Word Dior
Word Dior
Word Dior
1. Profile
-1905: Dior is a luxury French brand that was founded by designer Christian Dior.
-1946: 30 Avenue Montaigne was the place where the Dior label would flourish.
-1947: The “New Look” was born, Dior’s most iconic style was making its way into women’s wardrobe all
around the world.
-Dior sells a range of products such as women and men’s fashion, Baby Dior, a range of makeup and
skincare, jewellery and fragrance and one that not many people know about home ware.
2. Identity
-Dior uses the font Nicolas Cochin, this font gives Dior its stand out point and makes the logo well
known.
-The designer logo is black and white using simplicity to make it easy for the consumer to recognize.
-The brand still uses the lily for the valley in its plants outside the stores as well in their product. The lily
of the valley is a truly integral part of the branding and brand.
3. Consumer
-The brand is not just for one age group. The brand is diverse covering all age groups, from its baby Dior
to its women and men collections.
-Although people from all around the wolrd are buying Dior, the main consumer for Dior at the minute is
Middle Eastern women.
-Another big consumer for Dior is the Chinese, “ around 80% of luxury items purchased by Chinese
consumer are bought during a trip abroad, especially in Europe”.
-A regular consumer for Dior tends to have extensive disposable money, as it is such a luxury brand and
has an expensive price tag.
4. Positioning
-Dior’s main competitors are Chanel, Gucci and Prada, these are high-end luxury brands.
-The Dior brand executes Confidence, style and sophistication in every line they produce.
-Dior uses its USP (unique selling point) is that thay have always kept the heritage of the brand since
Dior him-self.
-Dior uses its ESP (emotional selling point) to draw the customer in.
-The brand makes the consumer feel important and valued every time one steps into their store or sale
area.
5. Communications Mix
5.1. Advertising
- One of the main ones being with adverts on the television. Using this media to advertise is an
expensive but powerful way to promote a brand.
-A common form of advertising in the fashion industry is with print. Dior advertises their fashion brand
in many magazines, the main one being Vogue and Harper’s Bazaar.
-Another way they communicate the brand though advertising is with billboard. Dior mainly places
billboards in main cities such LA, New York and London.
5.2. PR
-The brand also has begun a sponsor-ship with the Princesses Grace Foundation, that awards grants in a
form of schoolarships, apprenticeships and fellowships to people in the Arts.
-Dior also uses celebrity endorsement with names such as Robert Pattinson and Charlize Theron with
many more big names to target a younger market.
- A popular way of doing this in the fashion industry is with trade shows. One of the biggest trade shows
Dior is apart of is Fashion week.
+) Packaging
- Dior’s packaging reflects the brand as a luxury brand, with the white surface and the Dior logo.
- The men’s is a black surface with the logo a different shade of black with slight shine.
- The Dior stores are filled with shades of greys and light pinks. They are designed to make the
consumer feel important.
- Do not use a loyalty scheme or discount however the makeup and skincare as well as the
fragrances can be sold in stores where they might be discounts.
- With Christmas coming up they are also advertising great gifts to family and friends.
- A good thing about Dior is that it does not send you spam email.
- Using sites such as Facebook, Twitter, Google, Tubular and Instagram as well as Youtube
page Dior is communicating excitement about the brand.
- On Youtube, they also do video from fashion week and runway shows as well as backs stage
access.