Dior
Communication Strategy
H
Dior
 Christian Dior was a French fashion designer
 1946- The founder of one of the world’s top fashion house, also ca...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
C...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
M...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Dior
Product
Price
Distribution
Communication Mix
• Women
• Men
• Baby
• Make up
• Fragrance
• Skincare
• Jewelry
• Timepi...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
h...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
M...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Product Placement : Before
Product Placement : NOW
HOLLYWOOD BOLLYWOOD
Public Relations: Harrod’s Dior Exhibition
The Mini- Theatre and Dior Cafe
Red Carpet: Oscars, Golden Globe, BAFTA
Boutique Openings: Cocktails And VIP Dinner
TAIPEI MIAMI
Sales Promotions: Doll’s Window Display
Dior : Set of Three Volumes
Pop up stores
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
1...
Digital Communications
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
D...
Dior
THANK YOU
GRAZIE
─Xie Hanke
─Lee Hsiang Ting
─Ansaardeep Chahal
─Tiffany D’Souza
─Rhea Bhandari
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Dior Communication Strategy

  1. 1. Dior Communication Strategy
  2. 2. H Dior  Christian Dior was a French fashion designer  1946- The founder of one of the world’s top fashion house, also called Christian Dior  Dior launched his first fashion collection for Spring-Summer 1947. The new collection went down in fashion history as the "New Look"  1996- John Galliano was appointed head designer as he had creative talent close to that of Christian Dior  Production of Dior Haute Couture was spun off into a subsidiary named Christian Dior Couture in 1995 HISTORY
  3. 3. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior BRAND IDENTITY Colors Basic: black, grey and white Fabrics: High-end fabrics such as silk, , worsted wool, taffeta, gorgeous embroidery products, etc. Lines: promotes concepts of femininity and glamour that have been imprinted in the heritage and values of the brand from the 1940s until now. Stylistic Symbols: Dior logo is different from other brands, the clothes without any CD or Dior clearly marked. The clothing marked "Christian Dior Paris" is the only identification method.
  4. 4. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Consumer Position Dior Age: 25-over Market: -High taste -High education -High income relatively Gender: male, female and kids Social status: high Shopping budget: once in 3 months Boundaries: all over the world TARGET Consumer Position
  5. 5. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior BRAND IMAGE Elegant Romantic Classic Trendy Emphasizes luxury Feminine Red carpet
  6. 6. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET M Dior Hermes Louis Vuitton Versace Prada YSL Dior Chanel Lanvin Gucci Miu Miu Valentino Louis Vuitton Versace Prada YSL Chanel Lanvin Classic Tradition Causality (sport) Gucci Miu Miu Valentino BRAND POSITION Modern Trend
  7. 7. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior The direct competitors for Dior are: Chanel, Gucci, Saint Laurent, Versace, Prada, Hermes and Armani. Reconsideration of Coco Chanel traditions. Ultra-glamorous Avant-garde, grotesque Fashion, glamour and sexiness Quality, creativity and exclusivity. Quality, creativity and exclusivity. . Modern, stylish COMPETITORS
  8. 8. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior Product Distribution Communication Mix Price
  9. 9. Dior Product Price Distribution Communication Mix • Women • Men • Baby • Make up • Fragrance • Skincare • Jewelry • Timepieces • Dior phone
  10. 10. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior Product Distribution Communication Mix Price Product Distribution Communication Mix WOMEN • Clothes: 3000up£ • Shoes: 400-890£ • Small leather goods: 220-900£ • Bags: 700-25000up£ • Accessory: 135-900£ • The jewels: 115-887£ MEN • Ready to wear: 150-1800£ • Shoes: 370-760£ • Lather goods: 140-2050£ BABY • Girls: 110-860£ • Boys: 70-700£
  11. 11. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior Product Distribution Communication Mix Price Product Place Communication Mix  Currently Dior operates 235 boutiques worldwide.  Clothing is exclusively sold in the Dior stores.  Currently Dior is reducing the number of its licenses in order to achieve efficient management.  Retailers carry only the licensed products  Dior’s distribution has expanded to the 165 DFS outlets
  12. 12. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior Product Distribution Communication Mix Price Product Distribution Communication Mix Communication Mix AD EVENTS EXHIBITION DIGITAL COMMUNICATIO N CRM & DIRECT MARKETING PERSONAL SELLING
  13. 13. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET http://www.youtube.com/watch?v=0vmjmkNRLgk Dior ADVERTISING http://www.youtube.com/watch?v=0vmjmkNRLgk Dior
  14. 14. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior ADVERTISING
  15. 15. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Museum Dior EXHIBITION Museum: Mounted in Villa Les Rhumbs in Granville, where Christian Dior spent his childhood, the exhibition will attempt to show how this couturier's designs were partially linked to the Impressionist movement.
  16. 16. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior CRM & DIRECT  LOYAL CUSTOMERS ARE THE BEST ADVERTISING  The golden path to loyalty is satisfaction  Build a preferred relationship with best clients  20% of clients represent up 80% of revenues  Real reward  Dior Loyalty Program  Sending the latest news through e-mail or mail  Recording each amount you pay  Giving the invitation for pre-sale of new coming collecting
  17. 17. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior FASHION SHOWS
  18. 18. Product Placement : Before
  19. 19. Product Placement : NOW HOLLYWOOD BOLLYWOOD
  20. 20. Public Relations: Harrod’s Dior Exhibition
  21. 21. The Mini- Theatre and Dior Cafe
  22. 22. Red Carpet: Oscars, Golden Globe, BAFTA
  23. 23. Boutique Openings: Cocktails And VIP Dinner TAIPEI MIAMI
  24. 24. Sales Promotions: Doll’s Window Display
  25. 25. Dior : Set of Three Volumes
  26. 26. Pop up stores
  27. 27. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET 11,695,092 Dior ONLINE PRESENCE Dior iPhone app brings the latest and the best ranging from runway shows, make up items, perfumes, skincare products, ready to wear collection, watches and also very beautiful wallpapers. Read on to find out more about Dior on the iPhone. Dior on Facebook, about 11,695,092 like it Dior on Twitter, about 1,929,207 like it It is possible to find all the Dior video from YouTube and youku The digital magazine of the house of Dior is online
  28. 28. Digital Communications
  29. 29. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior PERSONAL SELLING Entering : • Gently greeting with smile • Keeping a comfortable distance Process • Patient to customers • Giving suggestions • Taking a look of visual pad • asking for trial Questions and Services: • Answer any questions about the product • Trying to give their best services Personal selling is where businesses use people to sell the product after meeting face-to-face with the customer.
  30. 30. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior Shopping Experience
  31. 31. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior The Dior Boutiques in Milan 1.Dior –Milan Via Montenapoleone 12 20121 Milan Women’s fashion, Dior Phone, Watches, Jewelry 2.RINASCENTE- Milan Via Agnello 10 Women’s fashion, Baby Dior, Watches 3.Dior Homme- Milan Via Montenapoleone 14 Men’s fashion, Watches LOCATION
  32. 32. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior - Well lit - Bright light with elegant atmosphere - Geometric, structured layout - Underline quality of products - The shelves of store are decorated in 56 different varieties of the color-GRAY, a reference to Christian Dior's favorite color - are used throughout. STORE
  33. 33. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior  Beautifully, laconically decorated shop window  Installations illustrating men- and women’s wear collections.  Model displayed  Spring/Summer 2013 collection WINDOW DISPLAY
  34. 34. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior  Dress Code • Sophisticated formal attire • Black suit for man • Gray Suit for woman  Behavior • Generally informative • Friendly • Helpful • Insisted on one-to-one services  Attitude • No assistance could be provided to ONLY Hindi speaking customers • Chinese speaking assistant was available SHOP ASSISTANCE
  35. 35. Elite Luxury (supreme or inaccessible luxury) Mid level luxury (lifestyle or mainstream luxury) Accessible luxury TARGET Dior PRIVATE SHOPPING • This is targeted to very exclusive and VIP customers. It is never on open display in the showroom and can only be presented in private, by appointment only. Sales aimed at 1 per customer, in order to limit bag visibility and keep it exclusive for longer.
  36. 36. Dior THANK YOU GRAZIE ─Xie Hanke ─Lee Hsiang Ting ─Ansaardeep Chahal ─Tiffany D’Souza ─Rhea Bhandari
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