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 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

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.

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

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

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

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

Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior
Product
Distribution Communication Mix
Price

Dior
Product
Price
Distribution
Communication Mix
• Women
• Men
• Baby
• Make up
• Fragrance
• Skincare
• Jewelry
• Timepieces
• Dior phone

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£

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

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

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

Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior
ADVERTISING

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.

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

Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior FASHION SHOWS

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
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

Digital Communications

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.

Elite Luxury (supreme or inaccessible luxury)
Mid level luxury (lifestyle or mainstream luxury)
Accessible luxury
TARGET
Dior
Shopping Experience

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

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

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

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

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.

Dior
THANK YOU
GRAZIE
─Xie Hanke
─Lee Hsiang Ting
─Ansaardeep Chahal
─Tiffany D’Souza
─Rhea Bhandari