The Dior Narrative

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. 

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.

The return of a familiar face

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

THE COMPETITOR

The biggest competition of the Haute Couture world, Chanel, has just released their new Chanel No.5 advert; created by Award Winning Director Baz Luhrmann including the beautiful Gisele Bundchen, it is such an interestingly passionate new promotional element to the brand. Let alone it is set in the beautiful, dreamy land of New York’s Queensboro Bridge, the whole setting, theme and narrative of the advert is beauty, as well as the luxury in living somewhere so beautiful. Adverts such as these cause such a threat to Dior as it has pushed the opposing brand into the publics eye, which is exactly the opposite of what Dior would have wished for, however this is so common within the industry.

‘In the end, it’s about romance and passion – and I want to spend weeks in the Chanel archives!’

Luhrmann wanted to create something desirable, something that all women wanted; a successful career, a luxury house, a beautiful daughter and the lifestyle which was portrayed, meaning that women will buy into the dream to have their own journey that Bundchen is displaying, they want success, and having the perfume will bring this. 

Now, we simply need to wait to see how Dior reacts, as J’adore and Chanel No.5 will now be the two main adverts to watch this Christmas, as the final push for promotional aspects of the perfume industry begin.

DIOR vs CHANEL

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.

Diorskin Star Foundation

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

My Burberry

When looking into perfume adverts, and the way they are created and the narrative behind them, My Burberry the new fragrance is a perfect example of this. The very traditionally British advert is such an incredible advert to represent the British brand: it is raining, the mac and the British models. Burberry have really thought about the message they want to send out to their audience, and it is such a strong one. Both Kate Moss and Cara Delevingne work perfect together to create the dream of Burberry; an incredible perfume advert, and one that I will destruct and look at in much greater detail for the project.

Unique Selling Point of Dior

• Dior offers complete package of luxury, it contains the whole product package.

• Giacopelli: “Dior is a luxury brand. Christian Dior wanted a woman to feel elegant from head to toe.”

• Dior has constantly found what is missing from the market.

• Dior has created a dream, an essence, and a strong narrative within the company.

Positioning between DIOR and CHANEL

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.

Christmas at Dior

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!