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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Uncategorized

Diorskin Star Foundation

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With this month’s issue of Vogue, amongst Taylor Swift, Jamie Dornan and Zoella, there is a hidden gem in regards to Dior’s cosmetics promotions. In this months issue, Dior is mentioned or shown 8 times throughout the magazine, but a whole page is designated to Dior this month, which is such an incredible feature to find. With Diorskin Star Foundation being the main attraction, it is so important that Dior finds it’s name in THE fashion magazine. 

The article is based around Dior’s new piece of technology; the Diorskin Star Foundation Analyser: which is a perfect shade match to the customers skin. Although this has been created by other brands, it is important for Dior to be up there and publicising their technology too. The light weight foundation comes in 14 different shades, and the customer is able to mix two foundations together to create the perfect blend. This very personal experience is exactly what keeps Dior ahead of competitors, as well as they’re exclusive cosmetics and their tool kits. The need for flawless completion is so vital, and with connections to backstage makeup links, this is such an incredible product to be selling; as well as being so widely publicised to the target audience.

http://www.vogue.co.uk/brand/christian-dior

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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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Economy, Fashion, Fashion Promotion, Ownership, Sharing

THE NEW VALUE ECONOMY

Diane Von Furstenberg - Runway - Spring 2013 Mercedes-Benz Fashion Week

There has recently been a high shift towards access rather than ownership of products; meaning that within the industry we now share, rent and borrow products instead of individually purchasing. This therefore creates a large impact on the reputation, trust and how we value the market. Because of this sudden shift of ownership, it has now effected the way that the younger consumers now curate their identities, as well as valuing products. 

There is now an element of fashion which is called the Sharing Economy; Consumers no longer therefore have the same relationship with goods and particular services. Meaning that with the rise of technologies such as Instagram and Vine, the younger generation are now able to craft their own images. Also, as there has been such a push with technology over the years there is no difference from Work and Home life, as we are all on smart phones, there is no definitive line of which stops when and where the other starts – meaning there is no down time. The new element of online stores and the combination of web magazines is due to the relationship with the younger generation and the way they communicate with brands – is it always accessible to shop online but not aways in person, meaning the face to face confrontation is becoming minimal.

‘In this World, in which we are constantly on Instagram on Twitter, on Facebook…it creates even more demand to wear aspirational clothing, to wear designer brands, to show up at cool places around the world – it fuels the experience economy.’

Consumers are now challenging the value of luxury goods, as copies and fakes are now so accessible – meaning that a negative link with luxury has therefore been formed. The new platforms that we have now, causes designers to move forward all of the time due to the fast moving market and the push from the audience – new materials are constantly being pushed, technology fashion.

High end designers area also approaching this playful approach, using new and fresh materials when creating to make the good more interesting and high end. Physical products have decreased in recent years, as smartphones have had such an impact in the way the shopping experience now occurs. It is now seen that owning a product is a burden, instead you want a temporary arrangement to constantly have the best up and coming, unique product or experience available. 

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Christian Dior, Christmas, Covent Carden, Fashion, Fashion Promotion, Gold, Haute Couture

Christmas at Dior

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These Christmas exclusives for Dior are so winery in colour, focusing on the true colours of Christmas, and the shade of eyeshadow are warm and wintery. The lipsticks are in two halves, and the packaging alone shows the individuality and the unique style is looking at. The nail varnish is a small, almost chubby bottle of luxury nail varnish, which I have been promised stays on for a minimum of 2 weeks. The products are currently not on sale, yet the first ones which have been sent from Paris can be found in the Covent Garden boutique, which is where I was fortunate to see the products for myself. 

Something that Dior is really looking into is individuality with products, and I personally believe that this Christmas they’ve achieved this; just like the Christian Louboutin nail varnish, with such a fast pace market, each fashion house is looking for a new unique selling point within products; which I believe Dior has created, but have still looked at their traditional work.

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Chanel, Christian Dior, Competitors, Covent Carden, Designer Clustering, Fashion Promotion

The FINAL clustering

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Within the UK, there is only 1 remaining piece of Art Nouveau Sculpture, which is the middle of Piccadilly Circus – Eros, the statue of love. Carnaby street which is a short walk away in the 1960’s used to a very unique little boutique street, however it has now become very much the same as other shopping streets within London. However, Newburgh Street was the first street to be the Alternative London Fashion Week, here you can find so many interesting and one off shops which is why it has made its name on the map over the years – which is were Mac, Liberty and many other shops live. 

However, the final part of the trip leads me to Covent Garden, home of so many luxury shops and fashion clusters; but most importantly it is one of the areas where you will find Chanel and Dior right next to each other. This placement did not happy by accident, right opposite the main square, it is a prime location for the two Haute Couture giants. Though this is where you will also find Apple, one of the biggest in London, which is very important to note as there is not a large push between technology and fashion – which is what has been promoted and publicised on this years Apprentice. The Dior shop was so incredible to visit, and the staff where incredibly informative, telling us about the life of Dior, and how the company works. Dior in Covent Garden in a beauty boutique, and the first in London when the company expanded from Paris; which is why this store in particular is vital to the understanding of Dior.

Throughout this walk, I learnt so much about the store placements, why and how the stores are categorised and very strategically placed to help the consumer become tempted by more than they set out to look at. This is a vital part of the fashion industry, and clustering takes a very long time to perfect, as this is so key to the way the brand is viewed, and by who. This walk was incredibly useful for my knowledge, and taught me an awful lot about London, as well as the Designer Clusters.

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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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Beauty Boutique, Christian Dior, Couture, Covent Carden, Fashion Promotion

Christmas at Dior

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When looking at Dior Fragrance, there is one shop which automatically comes to mind in regards to cosmetics and learning more about the company; the Dior Beauty Boutique in Covent Garden. It was the first Boutique of Dior’s to move from Paris, which means that a lot of the products which get sent over appear in the Covent garden store first; which is personal as it had a connection with the company itself; but it also has its unique eye shadow which was made just for the Covent Garden Store. Having elements of individuality and unique selling points within the sales and stores is so important as Covent Garden is now know by some, as the ‘English home of Dior’. It has such a power and hierarchy over the other stores due to this. 

As I am a member of the Special Events and Information side of Dior, I have recently been to see the new Dior Makeup, which is being released at Christmas. Without ruining the surprise, the bottles of nail varnish and the lipsticks come in an incredibly rich gold colour, with a cylindrical theme within the overall style. The colours are so full and wintery, with a day and night wear section. The lip sticks were something else, with two shades for highlighting and a shimmer, it is something that not only I, but so many people will be looking forward for when Christmas arrives. Dior is such a fast moving brand, and not on the products, but the wording, packaging and the overall feel of the products has become so developed over the past few years. In a few weeks I am having a private makeup session with one of the top makeup artists at Dior, to test the new products and the Covent Garden eyeshadow, an incredible and unforgettable experience!

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