Marketing Management Report

Through the reading of my project, you will discover an analysis of the luxury market sector, then I would present the brand I have chosen to create a campaign with. Therefore, I will present their brand signature, their financial performances but also their target customer. The end of my report is focused on my campaign’s marketing communication plan. Working with the Haute-Couture house Dior, I have found many interesting ways to promote a campaign like mine, which is fully based on raising funds for a charity.

To improve my work, I have used different marketing analysis tools, such as SWOT analysis, KPI’s, budget matrixes and even positionning map. Moreover, I have familiarized myself with different marketing tools, like digital marketing or affiliate marketing to deepen my communication plan.

I, Lisa Gordon, certify that this is an original piece of work. I have acknowledge all sources and citations.

“BECAUSE COMMITMENT IS THE MOST BEAUTIFUL JEWELLERY” -

Commitment is one of the finest quality that all human being should achieve through their lives. When it comes to ally beauty and commitment for women health, everyone should be mostly concerned. For the past 4-5 years, I have been very interested about different cancer diseases affecting women and more particularly the breast cancer. By supporting these causes in different ways (fund-raising, sport events…), I have noticed the lack of awareness by the general population. At the opposite, the amazing devotion of famous celebrities wanting to raise awareness to their fans. Thereby, I have always been fascinated by Angelina’s Jolie dedication to promote the breast cancer prevention throughout the world. I cannot stop myself from thinking that despite what she medically went through, she has never been so feminine and smiling, as if positivity and feminity were the best cure against illness. Seeing Dior’s last advertising campaign “Discover feminity according to Dior”, it stroke me that the brand’s image will be perfect for my campaign. When we think about feminity and beauty, how could you not think about Dior ? I thought it could be very interesting for the Couture House to commit themselves with such a noble cause. Let us dream that together, we will defeat breast cancer. I have then thought about creating a unique Dior jewellery collection, which 100% of its benefits will go directly to National Breast Cancer Foundation. My collection will be one pair of earrings with its matching necklace, designed by the famous Christian Dior’s ‘grigri’, the star, sign of hope, and a little pink crystal in its heart, official pink color of the breast cancer researches. Because commitment is the most beautiful jewellery.

Christian Dior, Designer of Dreams

“Asia is expected to witness the highest spending riding on the back of Mainland China’s resurgence, followed by Europe, North America, South America, Middle East, and Africa. Online sales of luxury goods are expected to cannibalize the brick-and-mortar share.”

(According to Statista, 2020)

- The Luxury MarketEnvironment

Digitalisation

Even though luxury online sales are gaining market share worldwide, the importance of the physical store continues to increase. Indeed, digital-born luxury companies are now opening physical stores to increase traffic to their eCommerce stores, like the brand Boohoo in London. It enhances the brand legitimacy and provide the touchand-feel lacking in an online store.

An overall Luxury 4.0 model is appearing, which is characterized not only by the growth of the online sales channel but also by the digitalization of a consumer’s entire luxury shopping journey. (COVID-19 breakout)

The luxury industry has always been known to be associated with a general lack of respect for the environment. Nonetheless, with the growing influence of millennials and Generation Z (expected rocketed rise in Asia in 2030), who considers that the environmental impact of their luxury pruchase is now a priority. The industry is gradually moving towards sustainable products (like Stella McCartney does) and experiences (such as Nike).

- SWOT ANALYSIS OF DIOR -

- PESTLE ANALYSIS OF THE LUXURY MARKET -

Reading Christian Dior’s successful story, I quickly understood that Mister Dior was a superstitious man with strong convictions. Indeed, Superstition was in the heart’s house, the high recognised designer had some lucky charms, like the number 8 and the star. Christian wanted to believe in his lucky star, in his faith. It is then naturally that I understood why the house’s collection had so many stars everywhere. Although, I understood that it was a true symbol of hope, destiny and faith. Then, I thought it was the best representation of the message I want to convey to my consumers. Moreover, not only the sweet pink colour is, the official breast cancer colour but happens to be a very trendy colour of SS Pre-Fall 21. (According to WGSN, 2021)

Figure 3 : Christian Dior at a feast of St. Catherine, 1950.

03/ MARKETING MIX & POSITIONNING

Eternal synonymous of feminity and french glamour, Dior was founded in 1946 by Christian Dior. During the past 75years, its unique looks has dramatically influenced the world of fashion. Christian Dior remains today as one of the most celebrated couturiers of the 20th century, its store at 30 Avenue Montaigne is a reference to the infinite timelessness of the female form. Innovative but traditional, Dior was able to maintain its reputation as designer of a recognised way to dress women differently. From their ready-to-wear collection, leather goods, accessories, or footwear, Dior revolutionized Haute-Couture world forever. To this day, the brand is all around us in some way, shape, or form - even if we don’t know it or see it. (Bagista, 2020)

“

(…) Christian Dior saw himself as a magician who could give women confidence and make them ever more feminine, more sublime. He believed in the importance of respect and in the capacity of this fundamental value not only to bring out the beauty in women, but also to bring out the best in all people.”

- Sydney Toledano, General President of LVMH -

Figure 4 : Christian Dior in is office, 1952.

LADY DIOR ‘FASCINATION’

The bag Lady Dior was first launched in 1994 with no official name, nicknaming it Chouchou, which means favorite in French. In September 1995, the Lady Dior bag in a classic black was given to Diana, Princess of Wales, by France’s First Lady, Bernadette Chirac.

The house of Dior’s latest creation was immediately adopted by the Princess, who ordered it in every available version.

In a short period of time, Princess Diana was seen and photographed at a lot of official events and occasions with her favorite bag.

It was then that the Lady Dior bag became associated with the world’s most publicised woman. In 1996, as a homage to the Princess, it was renamed ‘Lady Dior’ with her blessing. (History of the Lady Dior, Etoile luxury vintage, 2019)

Figure 5 : Princess Diana with her Lady Dior bag, 1995Pinterest

MONOGRAM OBSESSION

Their brand signature is obviously the famous Dior monogram/oblique pattern. The jacquard canvas, considered by many to be Dior’s official monogram, dates back to 1967, when it was designed by the house’s artistic director of the time, Marc Bohan. This print was revealed to the general public, appearing for the first time on one of the bags from the Haute Couture collection.

Since Dior Spring/Summer 2018 collection, Maria Grazia Chiuri, creative director of the house since July 2016, has been digging through the archives. What we’ve seen is many accessories reimagined with this signature print, from the mythical Saddle bag to the Book Tote bag and even a pair of sneakers.

After exactly 52 years of its existence, one thing is certain, the Oblique canvas still has a bright future ahead of it.

Figure 6,7,8,9 : Dior monogram collection, via Dior.com

My campaign’ s goal is to raise awareness on Breast Cancer affecting huge numbers of women worldwide. Breast Cancer mostly concerns women between 40 and 50 years old, however, it is a cause feared by every women, from their youngest age for the rest of their lives. My campaign is not about earning ascmuch as money as possible but to sensibilise everyone we can about how serious this cancer can be for the ladies. It is all about sharing love and providing support. The jewellery are accessible to anyone, anyone who wants to spread love, support, positivity…

Obviously women are my priority clientele because my jewelleries are highly feminine, but anyone can wear them. I attend a clientele who likes gold, simple and authentic jewellery just like the House’s identity. I have designed two different products : earrings and necklaces for both taste in jewellery, some won’t like wearing earrings and some won’t like wearing necklaces. Also, it will be a tremendous gift.

3.3 PLACE

My campaign will be worldwide, my products will be sold in each single Dior store. I have chosen not to sale my products in the Wholesale Department because Dior has no direct control on the sellings. It is then complicated for us not to control our sells and then make the biggest benefit possible. Moreover it is a time-limited edition of jewellery, we therefore need to strictly control the dates of sales : 1st October to 31st, the supply, 75 items per stores and the visual marketing displays.

• List of Dior’s stores in the world •

Asia : 109 stores

Africa : 1 store(Casablanca, Morocco)

Caribbean : 1 store (San Juan, Puerto Rico)

Europe : 45 stores

Central america : 1 store (Panama)

Middle East : 8 stores

North America : 48 stores(Canada, mexico and USA)

Oceania : 6 stores

> The bigger the pin point is, the more store is in the continent.

:

Dior showcase in one of its Parisian boutique.

The Pink Dior earrings are both unique and elegant. Composed of a gold-finish metal ring, they are embellished with a small pink crystal in its heart. The pink crystal is a nod to Breast Cancer researches. The earrings can be worn with or without the necklace.

- Pink crystal - Sold as a pair - Gold-finish metal - Hook clasp - Made in Germany

Discreet and elegant, the Pink Dior necklace embodies the codes of the House. The pink crystal is a nod to Breast Cancer researches. The necklace is a symbol of hope and feminity, its simplicity makes it an everyday-worn fashion accesories.

- Pink crystal - Gold finish metal

- Non adjustablelenght

- Lobster clasp

- Made in Germany

3.5 PRICE

Prices : 250- 600£

The house pledge to donate 1million £.

My prices :

Earrings - 275£

Necklace - 375£

In order to fix the pricing of the necklace & earrings, I based my calculation on the available known pricing of Dior’s fashion jewellery collection (Price matrix in Appendice 1) : the assumed cost of fabrication for a limited edition, the consumers perception, the expected high demand for a limited edition of Dior Iconic jewellery for a charity cause, to achieve the maximum benefice impact for the charity. Dior celebrates its 75th anniversary in 2021, therefore, more than only celebrating Pink October, we will also celebrate the House’s anniversary by creating an exclusive collection, dedicated to hope, faith and feminity. Knowing that it is an exclusive collection, to be sold only in October 2021, we will allocate each of 215 Dior stores in the world with 75 items of both earrings and necklaces.

The total production will then be 16 125 of each items. I will have establish my pricing strategy on the Demand Base Pricing theory, high demand equals to high prices. I was also inspired by the Skimming pricing theory because we are creating a limited edition of fashion goods.

The average price of Dior’s fashion jewellery are between 230£ to 650£, (According to Dior website display, Dior.com) as a token to the 75th anniversary of the Haute-Couture house, the pricing of the items will be of 275£ and 375£. We assume that the minimum benefits to be distributed will be of 10% of the selling price.

Dior Jewellery

3.6 PROPOSED DISTRIBUTION APPROACH

My limited collection will only be sold in Dior in-store boutique, it is less difficult for my campaign to work properly if Dior can control each sells, as they are strictly limited and 100% of its benefits has to go to the charity chosen.

DIOR BOUTIQUE

Inside’s boutique will not change

Special corner dedicated to the collection

- Pink corner with gold touches

- Usual Dior display furnitures

- A big gold star will be in the background

- The slogo will be written as well.

Figure

Dior’s interior flagship store at Champs-Elysees, Paris

Although, We will launch a special edition of my earrings and necklaces on the 19th of October, the International Breast Cancer day. The earrings and necklaces will be 18gold carats and veritable pink rubis. There will be only 75items in stock for both jewellery, the auction will be available for only 24hours and sold in each country that has a Dior website.

EARRINGS :

- 38 samples

- £ 1175 EACH

NECKLACE: - 37 samples

- £ 1875 EACH

Figure 11: Dior’s website interface

COMMUNICATION PLAN

- Has Never collaborated with the brand.

- Particularly commited to the Breast Cancer cause : she has lost her mother due to this cancer.

Angelina elected to proceed with a double mastecomy after undergoind screening and learning she had an elevated risk of developing breast cancer due to a genetic mutation.

- Symbol of feminity, success and hope.

Figure 12 : Angelina Jolie wearing the Pink Dior earrings, for Dior.

EGERIE : Angelina Jolie

MAGAZINES ADVERTISING -

I consider that even thought digital marketing has now become the form of marketing favoured, I think that high renown magazines should still be privilieged in some campaign. Consequently, I have decided to work with 5 differents magazines, all of them have the same target customers but different impact in countries. Also, I have evaluated the cost of my campaign on a cover of these magasines below, these prices are only based on a price of one country :

• Elle : £ 118k

• Vogue : £ 150k

• Harpers Bazaar : £ 70k

• Vanity Fair : £ 85k

• Glamour : £ 114k *

France

United Kingdom

United Arab Emirates

Australia

China

Japan

Russia

Middle East

Mexico

The total cost of my advertisings in magazines will be of 5 230millions of £.

*these prices are strictly based on what I have read on websites and magazines, it is an price estimation.

4.2 DIGITAL MARKETING

Throughout

October, Dior’s Instagram will be in colors of our commitment : PINK !

Dior’s Instagram will be the major part of our advertising, it is Dior’s most followed social media.

Figure 17 : Dior’s Instagram, via Instagram App.

4.3 DIRECT MARKETING

• Letter sent to priviliege clientele :

DIOR

“Because commitment is the most beautiful jewellery”

Dear Miss, Dear Sir,

I hope this finds you well.

For the 75th birthday of the House, we decided to create an exclusive limited collection of jewellery dedicated to Breast Cancer.

We are pleased to inform you that as of October 1st and for the month of October only, our Pink Dior collection will be presented in our stores.

We trust you will love this collection and therefore contribute to the funding of breast cancer researche.

Best Regards,

Hoping to see you soon

International Sells Department of DIOR.

4.4 AFFILIATE MARKETING

Dior is well known for having a great team of influencers all over the world. It is why, for my campaign PINK DIOR, I have chose to collaborate with them. They are 9 women, from United States of America to Japan. Their work will consist of posting a picture with the jewellery, sent by Dior for the occasion, explaning what is this Pink Dior project and again, raising awareness to their followers about Breast Cancer.

#PINKDIOR

MARKETING PLAN

- PINK DIOR TIMELINE -

1st October

4th October

11th October

19th October

31st October

1st Insta post

- Celebration of the Pink October Month. Announcing a suprise coming soon for all Dior’s consumers. Save the date

- Privilege clientele receive a letter announcing the campaign.

-Opening of every Dior Corner’s in each in-store.

Massive Media Ad :

- Angelina’s interview by Dior about her commitment with the charity. on instagram.

- Influencers will post a picture with the jewellery they have received, with the #PINKDIORMONTH

Press releases

- Vogue, Hapers Bazaar, Elle, Vanity Fair, Glamour 2nd Insta post :

- Angelina Jolie’s campaign is out. Jewelry announced.

Launching event of exclusive Haute-Joaillerie Pink Dior collection on Dior’s website.

- Event for 24hours only.

-Worldwide event.

- Only 75pieces sold.

- End of the event, funds distribuated to the charity.

-> announcement on social media.

“grateful for all contribution from the clientele”

= 11million £

INFLUENCERS :

Total Cost = £ 405k

1 billion of views

MAGAZINES :

Total Cost = £ 5 230 M

Approximately 46millions of views.

EGERIE :

Approx. £ 5.5 M

(according to her usual business contracts with Luxury brands)

Figure 27, influencers

Figure 28 : Angelina Jolie for St-John

Figure 29

:

Many Vogue covers

Because for near than a century, Christian Dior has been celebrating beauty and designing dreams, we are proud to dedicate the seventeen-fifth birthday of our Haute-Couture House to hope and faith. The collection of jewellery created is a special token for the fight against the breast cancer. The campaign’s goal is to raise awairness throught Dior’s customers, to collect as much funds as possible, but moslty it is to sublimate the disease with a jewelry, that will bring confidence to every women. Hope and faith have always been in our heart. Because commitment is the most beautiful jewellery.

Figure 1 : Cover page, picture from movie “Couturier du rêve”, https://mojeh.com/wp-content/uploads/2020/04/849f35e9819347b2e3-89576207.jpg

Figure 2 : Christian Dior famous Buste, https://i.pinimg.com/originals/a5/95/7d/a5957dbd91160234a92eef0cbeab1724.jpg

Figure 3 : Christian Dior at a feast of St. Catherine, 1950, https://www.google.com/search?q=dior+1946&sxsrf=ALeKk02NSJHhf29sTEVh6JArzIgx4tdh6w:1612031247460&source=lnms&tbm=isch&sa=X&ved=2ahUKEwiknPyupMTuAhWt6uAKHdXcCEkQ_AUoAXoECBkQAw&biw=1279&bih=744#imgrc=TjaSbmb9QMr7bM

Figure 4 : Christian Dior in is office, 1952. , http://didier22.canalblog.com/archives/2018/08/15/36629980.html

Figure 5 : Princess Diana with her Lady Dior bag, 1995, https://etoile-luxuryvintage.com/blogs/news/history-of-the-bag-lady-dior

Figure 6 : Dior oblique shorts, https://www.dior.com/en_gb/products/couture-117P21A2970_X5803-dior-oblique-shorts-blue-and-ecru-technical-taffetajacquard-with-dior-oblique-motif

Figure 7 : B23 High-top sneaker, https://www.dior.com/en_gb/products/couture-3SH129ZGT_H561-b23-high-top-sneaker-beige-black-and-navy-blue-dioroblique-tapestry

Figure 8 : Saddle bag, https://www.dior.com/en_gb/products/couture-M0446CTZQ_M928-saddle-bag-blue-dior-oblique-jacquard

Figure 9 : Dior’s reversible cropped down jacquet, https://www.dior.com/en_gb/products/couture-117C21A2968_X8854-reversible-cropped-down-jacket-gray-and-ecru-dior-oblique-quilted-technical-taffeta

Figure 10 : Dior’s Showcase in Paris, https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.pinterest.fr%2Fpin%2F537054324313786779%2F&psig= AOvVaw2oOt0jy-ynxH2090Bzmis-&ust=1612819128632000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCMDJ88vZ2O4CFQAAAAAdAAAAABAE

Figure 11 : Dior’s interior flasgship store at Champs-Elysees, Paris https://i.pinimg.com/564x/09/72/95/0972957e11329987b5e50856f42ce706.jpg

Figure 12 : Dior’s website interface, photshoped by me, https://www.dior.com/en_gb

Figure 13 : The original picture I have photoshoped is a campaign of Angelina Jolie for St. John, 2010, https://www.google.com/search?q=angelina+jolie+st+john&sxsrf=ALeKk01Si1cloTgw580tA1mxSf68npUVyQ:1612629723564&source=lnms&tbm=isch&sa=X&ved=2ahUKEwin1M7u2dXuAhVZCWMBHRs6AqkQ_AUoAXoECBEQAw&biw=1376&bih=687#imgrc=tph5-3mpRNXzHM

Figure 14 : Dior for ELLE, https://www.google.com/search?q=elle+cover+dior&tbm=isch&ved=2ahUKEwim8JnJuMvuAhVZAWMBHW1bBDoQ2-cCegQIABAA&oq=elle+cover+dior&gs_lcp=CgNpbWcQAzoCCAA6BAgAEEM6CAgAELEDEIMBOgUIABCxAzoGCAAQBxAeOgQIABAeOgYIABAIEB5QrrQBWOPsAWDg7gFoAHAAeACAAacBiAHFC5IBBDAuMTCYAQCgAQGqAQtnd3Mtd2l6LWltZ8ABAQ&sclient=img&ei=xWUZYOb5FNmCjLsP7baR0AM&bih=744&biw=1279#imgrc=d4fIERO20VR8dM

Figure 15 : Dior for VANITY FAIR Italia 2016, https://www.google.com/search?q=vanity+fair+cover+dior&tbm=isch&ved=2ahUKEwiQ27zkuMvuAhUKxOAKHcyaCBkQ2-cCegQIABAA&oq=vanity+fair+cover+dior&gs_lcp=CgNpbWcQAzoECAAQQzoGCAAQBxAeOgQIABAeOgYIABAIEB5Qx2hY5IkBYNKLAWgDcAB4AIABzAGIAfIRkgEGMC4xNC4xmAEAoAEBqgELZ3dzLXdpei1pbWfAAQE&sclient=img&ei=_mUZYJDkIIqIgwfMtaLIAQ&bih=744&biw=1279#imgrc=yTpEn0S0OpfyhM

Figure 16 : Dior for VOGUE Korea 2019, https://www.google.com/search?q=vogue+cover+dior&tbm=isch&ved=2ahUKEwiN07rAuMvuAhV9AmMBHRWSB1QQ2-cCegQIABAA&oq=vogue+cover+dior&gs_lcp=CgNpbWcQA1CEfVjMgQFgqIYBaABwAHgAgAG2AYgBzgeSAQMwLjaYAQCgAQGqAQtnd-

Figure 17 : Dior for HARPERS BAZAAR UK 2019, https://www.google.com/search?q=harpers+bazaar+cover+dior&tbm=isch&ved=2ahUKEwiy8KTYuMvuAhVS0OAKHT-FBKMQ2-cCegQIABAA&oq=harpers+bazaar+cover+dior&gs_lcp=CgNpbWcQAzoECAAQQzoGCAAQBxAeOgQIABAeOgYIABAIEB5Qw5EBWLy8AWDUvgFoAXAAeACAAegBiAGfFZIBBjAuMTUuMpgBAKABAaoBC2d3cy13aXotaW1nwAEB&sclient=img&ei=5GUZYLLuO9Kggwe_ipKYCg&bih=744&biw=1279#imgrc=kxx9qrgzfgcpgM

Figure 18 : Dior’s Instagram, via Instagram app, https://www.instagram.com/dior/

Figure 19 : Lena Mahfouf’s Instagram, via Instagram app, https://www.instagram.com/lenamahfouf/

Figure 20 : Jisoo’s Instagram, via Instagram app, https://www.instagram.com/sooyaaa__/

Figure 21 :Chiara Ferragni’s Instagram, via Instagram app, https://www.instagram.com/chiaraferragni/

Figure 22 : Liza Koshy’s Instagram, via Instagram app, https://www.instagram.com/lizakoshy/

Figure 23 : Caro Daur’s Instagram, via Instagram app, https://www.instagram.com/carodaur/

Figure 24 : Susie Bubble’s Instagram, via Instagram app, https://www.instagram.com/susiebubble/

Figure 25 : Cynthia Samuel’s Instagram, via Instagram app, https://www.instagram.com/cynthiasam/

Figure 26 :Lucy Ramos’s Instagram, via Instagram app, https://www.instagram.com/lucyramos_/

Figure 27 : Yuko’s Instagram, via Instagram app, https://www.instagram.com/yuuuuukko_/

Figure 28 : Influencers Icon, via pinterest, https://i.pinimg.com/564x/81/bd/2d/81bd2dab033cf4e11f6a1a04e48cacd3.jpg

Figure 29 : Angelina Jolie for St-John, https://angelina-jolie.com/gallery/albums/Other%20Projects/Modeling/St%20John/Spring%20Fall%202006/Photoshoot/StJohn-SpringFall2006-Photoshoot_005

Figure 30 : Many Vogue covers, via pinterest, https://i.pinimg.com/564x/5a/40/e6/5a40e69c24e8c44d4ad9df9062efdee4.jpg

- REFERENCE LIST -

Achille, A. and Zipser, D. (2020). A perspective for the luxury-goods industry during—and after—coronavirus. [online] McKinsey & Company. Available at: https://www.mckinsey.com/industries/retail/our-insights/a-perspective-for-the-luxury-goods-industry-during-and-after-coronavirus

Austen Tosone (2019). How Much Fashion And Beauty Influencers Get Paid Per #Ad Post. [online] HuffPost. Available at: https://www.huffpost.com/entry/ influencers-paid-post-fashion-beauty_l_5da4abb5e4b080c90e3ceae8?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAGNiql4q_GpZZsBtTTVKzFJCj-0fPDawXMRWW0zMA7E9vZ1bi6mhUddp18YA7d3LQPWcHqb-JZljLtzvGndy4s--2YUTVofcwd1Cfm97e0Q78LqGpcfaTO8Tl3wrZ2AaiN1mw-NL7ZOA49kZJ9jOY1Fq4gRfNRWLIfYMrncIhq9h

Bagista.co.uk. (2020). Brand Focus: The History of Dior. [online] Available at: https://bagista.co.uk/blogs/news/brand-focus-the-history-of-dior

Condé Nast - Vogue (2018). Condé Nast - Vogue. [online] Condenast.com. Available at: https://www.condenast.com/brands/vogue

Ellemediakit.com. (2021). ELLE Media Kit. [online] Available at: http://www.ellemediakit.com/r5/home.asp

Etoile Luxury Vintage (2019). History of the bag: Lady Dior. [online] l’Étoile de Saint Honoré. Available at: https://etoile-luxuryvintage.com/blogs/news/historyof-the-bag-lady-dior

Mcdonald, M.H.B. and Wilson, H. (2016). Marketing plans : how to prepare them, how to use them. Chichester, West Sussex: Wiley

La presse magazine (2020). La presse magazine : Etudes. [online] Pressemagazine.com. Available at: http://www.pressemagazine.com/etudes/tour-dhorizon-editeur-par-editeur-des.html#:~:text=Vogue%20publie%20aujourd’hui%2015,et%20au%20Portugal%20(2002)

Prevent Breast Cancer. (2014). The “Angelina Effect” - Prevent Breast Cancer. [online] Available at: https://preventbreastcancer.org.uk/prevention-is-power Statista. (2020). In-depth: Luxury Goods 2020 | Statista. [online] Available at: https://www.statista.com/study/61582/in-depth-luxury/#:~:text=DescriptionContentTables-,The%20global%20luxury%20goods%20market%20is%20expected%20to%20increase%20from,falling%20GDPs%20and%20employment%20levels.

Tarifspresse.com. (2021a). ELLE | tarifspresse.com. [online] Available at: https://www.tarifspresse.com/titre/elle

Tarifspresse.com. (2021b). VOGUE | tarifspresse.com. [online] Available at: https://www.tarifspresse.com/titre/vogue

WGSN, (2021), https://www-wgsn-com.arts.idm.oclc.org/fashion

1) PRICE BRAND MATRIX

2) DIOR SURVEY

1. If you had to, where will you go shopping first ?

2. Do you own something from Dior ?

5. Do you read fashion journals like Elle,Vogue... ?

3. Do you like the fashion jewellery collection from Dior ?

5. Do you follow Dior’s social media ?

4. What would you prefer buying at Dior ?

6. Do you prefere to buy expensive jewellery (300£) online or in-store ?

3) BUDGETING SHEET