Beauty, Christian Dior, Couture, Fashion Promotion, Haute Couture, Luxury

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.

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Christian Dior, Fashion, Fashion Promotion, Miss Dior, Perfume

Dior – Miss Dior

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Miss Dior is one of the most famous fragrances by Dior, and has a range of adverts from over the years of rebranding and re-publicising. However, in my opinion, each and evert advert works so perfectly with the bottle; keeping the colour scheme, the elegancy and the luxury at the front line. This is so vital to make connections within the advert, as this is one of the first platforms which will come in contact with the audience. It is, however, a rather old fragrance. The Miss Dior 2010 advert is incredibly pink, the colour of the perfume liquid itself; however the 2012 version is a lot more muted, and the black bow from the top of bottle is pushed instead. These are such important features to consider when filming an advert; and something that Dior spends a lot of time on, and in fact a lot of money on –  perfecting the piece to create the perfect advert. Each of these adverts, unlike J’adore, include other accessories of the company, and even the dress in Miss Dior Cherie was a Dior exclusive; meaning that they are not only pushing the fragrance, they are constantly promoting the whole brand. Miss Dior is an incredibly personal perfume bottle in itself, named after his sister Catherine, it is also very specially made; the bottom of the bottle is rough and patterned. This is from when Dior was sketching one of his models, and when she stood up from sitting on a stool, she had a pattern imprinted on her leg; which Christian Dior himself loved; therefore there really is a piece of Dior in each and every bottle, a very personal company, and an incredibly developed company. 

https://www.youtube.com/watch?v=tRwzkY5GQpY

https://www.youtube.com/watch?v=-w5BJaCvaoM

https://www.youtube.com/watch?v=w1pc92zxYmo

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Christian Dior, Couture, Fashion Promotion, J'adore, Perfume

Dior – J’adore Advert

CharlizeTheron

The J’adore advert is the latest that Dior have published, after rebranding and creating secondary perfumes within the J’adore umbrella. With names such as Charlize Theron and Marilyn Monroe, this is one of the most luxurious and beautifully created adverts. Set in Verselle, the home of Haute Couture and Fashion itself, it is such an impacting and interesting advert when it is broken down; The initial comparison between the bottle and the model, is the tight, elongated necklace, which is reciprocated on the bottle neck; originating from Africa, where women were only beautiful when they accessorised and tried to manipulate their body to become what was deemed beautiful. The whole colour scheme is golden throughout, to highlight the heavenly bottle, and the golden smell which is needed by every women – which is why at the end of the advert, Charlize Theron is highlighted by a halo, to indicate the beauty and elegance beaming off of her, due to the fact that she is wearing J’adore Dior perfume. All of these subtle factors all work in synergy to draw the eye in and send the audience little hints of what is perfection; Dior are therefore selling the dream.

https://www.youtube.com/watch?v=Rm-vBq-1T1k

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Fashion, Fashion Hierarchy, Fashion Promotion, Luxury

Luxury Fashion

heritage

Luxury brands offer a range of products which are priced just high enough so everyone can feel that they are a part of the elite fashion market, yet the pieces they’re paying are more affordable. The luxury brand has been around since the 19th Century, therefore it is new to the world of fashion. The luxury market is run by many different groups, LVMH, Kering and Richemont; these allow the groups to distinguish the level of luxury which the brand is offering. Unlike Couture, there is such a range in the entry level, that it really cant be distinguished; from brands like Louis Vuitton, Gucci, Prada, Burberry and Hermes, there is such a range in their individual entry levels and prices. The target audience for luxury products is aimed at the younger generation to attract them into the market, however 76% of the buyers are aged 35-54, who can be found in social class A, which the majority will earn over 100,00o per year. Within the luxury market, China is the largest consumer of goods. On the other hand, 99% of Louis Vuitton’s products are fake throughout the world, meaning that at the end of the year, he burns all of the leftovers to make sure that the desire for his work doesn’t loose the luxury value to it.

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