING PUBLICCONFIDENCE CAMPAIGN (“Dior Logo Ring,” 2010) By: Katie Ulrich, David Sigmund, Katie Goodling, Helen Anderson and Michele Hladik
  • The Crisis Who is John Galliano? Thursday, February 24, John Galliano and anti Semitic remarks spew forth February 28 – Second complaint – old video released “Your mothers and forefathers would all be gassed.” March 1 Public opinion backlash imminent – Natalie Portman first to speak out (“Fashion Designer…,” Negative press could be damaging 2001)
  • Previous Actions Dior acts quickly Galliano suspended after Café altercation Galliano after video release Toledano releases written statement Top: Dior Owner Toledano makes special Bernard Arnault (Testino, 2010). appearance at Paris Fashion Left: Dior CEO Sidney Toledano Week (“Sidney Toledano,” 2005)
  • Previous Actions AnalysisWe agree with... How the situation was handled The initial statement that was released by Diors CEO How the fashion show was conducted (“United Fashion States,” 2011)
  • Analysis Cont.We agree with... The decision to suspend Galliano The decision to fire Galliano Dior Owner Bernard Arnault (Alderman, 2011)
  • Our Proposal Zero tolerance policy Final apology Support Jewish organizations Force apology from Galliano Hire a replacement as soon as possible (“The Fashioiste,” n.d.)
  • WHY DIOR SHOULD CHOOSE OUR PR FIRM Knowledge Experience Deadline & teamwork oriented Proven track record Solid recommendations (“Dior in Shanghai,” 2010) (“Dior Logo Ring,” 2010)
  • ReferencesAlderman, L. (2011, March 5). Off the catwalk, the battle for Hermes. The New York Times. Retrieved March 8, 2011, from http://www.nytimes.com/2011/03/06/business/06luxury.html?_r=1.Alexander, E. (2008, April 20). John Galliano. Vogue. Retrieved from http://www.vogue.co.uk/biographies/080420-john- galliano-biography.aspx.Bio. (2011). John Galliano biography. Retrieved from http://www.thebiographychannel.co.uk/biographies/john- galliano.html.Dior logo ring. (2010). Jewelry Trends. Retrieved March 13, 2011, from http://www.myjewelrytrends.com/2010/06/dior- logo-ring.htmlDior in Shanghai. (2010). A Life of Style. Retrieved March 13, 2011, from http://alifeofstyle.com/in-store/Dior logo ring. (2010). Jewelry Trends. Retrieved March 13, 2011, from http://www.myjewelrytrends.com/2010/06/dior- logo-ring.htmlDouglas, Joanna. (2011, March 7). Christian Dior show goes on without Galliano. Shine. Retrieved March 9, 2011, from http://shine.yahoo.com/channel/beauty/christian-dior-show-goes-on-without-galliano-2462206.Fashion designers: John Galliano. (2001). Urban Model. Retrieved March 13, 2011, from http://www.urbanmodels.co.uk/fashion_galliano.phpGivhan, R. (2011, March 7). Galliano erased at Christian Dior. Retrieved March 8, 2011, from http://news.yahoo.com/s/dailybeast/20110307/ts_dailybeast/12790_designerjohngallianoerasedatchristiandiorrun wayshowinparis.Haines, L. (2011, March 1). Natalie Portman slaps John Galliano. Retrieved from http://www.theregister.co.uk/2011/03/01/portman_galliano/..
  • References Cont.Melendez, S. (2011, March 7). Dior loses famous designer after anti-Semitic rant. Retrieved from http://kykernel.com/2011/03/07/dior-loses-famous-designer-after-anti-semitic-rant/.Milligan, L. (2011, March 6). John Galliano latest. Retrieved from http://www.vogue.co.uk/news/daily/110225- john-galliano-arrested-in-paris-for.aspx.New York Fashion. (2011). Christian Dior. Retrieved from http://nymag.com/fashion/fashionshows/designers/bios/christiandior/.Real Style Network (2011). Fashion News: Dior Fires John Galliano. Retrieved March 8, 2011, from http://www.realstylenetwork.com/index.php/fashion-and-style/2011/03/fashion-news-dior-fires-john- galliano/.Sidney Toledano. (2005). In Tangible Asset. Retrieved March 13, 2011, from http://www.intangibleasset.com.pt/news/0505/ee/notee051805story1.htmThe Fashioniste. (n.d.). Retrieved from http://www.thefashioniste.com/67.htmlThe Straights Times. Dior suspends top designer Galliano after alleged assault. (2011, February 11). Retrieved May 10, 2011, from http://www.straitstimes.com/BreakingNews/Lifestyle/Story/STIStory_639123.html.Testino, M. (2009). Being Bernard Arnault. The Wall Street Journal. Retrieved March 13, 2011, from http://magazine.wsj.com/features/the-big-interview/being-arnault/United Fashion States. (2011). Retrieved March 14, 2011.White, R. (2011, February 28). Film of Gallianos racist rant in bar. Retrieved from http://www.thesun.co.uk/sol/homepage/news/3436757/Film-of-John-Gallianos-racist-rant-in-bar.html