TANISHA JAJAL. MRIDU GUPTA. JENNY CARACHEO
LXMT 730. PROFESSOR CANNATA. WINTER 2022
EXECUTIVE SUMMARY
Dior in the past 75 years has reached market domination by staying true to its cultural roots while also innovating with the times. With over 7 decades in the fashion industry, the brand has managed to grow it’s audience by consistently engaging them in unique ways. In 50 years, we predict the brand’s equity to be only getting stronger while it focuses on incorporating technologically advanced elements into its core identity. The brand will continue to create idealistic personas within their mental space to lure as wide as an audience as possible while aligning with the upcoming market and consumer trends.A significant trend of the future is space retail and how people’s plans are going to include vacationing above the globe. By 2072, mankind will normalize travelling to space and the different industry sectors surrounding us will be racing to get in on that journey. The DIOR XSPACE endeavour will skyrocket the brand’s virtuosity by making Dior the first brand to provide an a ultra luxe experience in space. The travellers will be transported through a customized Dior space balloon which will feature a dining area, a Dior boutique with an exclusive XSPACE collection and most importantly of all the opportunity to enjoy luxury in space. Through this one of a kind journey we predict Dior to reach the ultimate status a luxury brand can achieve universally. We will also create a brand extension with distinctive and unique furniture and home goods. This brand extension will target consumer segments whose interest in working from home has been accelerated post the COVID-19 pandemic. Through both these product offerings we aim to establish Dior as the most coveted luxury to have ever been created.
“I have designed flower women!” - Christian Dior
HISTORICAL REVIEW
MILESTONES
MILESTONES
MILESTONES
MILESTONES
PERIOD
OVERVIEW
Dior’s Suzurka-San Coat, 2007 and the inspiration , Hokusai’s The Great Wave off the Coast of Kanagawa, 1848
Dior’s “Koh-I-Noor Dress”, 1996-97
John Singer Sargent’s La Camencita, 1900
MISSION STATEMENT Christian Dior's values were those of excellence in all that he undertook, of elegance and of craftsmanship reflecting his unique talent. His mission was not only to make his clients - indeed all women – more beautiful, but also to make them happy, to help them dream. "Women, with their intuitive instinct, understood that I dreamed not only of making them more beautiful, but happier too" said Christian Dior. And it is particularly in these trying moments that this mission rings truer than ever.
CURRENT STATUS
- Christian Dior Couture was a division of the whole Dior empire under the parent company of LVMH, designs and produces some of the world’s more coveted haute couture. - It also produced luxurious ready to wear fashion, accessories, and of course menswear. - It operates through following business groups: Christian Dior Couture, Wines & Spirits, Fashion & Leather Goods, Perfumes & Cosmetics, Watches & Jewelry, The Selective Retailing, and Other Activities. - The Christian Dior Couture group designs, manufactures and sells luxury articles. The Fashion & Leather Goods group manufactures leather handbags, shoes and small leather goods. The Wines & Spirits group produces various wines and other spirits. The Perfumes & Cosmetics group sells fragrances and cosmetic products. The Watches & Jewelry group designs and sells watches.
Christian Dior :
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Maria Grazia Chiuri taking her turn at the helm, the first woman to the post as the creative director, she has invigorated the label with a magnetic modernity. Today, Dior owns and runs around 160 or so different boutiques across the world, and plans to open even more over the next few years.
Growth continues the same pace
- The Christian Dior group recorded revenue of 44.2 billion euros in the first nine months of 2021, up 46% compared to 2020. Organic revenue growth over the period was 40% compared to 2020. - Compared to 2019, organic growth over the first nine months of 2021 was 11%, with trends in the third quarter (+ 11%) comparable to those of the first half, both by activity and by region. - Following its enormous success in Paris, London and Shanghai, the Christian Dior, Designer of Dreams exhibition opened in New York. - The Fashion & Leather Goods business group, which reached record levels over the period, recorded organic growth of 38%.
SWOT ANALYSIS
S
Strong Branding: The brand‘s exposure to its intended customers as well as its presence on social media platforms has assisted the business to build its brand equity and also the share of its heart by further collaborating. Parent Company: Dior is the brand of Dior, Christan Dior, a French luxury firm that has brands such as LVMH. Broad Product Portfolio: The range of products offered by the company is the only stop for fashion-conscious people with its offerings for women, men, and baby care, in categories of Fragrance makeup, make-up, skincare watches, clothing, and accessories jewelry, etc.
Tough competition within its parent company means limited market share growth for Christian Dior. Seasonality : The performance of any brand is dependent on seasonal variations in pattern demand.
W
O
Changing Lifestyle: Changing lifestyle, rising middle class, Fad short life-cycle, supply side it integration, customer loyalty, some of the factors which fuel the company’s growth in this industry. Developing Economies: with a saturation of developed economies, the changing taste & preference of the developing economies are the emerging businesses and opportunity market for premium goods & services. Limited reach to nations: The parent company is present in only 35 markets, following market development strategy by entering into new markets will help the company in being ahead of the beer brands. A demand for premium products: From the last decade there is the instrumental increase in demand of the premium products and penetration to the emerging markets is the only way to sustain in the competitive market.
Fad Life Cycle Businesses that operate in the fashion clothing industry are very susceptible to the chance of changing trends and the very short life span of clothing and related accessories used in the business.
Counterfeit goods: Local players imitate the look and feel of high-end brands. This poses an enormous threat since it can cause the value of brands to decline and also affects the development of companies that operate in the market.
The market is flooded with competition: The fashion apparel & accessories market is being challenged by a lot of national and local international companies, which is causing a decrease in margins, and outdated and unsold/idle inventory.
T
AAKER MODEL
B R A N D as P R O D U C T
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French
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Regal Legacy
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Femimine
B R A N D as O R G A N I S A T I O N
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Diverse
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Growing
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Valuable
B R A N D as P E R S O N
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ICONIC
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VISIONARY
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EXPRESSIVE
B R A N D as S Y M B O L
PRISM MODEL
K E L L E R’ S P Y R A M I D
RELATIONSHIPS High customer loyalty, engagement, attachment & community.
RESONANCE
JUDGMENTS & FEELINGS MEANING Meets performance standards with high quality and unique designs/styles and personalization. The imagery Dior portrays is elegance and elite consumers.
PERFORMANCE & IMAGERY
RESPONSE Great craftsmanship & expertise is met. Feelings: Elite, high social status & elegance
IDENTITY
BRAND SALIENCE
This brand is known for its classic and rich history. It is classified as an exclusive company.
BRAND STRATEGIES
UNIQUE REVELATION
Dior made women embrace grandiosity and luxury after what they had to endure during the war. Dior’s “New Look”
BRAND RITUALS
BELIEF SYSTEM
Opportunity for Marketing Strategy
Dior’s values were those of excellence in all that the brand undertakes: elegance & craftsmanship
LEXICON
Saddle bag, Lady Dior, J’adore, Miss Dior, Homme, Sauvage, JOY,
MA R K E T OVE R VIEW
DIOR BEAUTY
Market Shares
Segment Revenue
SIZE OF THE LUXURY BEAUTY MARKET
The size of the luxury beauty market was at $486 billion U.S. dollars in revenue in 2020, and increased to $511 billion U.S. dollars in 2021. It is forecasted to reach 716 billion U.S. dollars in 2025. The beauty market is divided into 4 different categories. Cosmetics, Skincare, Personal Care, & Fragrances. The bar graph shows the segment revenue and the annual growth rate. Personal Care is the category with the most revenue both in 2019 & 2025. Cosmetics has the highest annual growth rate with 32%. The Asia/Pacific region has the highest market shares with 46%. The market has an annual compound growth rate (CAGR) of 4.75%
DIOR FASHION
Global Revenue Comparison
Segment Revenue
SIZE OF THE LUXURY FASHION MARKET
The size of the luxury fashion market was at $110.64 billion U.S. dollars in revenue in 2020, and will increase to $153.97 billion U.S. dollars in 2026. The bar graph separates the apparel from footwear. Apparel generates more revenue in all three years. In 2020, both the luxury apparel and footwear decreased due to the pandemic. The top five countries: United States ($28,455M), Japan ($10,746M), China ($9,600M), Germany ($7,207M), & Italy ($7,133M) are the ones that have the most revenue in global comparison. It has an annual compound growth rate (CAGR) of 4.27%
DIOR ACCESSORIES
SIZE OF THE LUXURY ACCESSORIESM ARKET
In the share of personal goods luxury market worldwide in 2020, the product category accessories leads with 36%, following close behind is beauty with 22%, and apparel & hard luxury with 21% each. It has a compound annual growth rate (CAGR) of 2.59%
KEY SUCCESS FACTORS
One of Dior’s main success factor is its strong cultural background. It has a rich heritage, history & identifiable background. This helps the brand create strong brand associations. Another key success factor is its diverse brand portfolio. It ranges from entry-level products such as cosmetics & fragrances, to haute couture. This helps Dior target different consumers.
Dior offers engaging and innovative marketing to its consumers. They care to different niche audiences through multiple social media accounts. Dior is tapping into the new and advanced technology such as VR. Dior eyes creates virtual realities experiences in their runway show. This was created to give their consumers a chance to feel as if they are backstage in a fashion show.
COMPETITIVE LANDSCAPE
CHANEL
Chanel has many core competencies. This brand is known for its visionary, contemporary, and classy look. It has strong brand associations such as their creator: COCO CHANEL.
PRADA
Prada has many core competencies that help comprise its strategic advantages. This brand is known for its innovative look. Prada is known to push boundaries and challenge norms. It is an intellectual brand.
GUCCI
Gucci uses its core competencies to its advantage. This brand is known for its modern & innovative business. They have a unique contemporary, bold & romantic look.
CELINE
Celine is known for its sophistication and independence brand. The brand itself is an empowered woman, both practical and elegant. It has a cultivated lifestyle based on the belief: “Less is more.” Functionality + Aesthetics.
MARKET
TRENDS
DIGITAL ATELIERS
Digital ateliers will create a fashion future free from the constraints of the material world, where colours, materials and details are chosen for how they look on screen as much as how they appear in real life, creating a new marketplace for the next era of fashion and clothing design. The distinctions between real and virtual, authentic and fake, truth and fantasy will no longer apply. As we spend more time interacting through screens, it will become harder to tell what is real and what is digital – and as our digital identities permeate daily life, we will care less about the difference.
MADE IN NATURE
Giving nature the time to craft a product will provide added value and uniqueness. Forget about being made in a specific country, products ‘made in nature’ will be the next luxury item. Addressing concerns around resources and transparency, products created in their regional habitat from indigenous ingredients or local materials will be the ultimate ‘limited editions’, with items restricted to the seasons they grow in and environmental conditions.
BLOCK CHAIN CONSTORIUM
Along with cryptocurrency digital influence, this groundbreaking blockchain application offers the highest quality of traceability and transparency of products, resulting in increased customer loyalty. Applications of blockchain technology along with IoT (Internet of things) devices can revolutionise the luxury industry. Brands already on the platform are Bulgari, Cartier, Hublot, Louis Vuitton, Hennessy and Prada.
DIGITAL FRAGRANCES
By 2030, digital smell technology could allow odours to be transmitted in online chats. Machine-learning algorithms will analyse the structures of scent molecules, predict their smell and send it digitally. As well as making our communications fully immersive and solving the problem of selling fragrance online, digital fragrances will have wellness applications in interiors, at home, in the office and even in cars. Enabling the chemical shape of scents to be digitally tweaked, downloaded digital fragrances will be used to reinforce positive behaviours customers to purchase perfumes online.
DOWN - AGING
Down Aging is the technology about reminiscing the “good old days,” people are aiming to recreate. The trappings of their youth or the youth they had heard about that they would like to re-visit for the purpose of trends and fashion. Down Aging is continuing to weave through the culture, ever more powerfully as the huge generation of Boomers age and are determined to stay as active and robust as possible.There are also deep technological implications for Down Aging: VR and AR will soon have the ability to transport people into the past, so they can relive their more carefree days.Technology will allow people to Down-Age seamlessly, whether that means playing a virtual game of shopping at Madison Avenue or having lunch in New York in the 2020s.
CUSTOMER SEGMENTS
MENTAL SPACE
Dior has for 80 years created a fantasy that appeals to a mass audience. Each fantasy is unique and caters to grab the attention of a specific segment. Women Then-Rooted in traditional interpretations of femininity and elegance, subtle beauty, courageous spirit Now- Culturally diverse and relevant, Intelligent, empowered, bold and ground breaking. Men- Stylish and Charismatic, timelessly modern, profound, authentic blend of conceptual and raw aesthetic.
MARKET SPACE
Women, Men, Kids Age - 1-65 All income groups Dior's primary target market includes affluent connoisseurs of the mental space but also aspiring young trend followers of medium income who live in the suburbs . Anyone who has an extra-ordinarily mixture of romanticism, feminism and modernity.
MENTAL SPACE
ROYALTY THE POWERFUL WORKING WOMEN
THE OBJECT OF DESIRE
THE ECLECTIC TRAVELLER
THE POP STAR
MENTAL SPACE THE COOL AND COLLECTED
THE CHARMING BACHELOR
THE SOCCER STAR
THE UNRULY AND WILD
THE COUTURE CLUB
Age- 40+ Source of wealth-Heiress to a family fortune or wife to a billionaire businessman or king Interests- Attending fashion shows, galas, and benefits, Philanthropy, Public Speaking, Family Lifestyle- Extravagant, very high social status, plenty of free time Media Usage-Low. Do not have social media Level of Knowledge-Luxury Native. They are fashion connoisseurs and frequently make it to the best dressed list on Vogue, Harper's Baazar, Elle, etc. Purchase Habits-Regular buyers of Dior's haute couture collections.
T HE A C C O M P L I S H E D F A S H I O N P EOPLE ( The Carrie Bradshaw's of the world )
Age-30+ Occupation- Founder, Writer, Model, Influencer, Marketing Head, Stylist Interests- Working out, Travelling, Clubbing,Volunteering, Socialising at upscale events. Income level- Medium to High Lifestyle- Active social life, occasionally partake in lavish experiences Time- Balanced Media Usage- High. Very active on Instagram Level of Knowledge- Very High. They are fashion enthusiasts and always in the know. Purchase Habits- They own all statement pieces by Dior and shop the brands RTW, beauty and accessories. For a special event they will purchase haute couture and fine jewellery by the brand.
THE CHARDONNAY GIRLS
Age-15-30 Occupation- Entry level job, Student, , Assistant, Educator, Nurse, Tik Toker Interests- Clubbing, Concerts, Art, Dining out, Art, Reading, Movies Income level- lower Middle to upper middle Lifestyle- Simple. They do not splurge Time- Balanced Media Usage- Very High. Spend an average of 3-4 hours on social media platforms daily. Level of Knowledge- Luxury Tourist. They rely on magazines, influencers and social media for upcoming trends. Purchase Habits- They can only afford the fragrances and beauty products of Dior, they save up to buy a bag or dress by the brand.
THE RICH AND FAMOUS
Age-18-35 (Gen Z and Millennials) Source of Wealth- Family fortune They are celebrities and socialites Interests- Travelling the world, Dining out, Health and Wellness, VIP live entertainment Lifestyle- Grand and in the spotlight, they only travel in a private jet Time- they have all the time in the world. Level of Knowledge- Luxury Native. Always dressed in the latest trends by luxury brands. Purchase Habits- Spend as and when they like. They have exclusive access to the brand's newest collections. Haute couture is customized to their preferences.
THE PROFESSIONALS
Age- 20-50 Occupation- Partner at a law firm, CFO, Trader, Sports player, Business owner Interests- Business, Stocks, Family, Art, Sports Income level- High. Money Machine Lifestyle- Private and Comfortable. Media Usage- Low to Medium. Spend an average of 1-2 hours on social media Time- Busy. Almost no leisure time Level of Knowledge- Moderate. They are not aware of fashion trends but enjoy dressing up on occasion. They typically have an assistant or stylist to pick out their clothing. Purchase Habits- They buy Dior's RTW line and accessories. If they have an event to attend they will go for a custom made suit or dress.
CONSUMER TRENDS
CONVENIENCE-TOTAL TOUCH
Going forward, people will think of digital touch as something affecting their whole body and not just their hands.Digital touch is set to grow way beyond the rumble of your game controller or the haptic feedback of current VR systems. The most easy-to-imagine feature for consumers is the physical impact of sound, with 7 in 10 foreseeing earphones that can digitally transfer the physical impact of live concert bass sounds to their chests. After years of swiping on smooth glass surfaces, 63 percent also expect smartphones with screens that convey the shape and texture of the digital icons and buttons that they’re pressing. It would be great to feel the buttons and icons retract when force is applied. But the ability to feel digital textures might go way beyond the confines of the smartphone screen. In fact, 6 in 10 think wristbands that stimulate the nerves so you can feel any digital object will be available by 2030. We could digitally feel anything, from something simple like a ball to the skin of another person; the applications of touch tech may be nearly limitless. In addition, 6 in 10 think such armbands will transmit the sense of weight and motion, so that digital objects they touch seem fully real.
EDUCATION WILL BE VALUED
The average person is now estimated to encounter between 6,000 to 10,000 ads every single day. The result is that many consumers are now wise to traditional, hard-sell tactics. This is becoming increasingly true for the youngest generations, Millennials and Gen Z, who are looking for more from the brands they buy from. To remedy this, brands are focusing on educating their audience, instead of selling to them. Brands should aim to educate the audience on how their offering can help solve their challenges. Support them in getting the most from their products. And encourage them to grow with the brand. Instead of focusing on discounts and numbers, they should focus on building a helpful, ongoing relationship. And education should be peppered throughout all marketing activities. Including how-to guides, insightful reports, nurturing emails, and the general messaging of a brand.
GEN Z WILL VALUE PERSONALIZED EXPERIENCES
It’s reported that Gen Z already have spending power of $143 billion and account for 40% of all consumers. Gen Z are also more demanding than any previous generation. They expect a seamless, personalised buying journey that is more about the experience than the sale. Storytelling is how consumers relate to the message a brand is communicating. How they understand the benefits of a product. And how they buy into a brand.63% of consumers will stop buying from brands that use poor personalisation tactics. Modern personalisation is about sending the right message, at the right time, to the right recipient, via the right channel.Marketers can be so sophisticated that every message, image, product, and promotion shown to a single recipient can be personalised to them. Brand will continue to incorporate AR and VR to create these unique experiences for customers.
DTC WILL CONTINUE TO DOMINATE
Since the pandemic, 20% of consumers aged 18-40 years prefer to buy directly from a brand’s website, as opposed to a marketplace or third-party retailer. Consumers have reported a better user experience and higher-quality products when shopping with DTC brands. They are demanding more from their purchasing experience. To achieve this, brands are taking more control. Bypassing third parties and resellers, managing the entire experience in-house from the very beginning, and becoming a DTC (Direct To Consumer) brand.This is a significant shift from traditional B2C models which have been prevalent for generations. When brands were more focused on getting their products featured in the most popular outlets The savviest brands know that consumers want more than a product from their purchases. They want to feel a connection with a brand and its community. And to enjoy the entire experience of purchasing, as opposed to just bagging the best price.
MERGED REALITY
Consumers predict that by the next decade digital sound and vision, complemented by touch, taste, smell and more, will transform our current screen based experiences into multi-sensory ones that are practically inseparable from physical reality.
Respondents also see the potential of revolutionizing everyday life. More than 4 in 10 want a digital workstation that allows them to be virtually present at work or school from anywhere. Not only would colleagues appear and sound totally real, you could interact with every object in the room, including tasting a colleague’s birthday cake and being handed a report. Other aspects of work, such as commuting and the use of office buildings, would be forever changed. Moreover, as many as 45 percent say they are interested in a digital shopping mall where they can feel the texture of clothes and furniture, smell the freshness of the vegetables and taste samples of foods available for purchase.
THE SPACE RACE
In the next three decades, human beings will enter the realm of space like never before. This is due in part to the way that public interest in space exploration has been revitalized, thanks to a number of exciting missions that have been mounted since the turn of the century and growing public engagement through social media. There's also the way the commercial space sector (aka. NewSpace) has been growing by leaps and bounds. By leveraging new technologies and methods, various commercial entities have been reducing the costs of launching payloads to space. From this, they are providing less-expensive launch services and are even working towards offering flights to space Product design will extend beyond the confines of the Earth’s atmosphere. With Virgin Galactic open for business and the first space hotel set to be operational by 2025, a new product sector and apparel genre will emerge. ‘Bio-suits’ will monitor and support passengers, limiting the effects of long-haul space travel. Projects such as the collaboration between adidas and the International Space Station will see products designed to work with and without gravity. Space travel will also push product innovation on Earth, especially in performance wear, with the extreme conditions and microgravity of space creating a new testing environment.
DIOR PURPOSE
Purpose helps a brand’s equity through its values and code of ethics. Its mission statement, vision statement, its artistic expression, purpose of excellence, pursue of uniqueness & market domination will help its brand equity. Christian Dior’s values were those of excellence in all he undertook, of elegance and of craftsmanship reflecting his unique talent. Its mission statement was not only to make their client beautiful, but also to make them happy, to help them dream. Their vision statement is to become the world’s most popular brand in all products that enhances their lifestyle.
A
rtistic Expression Designers are considered artists. They create products such as haute couture that are considered pieces of art. The artists are considered brand associations because they are the creator and what the consumers look up to. Christian Dior is known for its unique talent.
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Of Excellence It is the desire to create something perfect. Dior’s strategy for success remains rooted in the creativity and savoir-faire that first distinguished its atelier. To work for Christian Dior is to strive for excellence, always setting the bar high and never settling.
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ursue of Uniqueness Dior’s eccentricity: in 1947, Dior debuted “New Look” which featured big volume, miniature waists, and prominent busts. Though originally highly criticized for the bold fashion statement, Christian Dior persevered and went on to become a major player in the revival of couture in France.
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arket Domination Over the years, Dior has expanded from women’s haute couture to cover almost every luxurious whim; be it be Dior Homme, the stylish men’s collection, Baby Dior, fashion for children and the extensive dior skin cosmetics and skin care range.
DIOR
PRODUCT
There is growth and potential to explore space in the near future such as 50 years. New research and advanced technology will be available to use. There will be sufficient funds and new technology that can make this happen. This will help Dior fuel its brand density by adding a new brand extension. The consumers will be offered a unique experience that will provide an aesthetic, symbolic & ephemeral value of a lifetime. This will be a 6 hour voyage to reach the Earth’s stratosphere. It will take two hours to get to the destination at 12 mph in a gentle ride, 2-3 hours in the space balloon, and then a 2 hour ride back. It will be a safe and comfortable ride and as simple as boarding an airplane. The pressurized, roomy capsule will the size of a football field and will have 360 panoramic windows.
We want to incorporate the Dior brand within the space balloon. This will be a mini exhibit/show to portray Dior’s journey, from its history to Dior Xpace.
We want our consumers to be able to relax and dine in Dior Xpace.
A small display to offer our consumers an exclusive collection that can only be obtain in space.
PRODUCT
A brand extension in furniture for Dior would help its brand density. They currently have decorations and home goods but it needs to become more relevant. The pandemic sped up the future trends such as remote work. More people in the future will be doing more things from their homes. This would be an ideal product for Dior to reach to those specific target consumers.
PRICING STRATEGIES
HAUTE COUTURE - 2% annually 100% price increase
READY TO WEAR - 4% annually 200% price increase
ACCESSORIES / BAGS - 6% annually 300% price increase
BEAUTY/ FRAGRANCES - 10% annually 500% price increase
PLACEMENT STRATEGIES
Cost Pipelines model to Variable Cost Ecosystems
The year 2020 is a time of survival for many businesses. Unfortunately, even though we now live in a digital world, most luxury goods and services brands operate like Industrial Age pipelines with rigid linear processes and high fixed costs. In the pipeline model, profits come from scaling past high fixed brick-and- mortar costs. Today, many brands have learned that this dated model needs to evolve into a variable cost ecosystem. In the pipeline model, profits come from scaling past high fixed brick-andmortar costs. Today, many brands have learned that this dated model needs to evolve into a variable cost ecosystem.
From Disruption to Agility
Disruption is an overused term that is used incorrectly in business. To disrupt means to throw into disorder, or destroy, a structure. According to the disruption experts, brands have to be in a relatively constant state of disruption or perish. What all businesses really need now is to be agile. Agility is the ability of an organization to sense, anticipate, and respond efficiently and effectively to constant changes that are occurring, or are likely to occur
Redesigning its legacy
The future leadership will be focused on transforming the company culture by creating an environment that empowers employees, encourages innovation and build upon diversity and inclusion and exclusion at the same time. A bold DIOR vision for the company will never be lost but will design legacy where they we creativity become the priority for the upcoming generation.
Omni-Channel to Omni-Personal
The accelerating digitization of the customer’s life is creating a new paradigm where customers are no longer willing to play nice in the linear, online/offline mechanical “multi-channel” world that brands have created for their own convenience. In the future, the game is omni-personal. It transcends channels. The only way to achieve omni-personal relationships is to rewire the mental models of customer engagement and understand that in an omni-personal world the sun (the customer) never revolves around the earth; the earth (the brand) revolves around the sun. Privileged personal data access, as we have demonstrated previously, is the gateway.
Relevant, Rich and Real-Time (3Rs) Data
The currency of the digital economy is not data. The real currency is trust. Trust with verification is what inspires and empowers the willingness of customers to share their personal relevant, rich and real-time data. In luxury, where the customer purchase decision involves high value, high risk, high investment and/or high emotion, brands have the unique opportunity to completely bypass data brokers and digital platforms. Luxury brands can engage their customers directly right now in an open, honest, dialogue regarding data sharing, and, with consent, test and learn their way to demonstrating the value they can generate with Advanced Personalization.
Collaborative Hybrid Teams
Activating agile, courageous hybrid rapid-response teams of individuals who not only bring best-in-class domain expertise, but, also the emotional intelligence to cooperate effectively, and hold each other accountable, like Navy SEALS, will be a non-negotiable requirement to operate efficiently and effectively. Dior must reorganize into prioritized project teams of experts with the proven expertise to innovate and build agile solutions to the most critical issues confronting the business.
PROMOTION
Communication Archetypes Dior being a star brand follows the push strategy in an attempt to trigger wide awareness and demand. The objective to create sensation as well as showcase excellence in order to establish brand density. The codes the brand follows while advertising are extravagance, glamour and a striking one of a kind quality. The brand purpose till date has been market domination and in 50 years Dior will intend to dominate universally by being the first luxury brand to reach outer space. Multiple Adoption of Archetypes Dior embodies a combination of glamour, excellence and artistic expression. The multiple adoption speaks to the core of the brand which are internationally acknowledged products. Coherence with Brand Identity Conceptual, Ethnocentric, Egalitarian, Traditional
DIGITAL
With digitization only expected to increase in the coming years, Dior will primarily promote through a social media campaign on platforms such as Instagram and Youtube and their official brand website. Engaging video content will be posted to show their consumers the making of DIOR XSCAPE and the journey till the launch.
VR PRESS KITS
DIOR X OCULUS
DIOR will collaborate with Oculus to create VR headsets that allow the user to view the scenery that will be displayed at DIOR XSPACE. A promotional press kit will be sent to all travellers which will include the official pass to the experience and the VR goggles for a exclusive sneak peek of what to expect.
3D ILLUSION B ILLBOARDS
PROMOTIONAL EVENT
To build hype Dior will host an exclusive event a week before the launch of DIOR XPACE. The guest list will include everyone who will be a part of Dior's journey to space. From the travellers to everyone who made the experience possible.People will also be able to attend virtually through the Dior X Oculus VR set.The event will hold Q&A sessions with the Dior Creative Director at the time and the team that created DIOR XPACE to educate Dior's audience of the significance behind the monumental venture to space.
PEOPLE
INSIDE THE ORGANIZATION
Brand Hero: 75 years ago Christian Dior in himself was the essence of the brand and an ideal to look up to. As the brand progressed and deployed multiple other significant creative directors, Dior’s hero kept evolving. Currently Dior’s first female creative director Maria grazia chiuri is who is identified as the brands hero. Strong Cultural Background : Dior is a French brand and this authenticity is dispersed among everything the brand does. From product development to promotion, Dior ensures to pay tribute to it’s French Heritage. High Human Content: Decades of leader status stems from the continuous investment into their specialists, craftsmen, designers and managers that speak to their brand identity of credibility and expertise through heritage. Virtuosity: Dior’s brand ethos stands for anticipating consumers desires and introducing products and experiences that are multi sensory and one of a kind.
OUTSIDE THE ORGANIZATION
Brand Ambassadors: Dior over the years have had countless celebrities that have catered to the different market segments created by the brand. Each brand ambassador Dior selects is greatly adored by their audience, this aspect has been vital to the success of Dior. Who the brand affiliates its name with plays a huge role in how their brand following grows. Tribes: Dior has it’s core customers who have been loyal to the brand since the beginning. There are several women around the world who carry Dior’s iconic saddle bag or Lady Dior bag and there also those women who dream of owning the Dior bag one day. Both these women are a part of Dior’s tribe that have propelled the brand to the success it has today.
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