DIOR vs CHANEL

When looking at the competitive market of the fashion industry, there are two names in the couture world which have battled it about for years and years: Chanel and Dior. These two are the giants of the couture world, and have such a targeted market, however, product placement and store placement are vital for this competitive market, having the best position within the market. This can be set up through the companies themselves, they choose exactly where they’d like a new store to be built, or is can be done by organisations such as John Lewis, Boots and Selfridges. 

When you walk into the fragrance section at Selfridges, first on your left you’ll find Dior, right at the door, and about 6 meters away you’ll see Chanel. This close placing of the leading brands is no coincidence. As I am interested in Dior, this was such an incredibly experience to be able to talk to the experts about the fragrances, and a chance to smell, touch, hold and get to grips with Diorissimo, which is such a magical smell. The two companies often find an overlap with the customers visiting, as they go to one first, then visit the other. Both are very sophisticated in look, and the colours are very monochrome to allow the products to speak for themselves. This is a perfect technique, as both brands are so well known, they can keep their publicity to a minimum and allow the products to speak the dream and the story behind the brand. 

Selfridges is the perfect place to find both Chanel and Dior, and both are such in-depth brands, but Dior, in my opinion, in this store has prime placement as you have to walk past the stand to get to Chanel; perfect for the competitive market.

The FINAL clustering

Within the UK, there is only 1 remaining piece of Art Nouveau Sculpture, which is the middle of Piccadilly Circus – Eros, the statue of love. Carnaby street which is a short walk away in the 1960’s used to a very unique little boutique street, however it has now become very much the same as other shopping streets within London. However, Newburgh Street was the first street to be the Alternative London Fashion Week, here you can find so many interesting and one off shops which is why it has made its name on the map over the years – which is were Mac, Liberty and many other shops live. 

However, the final part of the trip leads me to Covent Garden, home of so many luxury shops and fashion clusters; but most importantly it is one of the areas where you will find Chanel and Dior right next to each other. This placement did not happy by accident, right opposite the main square, it is a prime location for the two Haute Couture giants. Though this is where you will also find Apple, one of the biggest in London, which is very important to note as there is not a large push between technology and fashion – which is what has been promoted and publicised on this years Apprentice. The Dior shop was so incredible to visit, and the staff where incredibly informative, telling us about the life of Dior, and how the company works. Dior in Covent Garden in a beauty boutique, and the first in London when the company expanded from Paris; which is why this store in particular is vital to the understanding of Dior.

Throughout this walk, I learnt so much about the store placements, why and how the stores are categorised and very strategically placed to help the consumer become tempted by more than they set out to look at. This is a vital part of the fashion industry, and clustering takes a very long time to perfect, as this is so key to the way the brand is viewed, and by who. This walk was incredibly useful for my knowledge, and taught me an awful lot about London, as well as the Designer Clusters.

Positioning between DIOR and CHANEL

The positioning between Dior and Chanel shops, boutiques, perfume and cosmetic stores in Central London. This is vital to understanding both companies and the competitive market which they face. The placements are to re-enforce the Couture element of both brands; and having them so close can cause a lot of friction, but it also allows both to become the better brand as they’re so close to the competition, they’re able to work side by side to push one another, as well as uniquely improve and challenge not only the other brand, but the customers choice.