Christian Dior, Couture, Diorissimo, J'adore, Miss Dior, Perfume

The Dior Narrative

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When looking into the narrative and the dream behind Diorissimo, there are many connotations which jump out of the product, and for me there is a very strong story which unveils. Dior is an incredibly sophisticated and well developed brand, which enables a strong sense of control within the brand; however for me, the dior fragrances are more than just smells, they work together in synergy to create a family like feel. J’adore, Miss Dior and Les Creations de Monsieur Dior are three sisters, and when you unravel the product identify within each fragrance you gain an understanding of the audience, smell, bottle aesthetics, and the feel of the perfume. These factors enable the consumer to learn more about where the product fits within the Dior Fragrance ‘family’. 

J’adore is a very sleek, sexual perfume, which is incredibly feminine and independent. The woman behind the fragrance is heavily beautiful and someone how has confidence within herself, she knows what she wants and how she is going to get it. This very confident and forward figure which appears in the family of Dior is an older sister, and is a well loved, appreciated yet strong smell, and is well developed to the perfect amount.

Next you have Miss Dior, who is the youngest of the three, sisters within the Dior fragrance family; she is cheeky, flirty and incredibly girls; the smell is flowery and pink which is displayed strongly within the packaging colour and bow on the lid. Miss Dior is the youngest and although she is confident in herself she has changes to make to herself, and is giggly. If she were to be drawn, she would too be very beautiful, but younger, and she is fun; which is the most important element which can be taken from the fragrance.

Finally you have the strong family of Les Creations de Monsieur Dior, which are almost the cousins of the Dior family, as they themselves make up 6 of the Dior fragrances, meaning there is a strong bond and collection within the brand. Diorissimo, Diorella, Dioressence and Diorling are almost quadruplets, the smells and the looks which carry the Dior fragrance forward are so similar, the bottle shapes are all identical and the look and feel which can be captured from the fragrance are identical. 

I personally see Diorissimo as an interesting family member within the fragrance market. The bottle itself is very bland, there is very little shape and outstanding factor of the bottle, however this inputs an element of mystery within the product, implying that Dior may have put all their efforts into the smell and left the packaging and bottle plain to allow a sense of the unknown into the product. The sell is so floral and fruity, almost a younger smell, however it was one of the first created which leaves the element of surprise when the scent is smelt as you see the movement behind the smell throughout the years. The Diorissimo woman is incredibly elegant yet simplistic, it leaves a lot to the imagination and allows a true mystical element to her; she too would be incredibly beautiful, old fashioned in her beliefs yet her rebranding makes her young in age. In my opinion, Diorissimo is the most interesting of the Dior Fragrance Collection, and although she isn’t the most famous, this adds the element of surprise to her, which is her unique selling point within the market. 

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Diorissimo, Fashion, Fashion Promotion, Harrods, Haute Couture

Dior at Harrods 2013

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Just over a year ago, Dior held an event at Harrods to boost products as well as promotion for the brand. This was such an impacting event, which is still causing a push for Dior within the store. For one month in March, a ‘luxury adventure’ had been crested combining the Paris boutique with British charm. Dior opened a cafe there, and a French menu with was also similar to that of Sketch bar, as they worked in synergy to promote the brand. Special British makeup collection was first published with exclusive one-offs for those who were wealthy enough. This event is something that I think is vital to the promotional aspect to the brand, as well as raising awareness. A perfect opportunity, ands something I believe Dior should re-arrange.

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Conduit Street, Diorissimo, Fashion Promotion, Haute Couture, Home of Dior, Sketch Bar

SKETCH Dior

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Sketch in London, is situated at 9 Conduit Street, and is now a French restaurant which canals be found in Paris. This connection with France originated from the previous owners of Sketch; Dior. This townhouse used to have a design legacy around 1900’s, and was designed to be a very new, and quirky designers house. Max Clendinning was the architecture designer, but also created display cases for Dior’s ready-to-wear clothes and accessories, making a name for the ‘pop interior designer’. The whole room was painted in a mid-grey velvet to create a real sense of luxury: “throw the clothes into sharper relief, and seems to conform with the classical, refined elegance of the House of Dior itself.” This building will always be a part of the development of Dior and will also be a special place within the company.

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Chanel, Competitors, Diorissimo, Fashion Promotion, Haute Couture, London, Store Placement

Positioning between DIOR and CHANEL

The positioning between Dior and Chanel shops, boutiques, perfume and cosmetic stores in Central London.

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.

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Christian Dior, Couture, Diorissimo, Fashion, Fashion Promotion, Haute Couture

Diorissimo 1960

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These are four of the posters which were used to publicise the 1960’s Diorissimo perfume, some of the first promotion platforms used by Dior to entice the audience in.

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Christian Dior, Diorissimo, Fashion, Fashion Promotion, Haute Couture

DIORISSIMO

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Diorissimo is not only a fragrance created in the 1960’s but Dior himself created a handbag collection along side the perfume. This has, however, now be re-branded and upgraded within the fashion industry. Dior are currently publicising the new Diorissimo bag, made from calfskin with contrasting pockets; this re branding is exactly why Dior are so successful within the industry. They look back at their existing products and see which were especially successful and work with the products, and try and reinvent them to fit the new target market. This is key within this industry in particular, the essence therefore of the product is kept the same, attracting the old market to reminisce within the brand. 

The old bottle, created nearly 55 years ago, was a lot smaller, and rounded at the sides to make a thin oval shape, with half the bottle class to see the perfume itself, then delicately wrapped in a dog tooth print, to match the lid. A small bow was tired around the lid of the bottle; which was a very feminine and the style of the time, which is why Dior is such a successful brand, it continually evolves and changed to fit the target audience. The sectioned bottle is such an effective way to entice the customer, as the eye is drawn toward the bottom of the bottle, showing the buyer just how much perfume you are getting for the price; which is a commonly used technique within the perfumery industry. Although, the old bottle looks very bulky and solid in shape, it was a very different shaped bottle in the 60’s, and attracted a lot of attention within the target market; it was the perfume which was desired and work by those who were upper class. Christian Dior has always had such a positive relationship with his target market, and always will be such an inspiration within the perfumery world. 

The bottle which is still available to buy now is a similar block shape, with rounded edges; but with a modern twist. The oval indented into the bottle to display the brand and name of the bottle is placed in the centre of the bottle itself. There is no dog tooth, however there is a sense of where it used to be, on the rim where the perfume lid is taken off, there is a metallic texture to the neck of the bottle, which is where the dog tooth was placed on the old bottle. There are similarities within the bottles, however the old bottle was a lot more unique and recognisable for customers to quickly distingusish. This is a disadvantage for Dior, as for this perfume in particular they haven’t made the bottle interesting or unique in any way, though it does fit with the collection of bottles; which when they are all together looks sophisticated and simplistic in design.

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