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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Elsa Schiaparelli, Fashion, Fashion Promotion, Haute Couture

The GRANDE-Mère of couture

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There is one woman who has stood out to me over the years as one of the leaders of Couture, a woman whose work was so different and unique at the time, and even though art and poetry was the route in life she wanted to take, fashion took over and snatched up her talent and brought her into the ever-moving industry. Forty years after the death of Elsa Schiaparelli, her life has come back into the light as her work is reviewed and looked at again by many. Her passion and determination for doing something special with her life was such an inspiration, to not only her family, but young photographers, designers and fashion followers. From Giacometti designed ashtrays, to Dali dressing her windows, Schiaparelli was one of the most glamorous, genuine and loved designers of her time, and her mark has been left after all these years. 

‘Elsa Schiaparelli was the most influential fashion designer of the 20th century. She was the first to use the art of her time in a provocative dialogue with fashion, and hoovering up elements that caught her fancy from all over the world.’

– Meredith Etherington Smith

There has recently been a book released about the life of Elsa Schiaparelli and her personal photographic collection of her family, lovers and the house she once lived in; which have all been selected by her granddaughter to bring her name back into the light and teach those about just how incredible she was. She is a name that I will always follow, and a book which I have ordered and am more than excited to read.

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Bloggers Event, Company magazine, Fashion, Fashion Promotion

Company Bloggers Fashion Event

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Last Thursday I was lucky enough to attend the Bloggers Style and High Street Company Event; hosted by the Company Magazine which was such an incredibly fashion event, combining all of the big bloggers with the best of what the high street has to offer! With names such as Primark, River Island, Warehouse and Yumi; the event was so individual as the fashion collections are available to buy from stores now! This extra factors was a real eye opener, and the bloggers themselves were available to discuss their reasonings and colour pallets. The fact that there was a real sense of high street style made it available and accessible to all; from teenagers to young adults!

BLOGGERS: Megan Ellaby for Asos, Emma Hill for M&S, Coco’s Tea Party for Next, Patricia Bright for Oasis, Hannah Louise F for Primark, Kavita Donkersley for River Island, Doina Ciobanu for Yumi and Amy Bell for Warehouse.

As well as this, the event offered free makeup and tutorials, nail sessions as well as hair styling; the interactivity was perfect for the event, and with names such as Paul Mitchell and Bargrooves, it is no wonder the tickets sold out within a week of releasing them. Located in Tobacco Dock, the event was also so personal, and the lighting, positioning and the whole decor fitted the mood spot on, and the whole event was so eye opening and helpful for not only fashion bloggers, but those interested in fashion and the high street brand. If there were to be another event held by company, I would not hesitate one bit to go, the whole scene and professional catwalk was just incredible, a real eye opener to what is out there today.

http://www.company.co.uk/magazine-hq/bloggersstylethehighstreet2014

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Fashion, Fashion Promotion, Fashion Trend Forecasting, Vogue

Fashion Trend Forecasting

RETAIL ASSEMBLY Trend Forecasting online workshop

Within trend forecasting, there is Shared Situation Awareness, which is the themes and ideas which are shared amongst a group – the opinion formers- fashion does not feed fashion, we have to look outside of this for new trends and fashion designs which in turn feeds to the audiences. Trend Forecasting is a teams ability to recognise a pattern in a fluid situation and to use this information to anticipate what might happen. Fashion is forever moving, you have to take a snapshot of what is happening in that section of time. Some looks have defined decades, like the bob, now they define a season, or a year, it is incredibly fast moving, and you have to constantly be aware of what is coming out; exhibitions, music, films and other emerging areas. You have to be incredibly quick with this.

There are three steps in this process:

  1. Observe the raw data
  2. Spot patterns to form hypothesis as to how the situation might unfold
  3. Test the hypothesis

Ford – you have designs which are going to be large within the industry, something that will be sold quickly, something that will be very popular, however it is fast fashion meaning it appears very quickly.

Trafalgar – slow fashion is where an idea will evolve over a period of time, which will become very developed and destined and will be right and exactly what the audience will mean. It will be touched on time and time again, a theme or a technique which is constantly revisited within the designer. Vivienne Westwood is an example of this, as she has a strong British essence within her work.

Bubble up is where trends enter from the street and work there way up within the fashion industry. Trickle down is conceptual dresses, where the clothing is very difficult to understand and interpret, but has been observed and has made its way into the high street. Zara is incredibly good at this, as they have looked at what is new and couture within the industry, and they make their own look out of it, the look becomes very simplified and enters the high street, fast fashion market. Often this moves around regions within the country, what is good where and why?

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Couture, Fashion, Fashion Promotion, Oscar De La Renta

The loss of one of Fashions Greatest

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Yesterday, we had to say goodbye to one of the worlds most loved and talented fashion designers, Oscar De La Renta. At the age of 82, the long fight with cancer was too much. Many designers, models, and family have spoken about the loss, and have described him as the ‘gentleman of fashion’. Naomi Campbell, Karlie Kloss, Marc Jacobs and Alexander Shulman have all spoke of the loss of one of the worlds most passionate, loving and leading figures within the fashion industry. It is phenomenal how many lives he touched with his work, and the effect one man can have on an audience and business. 

http://www.oscardelarenta.com

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Art, Christian Dior, Competitors, Fashion, Fashion Promotion

SWOT of Dior

STRENGTHS: Dior itself has so many strengths, but those which have drawn the company out the ground is the individuality and strong sense of narrative and the creation of ‘the dream’. Over the years Dior has created such a passion for the brand, and the need for it, which is why, 60 years on the company is still ever moving with the fast paced industry. 

WEAKNESSES: Although the company is very well developed, it has only a few downfalls, due to the change of designers over the years, at points there has been very little stability within the business, and the change of the personalities being injected into the brand has meant that in some cases there has been a large change in style and designs of certain pieces. 

OPPORTUNITIES: Dior is very aware as a company, and keeps up to date with all events. The Dior Harrods event in 2013, promoted the brand once again and allowed a whole range of audiences to view the garments and styles. The experiences which Dior choose to exploit are perfect opportunities for sales, and for the audiences. 

THREATS: Along with threats comes strong competition within the industry, and in this case, the threats lie with Chanel, and the fact that there is such a strong connection between the two brands. However, threats also lie with the designers, as in the short stay of the designer Bill Gaytten in 2011 for Dior, this can cause threats as it can have a lasting effect on the brand essence. 

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Beauty, Creative, Daphne Selfe, Fashion Promotion, Model

Young at Heart

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There has become a sudden increase in the Flat-Agers, who are defined by being over 60 and having no input within the fashion industry. However, this has now changed, and instead are becoming more of the targeted audience due to the money that the consumers have, as they are no longer working and have the necessities of the modern world. The money is therefore able to be spent on meaningful connections to them, such as family or friends, as well as adventures, experiences and products which they are yet to have consumed themselves. 

People are now living longer, which is something that is becoming more of a reality within our culture; people are retiring later, and are becoming healthier due to the accessible resources. A prime example of this is the wonderful Anna Wintour, who is indeed 64 years of ago, however she doesn’t wear an anorak and comfy plat shoes, nor does she stop looking stylish and keeping up to date with technologies and the fashion industry; so why should all of the other older generation nor follow in her footsteps?

‘Something exciting is in the air. Forget everything you thought about being old, or age even. In the society of the future, age isn’t just a number – it’s flat.’

There was once a gap between age and beauty, yet Meryl Streep, Emma Thompson, Daphne Selfe, Alexandra Shulman and many other inspirations within the industry have proven that you can re-adventure into the new world, and that within that age gap they’re increasing becoming more adventurous, beautiful and willing to try new things; which is what you’d expect the younger generation to do. This creation within the industry hs driven to older models, such as Bernhard Wilhelm, and the rise in technology blooming within the flat-agers. 30% of American’s between 50-64 years old own their own tablet or iPad, proving that you’re never too old for a new adventure.

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Beauty, Campaign, Competitors, Fashion, Fashion Promotion

The work behind a Campaign

  • First of all, a press release is pushed to the audience to announce campaign a year in advance – making the product desirable, making them realise just what is coming and to inform the press. 
  • Then, the company will tip off fashion magazines and press so it gets around to everyone; causing excitement.
  • Twitter, Facebook and Instagram are also key to promoting the campaign. conversation about the brand. 
  • The press are therefore interested in the designer to make the product, then get  photographs of it, then it gets sent to PR enabling them to have physical products to show, then exclusives are pushed again with pre released images. 
  • The, all of this information reaches the media, the interest to the customer and is given to the audience in sections: 1 glossy, 1 weekly, 1 cover, 1 sunday newspaper. 
  • They then pick the images, no one has the edge to the other they all have to have the images at the same time – 2/3 months before hand, a teaser. 
  • Possibly an interview with the designer, something to tell, the story is then told about the collection or product. 
  • Beginning of November more images are released to all medias, final push – billboards on oxford street, placements are then chosen and bought for maximum promotion.
  • Then when the product is realised, a follow up story is created, and normally the words ‘SOLD OUT’ are used – meaning a sense of exclusiveness.
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Fashion, Fashion Promotion, Haute Couture, John Galliano, Margiela

The return of a familiar face

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Early this month it was confirmed that the quirky, eccentric and all round adventurous fashion guru John Galliano is to restart his fashion career and has been appointed the Creative Director of Masion Martin Margiela. After the company having a slight quiet period over the last year or so, Margielas was ready for a creative boost, and a change within the company to boost the promotion of the famous brand, and there is no one better than Galliano for this position. He is expected to show his first deigned for Margiela in January during Paris Couture Week, including the ready to wear. Since leaving Dior, Galliano has been a loose cannon within the industry, and being under the watchful eye of the brand would do him some good – which in a statement to Vogue he very quietly agreed to! This is now something that I will be constantly watching and checking, as Galliano was one of the biggest names within Dior, and definitely left his mark

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