SKETCH Dior

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.

Diorissimo 1960

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.

DIORISSIMO

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.