Chanel, Christian Dior, Competitors, Fashion, Fashion Promotion, Fragrance

DIOR vs CHANEL

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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.

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Fashion, Fashion Hierarchy, Fashion Promotion

Brand Diffusion

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Brand Diffusion is a label which is a low-budget line, which is targeted at incurable label addicts who have the desire to shop at upper market labels but don’t have the money to to spend on the real designer brands. It sits below luxury fashion, but just above the high street, however, many do get mixed up with Brand Diffusion and high street. Labels such as DKNY, Miu Miu, Marc by Marc Jacobs, Alexander McQueen and Moschino – this is therefore controlled by the professional body within the market, decided by the fashion houses, depending on the retail prices they want to set. For this section of the fashion market, the entry price ranges between £40 – £400 due to the specific brands, as they are commonly priced 30% less than the catwalk prices, which in turn makes the brands a lot more affordable for the target audience, and allows a sense of luxury and designer into our lives. Diffusion lines are bulk produced stock that sells a large variety of the original luxury brand’s stock, which can include fragrances, accessories and clothing, however this is distinguished by the fashion houses instead or the original brand as they don’t want to devalue their brand. Due to this, it attracts a younger market, and has enticed a new target audience, enamelling the younger generation to afford the more mature and higher end products and garments. This is therefore a positive thing as it enables a large client base, it diffuses the audience and makes certain products a lot more accessible for all. However, for the brand itself, it makes some people question the wholes brands quality – which can over time have a negative effect on their target market.

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