Dior : A journey of a global brand
Dior : A journey of a global brand
Executive summary
This report will analyses the brand Christian Dior. It will discuss the main facts of the company’s history as well as going into a brief description of what is happening currently in the brand. A report will go into detail about the brands identity as well as key facts about the brand consumer and its current position in the market. It will also give an overview explanation the communication mix and how Dior communicates its brand to the consumer.
Executive summary
This report will analyses the brand Christian Dior. It will discuss the main facts of the company’s history as well as going into a brief description of what is happening currently in the brand. A report will go into detail about the brands identity as well as key facts about the brand consumer and its current position in the market. It will also give an overview explanation the communication mix and how Dior communicates its brand to the consumer.
Dior Brand Story
Dior is a luxury French brand that was founded by designer Christian Dior. Christian Dior bought his first couture house in Paris in 1946 after working for Robert Pigue and Lucien Lelong. His first couture house; 30 Avenue Montaigne was the place where the Dior label would flourish. As soon as Christian Dior saw this little townhouse he knew this was going to be the new home of House of Dior . Less than a year after buying his first house he released his inaugural label on the 12th February 1947. The ‘New Look’ was born; Dior’s most iconic style was making its way into women’s wardrobe all around the world. After over a decade of success Christian Dior sadly passed away in 1957. However, the house continued its success when Yves Saint Laurent took over as art director. the Dior brand was being passed along till the brand reached John Galliano in 1996. On the 50th anniversary Galliano released his first collection.
The brand in July 2016 made history with appointing its first female Creative director Maria Grazia Chiuri. Maria previously worked for Valentino but made her debut in Dior with her first show in September 2016 for Paris fashion week. After 70 years the Dior brand has never been better. Dior still prides it’s self in being a well-known brand. Dior sells a range of products such as women and men’s fashion, Baby Dior, a range of makeup and skincare, jewelers and fragrance and one that not many people know about home ware. The methodology used to collate the primary research was in a trip to London.
Dior Brand Story
Dior is a luxury French brand that was founded by designer Christian Dior. Christian Dior bought his first couture house in Paris in 1946 after working for Robert Pigue and Lucien Lelong. His first couture house; 30 Avenue Montaigne was the place where the Dior label would flourish. As soon as Christian Dior saw this little townhouse he knew this was going to be the new home of House of Dior . Less than a year after buying his first house he released his inaugural label on the 12th February 1947. The ‘New Look’ was born; Dior’s most iconic style was making its way into women’s wardrobe all around the world. After over a decade of success Christian Dior sadly passed away in 1957. However, the house continued its success when Yves Saint Laurent took over as art director. the Dior brand was being passed along till the brand reached John Galliano in 1996. On the 50th anniversary Galliano released his first collection.
The brand in July 2016 made history with appointing its first female Creative director Maria Grazia Chiuri. Maria previously worked for Valentino but made her debut in Dior with her first show in September 2016 for Paris fashion week. After 70 years the Dior brand has never been better. Dior still prides it’s self in being a well-known brand. Dior sells a range of products such as women and men’s fashion, Baby Dior, a range of makeup and skincare, jewelers and fragrance and one that not many people know about home ware. The methodology used to collate the primary research was in a trip to London.
Identity
“A company’s brand identity is how that business wants to be perceived by consumers.”
The Dior brand is named after the founder of the brand and designers Christian Dior. According to Dillion. S, 2011,86 it takes a longer time for brands that don’t use the name of the designer of the brand to become a household brand. Dior has been a popular high end fashion name the past 70 years and is well known because of the founder Christian Dior. Although Dior shows its self as a luxury brand the logo is simple but effective. 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. Dior prides its self in using flowers in their products. This goes back to the heritage of Dior as Christian Dior himself loved flowers and nature (a passion for gardens and flowers, according to a sales assistant from House of Dior on new bond Street one of Dior’s favorite flowers was the lily of the valley. It is said that he carried one everywhere with him for good luck. you can see this come through to the brand as 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. Another great thing about Dior brand is that there is heritage in every collection piece.
Identity
“A company’s brand identity is how that business wants to be perceived by consumers.”
The Dior brand is named after the founder of the brand and designers Christian Dior. According to Dillion. S, 2011,86 it takes a longer time for brands that don’t use the name of the designer of the brand to become a household brand. Dior has been a popular high end fashion name the past 70 years and is well known because of the founder Christian Dior. Although Dior shows its self as a luxury brand the logo is simple but effective. 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. Dior prides its self in using flowers in their products. This goes back to the heritage of Dior as Christian Dior himself loved flowers and nature (a passion for gardens and flowers, according to a sales assistant from House of Dior on new bond Street one of Dior’s favorite flowers was the lily of the valley. It is said that he carried one everywhere with him for good luck. you can see this come through to the brand as 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. Another great thing about Dior brand is that there is heritage in every collection piece.
Consumer
Fashion begins and ends with the consumer. Without a consumer they would be no one to buy the brand. Getting the right target market is crucial to building a good brand, as you need to know whom you are selling too. The Dior brand is not just for one age group. The brand is diverse covering all age groups, from its baby Dior (for young children) to its women and men’s collections. A store assistant in Harrods believes that the people who mainly buy Dior are in there 40’s/50’s however he believes the real cliental are people who wear Dior everyday not just for special occasions. A regular consumer for Dior tends to have extensive disposable money, as it is such a luxury brand and has an expensive price tag. Although people from all around the world are buying Dior, the main consumer for Dior at the minute is Middle Eastern women. A reporter from Reuters stated, “Women from the Middle East have become the world’s biggest buyers of high fashion”. 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”. Both these groups spend a lot of money at Dior as they are able afford it. With Britain also leaving the EU the British pound has gone down meaning shopping in Britain is even cheaper than it was before, bringing more consumers in for Dior. There are different consumers in the market, which seek different needs. A company normally adapts their products to meet the needs of other consumers. Although Dior has a higher end consumer, they also have a lower end consumer. This is someone who doesn’t spend money on the more expensive products such as the clothing wear. The lower end consumer will only buy products such as the makeup and fragrances as they have a lower price range, but may want to own a luxury product, or prefer the expensive feel of the product.
Consumer
Fashion begins and ends with the consumer. Without a consumer they would be no one to buy the brand. Getting the right target market is crucial to building a good brand, as you need to know whom you are selling too. The Dior brand is not just for one age group. The brand is diverse covering all age groups, from its baby Dior (for young children) to its women and men’s collections. A store assistant in Harrods believes that the people who mainly buy Dior are in there 40’s/50’s however he believes the real cliental are people who wear Dior everyday not just for special occasions. A regular consumer for Dior tends to have extensive disposable money, as it is such a luxury brand and has an expensive price tag. Although people from all around the world are buying Dior, the main consumer for Dior at the minute is Middle Eastern women. A reporter from Reuters stated, “Women from the Middle East have become the world’s biggest buyers of high fashion”. 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”. Both these groups spend a lot of money at Dior as they are able afford it. With Britain also leaving the EU the British pound has gone down meaning shopping in Britain is even cheaper than it was before, bringing more consumers in for Dior. There are different consumers in the market, which seek different needs. A company normally adapts their products to meet the needs of other consumers. Although Dior has a higher end consumer, they also have a lower end consumer. This is someone who doesn’t spend money on the more expensive products such as the clothing wear. The lower end consumer will only buy products such as the makeup and fragrances as they have a lower price range, but may want to own a luxury product, or prefer the expensive feel of the product.
Brand Positioning
Customers adopt position with regard to each of the qualities, when they compare us with our competitors. Dior’s main competitors are Chanel, Gucci and Prada, these are high-end luxury brands. Dior’s USP (unique selling point) is that they have always kept the heritage of the brand since Dior himself, Dior stated. True Luxury requires genuine materials and the craft man’s sincerity The Dior brand executes confidence, style and sophistication in every line they produce. Kapferer states this is how the brands distinct characteristics make it different from its competitors. 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 sales area. Kapferer goes on to recognize that the Dior relationship symbolizes the desire to shine like gold. This comes through with their short film for J’adore the Dior fragrance. The new J’adore campaign take us on a sensory journey, back to the basics, a rebirth” (J’adore, 2016) it is being advertised as women feeling young again. which is what everyone women striving for.
Brand Positioning
Customers adopt position with regard to each of the qualities, when they compare us with our competitors. Dior’s main competitors are Chanel, Gucci and Prada, these are high-end luxury brands. Dior’s USP (unique selling point) is that they have always kept the heritage of the brand since Dior himself, Dior stated. True Luxury requires genuine materials and the craft man’s sincerity The Dior brand executes confidence, style and sophistication in every line they produce. Kapferer states this is how the brands distinct characteristics make it different from its competitors. 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 sales area. Kapferer goes on to recognize that the Dior relationship symbolizes the desire to shine like gold. This comes through with their short film for J’adore the Dior fragrance. The new J’adore campaign take us on a sensory journey, back to the basics, a rebirth” (J’adore, 2016) it is being advertised as women feeling young again. which is what everyone women striving for.
Advertising
Dior advertises their brand in a wide verity of ways. 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. This is a chance to appeal to the consumer with sight and sounds Palmer believes that this is to make the message more appealing Dior tends to only advertise through this media it’s fragrances and make up as well as the accessories, rather than showing casing the fashion brand. This is because these appeal to the lower end consumer as well as the high-end consumer. A common form of advertising in the fashion industry is with print, Dior advertises their fashion brand in many magazines the main ones being Vogue and can be an effective way of advertising as it is a reminder of what you have recently seen on the television and in fashion magazines. Dior mainly places billboards in main cities such as LA, New York and London.
Advertising
Dior advertises their brand in a wide verity of ways. 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. This is a chance to appeal to the consumer with sight and sounds Palmer believes that this is to make the message more appealing Dior tends to only advertise through this media it’s fragrances and make up as well as the accessories, rather than showing casing the fashion brand. This is because these appeal to the lower end consumer as well as the high-end consumer. A common form of advertising in the fashion industry is with print, Dior advertises their fashion brand in many magazines the main ones being Vogue and can be an effective way of advertising as it is a reminder of what you have recently seen on the television and in fashion magazines. Dior mainly places billboards in main cities such as LA, New York and London.
Public Relations (PR)
A fashion PR is responsible for communicating a message to the target audience and keeping the brand in the public eye. There was a big press release as Dior made history by hiring its first female designer, making Dior the talk in the fashion industry. The brand also has begun a sponsorship with the Princesses Grace Foundation, this is a foundation that awards grants in a form of scholarships, apprenticeships and fellowships to people in the Arts. by doing this Dior is enhancing their reputation. Dior also uses celebrity endorsements with names such as Robert Pattinson and Charlize Theron, with many bigger names Dior uses it endorsements to target a younger market.
Public Relations (PR)
A fashion PR is responsible for communicating a message to the target audience and keeping the brand in the public eye. There was a big press release as Dior made history by hiring its first female designer, making Dior the talk in the fashion industry. The brand also has begun a sponsorship with the Princesses Grace Foundation, this is a foundation that awards grants in a form of scholarships, apprenticeships and fellowships to people in the Arts. by doing this Dior is enhancing their reputation. Dior also uses celebrity endorsements with names such as Robert Pattinson and Charlize Theron, with many bigger names Dior uses it endorsements to target a younger market.