- 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.
Tag Archives: The Dream
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.
Categorising the Audiences
BRICs – Brazil, Russia, India, China
TIMP – Turkey, Indonesia, Mexico, Philippines
MINT – Mexico, Indonesia, Nigeria, Turkey
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.
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.
THE New Burberry Store
As fashion is fast moving and it is constantly evolving, having something different, something that makes you stand out in such a competitive market is exactly what brands need to keep the competitors off, and is something that Burberry Regent Street have taken to another level. The whole experience is luxury, but they have incorporated a strong digital element to the store too, meaning that when you enter the changing rooms, when you stand in front of the mirror, it transforms into a screen which shows you the outfit on the catwalk and what the garment was made from.
Christopher Bailey, the creative director for over 10 years at Burberry has made his possible, he has pushed the brand throughout the years to create something new, something unique to entice the customers in; which is so vital to the industry, and has been a high publicity push for Burberry too; constantly promoting.
ALEXANDER WANG – H&M
On November the 6th, all eyes and ears will purely on the Alexander Wang collection for H&M. The fashion world is now on edge waiting for the full collection to become released, the American sportswear with his own twist. Following Isabel Marant, Versace and even Stella McCartney, this collection in particular has become a very popular look which not only his target audience want; but the dropped prices have attracted a much broader audience for purchase. These events are so vital to the way the fashion world works, as it allows each and every one of us to have a piece of the design collection’s dream, we are all able to make our own story with the garments. Alexander Wang is someone who I have previously looked at in great detail, and I have to say I am incredibly excited to see this collection.
THE NEW VALUE ECONOMY
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.
charlotte joy 