Fashion, Fashion Promotion, Haute Couture

Dior’s Competitors

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Although Dior is one of the most influential and impacting companies within the fashion sector, other business’s on the same level therefore become highly competitive to make the same impact on their audience as Dior. Fashion itself is an incredibly strong competitive market; which is some cases can help the overall business, as it can push certain audiences in different directions as they have to choose which brand to go for. However with negative publicity or a bad review on a garment it can have a devastating effect on not only the company, but sales too. 

One of the biggest competitors in competition with Dior is Chanel; the two giants of the couture world. Being placed opposite each other in selfridges and other departments stores, as well as being round the corner to each other in London’s busy city centre, it causes a lot of friction between the two brands. Prices, colours, crops and materials are all so definitive from the catwalks and what is wanted by the target audience for that season, the chances for individuality are slim, however let alone competing with big brand. For the last 4 years in a row Dior has been the most bought perfume range above Chanel, however the Chanel handbag sales have increased largely over the past 2 years, much higher than Dior. Therefore, when a large competitor is so close in the market, at times compromise is the only way around this problem. Dior and Chanel will however always be trying to out do each other as it is simply the industry that they find themselves in.

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Fashion, Fashion Promotion, Haute Couture, Technology

Technology used by Dior

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Due to the emerging market and the fact that the industry is fast moving, companies have to adapt to what is new and upcoming within the fashion industry, as well as new technologies and ways of adapting the media and ways of contacting their audiences. As we now live in the 21st Century, this month the new iPhone 6 and iPhone 6 plus got released, and within 24 hours 4 million units were sold – let alone all of the other iPhones, android products and other brand; proving that the people of this generation, showing that technology is becoming more important and part of daily life. 

This is where brands, like Dior, have entered the new world, and have a well  established website with interactivity and a very easy working system,  but keeping up with sophisticated look of the brand. As well as the following  technologies: 

  • Instagram
  • Twitter
  • Facebook
  • Blogs
  • Website
  • App

Because Dior has become such a developed brand in itself as well as its awareness of what the target market are currently doing, and the latest technologies which are available, it allows the whole shopping experience, in store or online to be a remembered happy experience. As well as online, in store large digital images are constantly being displayed with a very high quality, showing the consumer possible outfits and ways of combining the products in store. This is such a vital element to have within the industry as it educates the shopper in a very indirect manner.

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Ethical Issues, Fashion, Fashion Promotion, Haute Couture

Ethical issues with Dior

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When approaching a fashion brand, there are so many factors which work in synergy to create the correct brand and the specific message that you want to sent to the target audience. However, this changes depending on the country, or region you are targeting, as it will attract a different audience due to the certain promotions. 

Dior, however, have become very adaptive to this on a European and Global level, and manage their adverts, articles and catwalks to fit the certain audience; regarding ethical issues. Due to it being such a brand there are strict ethical issues to keep the company, audience and creators satisfied. Regarding ethical issues, there are factors like inequity, phrasing, models, environment and fur, which all need to be specifically researched for the target audience. Dior produced a very large fur collection in 1956, which in that time, was acceptable as there was a lot of fur around; however 5 years ago there was a large discussion about the rights of fur and the ethical issues behind it. Therefore, Dior kept away from fun, unlike the competitors which therefore brought a lot of negative publicity upon themselves. 

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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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