And also considered how Christian Dior maintains its predominant in fashion business, especially in the similar luxury brands like Louis Vuitton, Armani, Gucci, and Route.
This article was originally published in French. Hypnotic Poison, Dior est mon poison. The pursuing article will discuss the strategies by four tools, which considered from the industry life pattern, PESTAL framework, five platform and strategic group to comprehend the introduction of Christian Dior. Addict: a woman in thrall to her desires? First, the brand name itself anchors the perfume in the realm of the divine. Nevertheless, as for the other three perfumes, the name anchors the brand in a universe, in this case, addiction and dependence. They give attention to fashion styles and leading the developments. For Dior, China is a large market. The women consuming these products can indeed play with the proposed archetypes, or even reinterpret them, according to their own personalities. Indeed, if fashion shows are an occasion for luxury brands to highlight their own couture clothes and increase their reputation among consumers, Dior has developed through years a further way to develop its image of excellence and unique know-how. Dior is a luxury brand unique, which wants to be close to its customers. Until Stone apologized in Public and Religious Dior decided to drop her, Chinese people still could not forgive her. The positioning is thus less clear and may have changed over time.
Dior values The company has made efforts to keep the same values promoted by its original founder Christian Dior. Normally, it would distinguish to four steps: launch; development; maturity and drop. Indeed, Dior was primarily a female brand.
In , Carla Bruni, the first woman of France used two dresses to take part the special event of Bastille Day which are made by Dior, it is a large impact for fashion marketing even under the unfavorable business environment. The camera angle, framing and background all worked together to place the model in a dreamlike space devoid of all human relationship. This is obviously not to be taken literally but is rather a trope suggesting that the perfume is as dangerous and powerful as a poison. Nevertheless, as for the other three perfumes, the name anchors the brand in a universe, in this case, addiction and dependence. In the advertisement presented below, Charlize Theron is alone, emerging from the water, and is shot from a low-angle point of view. Despite the fact that the company is world-renowned in the luxury industry, the logo remains simple and straight-forward, reinforcing its ease of identification and being easily recognizable for consumers. For Dior, China is a large market. However, the glad tidings are that sales situation remains strong in China plus some Middle East countries. Dior values The company has made efforts to keep the same values promoted by its original founder Christian Dior. Fashion magazines such as Vogue or Marie-Claire and TV spots are indispensables media for fashion brands as Dior, where we can find some ads focusing on their products rather than the brand itself.
Second, in order to expand the number of customers, Religious Dior increase export products. Reduced price of some products to boost its competitive to other luxury brands, and broadening its overseas plan, especially plan in Asian market.
For these customers, Dior maintains bettering its services, it is a simple but important strategy which is known by the strategy groupings.
For Dior, China is a large market. The market for fragrances provides an excellent example of positioning strategies.
In this respect, it would be interesting to understand how female consumers actually appropriate the representations proposed by these brands. The former is targeted to its main consumers, while the latter caters specifically to its male audience.
based on 27 review