Fashion Promotion, History, Movement, The Dream

The Importance of Fashion

SPIRITUALITY:

Brands want to make an emotional connection with us, the consumer – the buying of the product isn’t important, but you have to be absorbed into the brand – learn their story – then, you may purchase something, it is secondary to the experience and whether you belong to that brand. The whole experience becomes very psychological as you’re focusing on emotions, what they like and what they would rather have to appreciate the brand; you have to sell the fashion, the brand has an essence, story and dream, and this has to be at the forefront of the shopping experience. The shape of the clothing and the styles aren’t as vital, the emotional response to the brand is therefore vital.

OPINION MAKERS:

Bloggers, designers, top models, are just a few of the people who would have an impact on the audience, they’re the opinion makers within the way a trend comes about. Many designer collections are now hosting individual events which act as a photo worthy event, everything has to be beautiful, the small group of people experience this new event; and in doing so they talk to their early adopters, which let the information leak quickly, but not to the mass market to stop the brand getting damaged to the wrong people; but the adopters pick up on it and it grows as it becomes more aware. This is all due to a very personal experience and a unique event; the selling of the brands itself is very subtle, but the experience is the key think which is being highlighted.

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Armchair, Christian Dior, Creative, Fashion Promotion, Fragrance, History

DIORISSIMO – the reasoning behind the shape

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Something that isn’t known by many is why the bottle changed shape so drastically from the first production of Diorissimo. However, when the product was re-branded within the collection Les Creations de Monsieur Dior, the company wanted to create something very personal, something unique which taught others about the life of Christian Dior. When Dior used to sketch, he had a very special chair which he sat in, a dark grey armchair with a white rim. It was where he sat, a duplicate of the one he had at home. Dior then made his models sit in the chair for inspiration when he wasn’t able to think of a new and inventive line. Because this was something that was very personal and known by all that worked with him, when the second bottle of Diorissimo was created, it was shaped as if to replicate the armchair.

The sturdy and solid shape of the bottle is to mirror the structure to the chair, and the round rim is the oval cushion which sits on the back of the chair. To the audience this is unknown, as it is simply a perfume bottle, and to them a fragrance, yet Dior created so much more than fragrances, the brand itself were, and still are very particular about the shapes and reasoning behind the products; which is why to this day, it is such a successful and solid business.

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