We will discuss the brand Christian Dior.

The presentation will go into detail the brands identity as well

as key facts about the brand consumer and it’s current position in the market. It will also give an
overview explanation the communication mix and how Dior communicates its brand to the consumers.

1. Profile

-1905: Dior is a luxury French brand that was founded by designer Christian Dior.

-1946: 30 Avenue Montaigne was the place where the Dior label would flourish.

-1947: The “New Look” was born, Dior’s most iconic style was making its way into women’s wardrobe all
around the world.

-Dior sells a range of products such as women and men’s fashion, Baby Dior, a range of makeup and
skincare, jewellery and fragrance and one that not many people know about home ware.

2. Identity

-Dior uses the font Nicolas Cochin, this font gives Dior its stand out point and makes the logo well
known.

-The designer logo is black and white using simplicity to make it easy for the consumer to recognize.

-The brand still uses the lily for the valley in its plants outside the stores as well in their product. The lily
of the valley is a truly integral part of the branding and brand.

3. Consumer

-The brand is not just for one age group. The brand is diverse covering all age groups, from its baby Dior
to its women and men collections.

-Although people from all around the wolrd are buying Dior, the main consumer for Dior at the minute is
Middle Eastern women.

-Another big consumer for Dior is the Chinese, “ around 80% of luxury items purchased by Chinese
consumer are bought during a trip abroad, especially in Europe”.

-A regular consumer for Dior tends to have extensive disposable money, as it is such a luxury brand and
has an expensive price tag.

4. Positioning

-Dior’s main competitors are Chanel, Gucci and Prada, these are high-end luxury brands.

-The Dior brand executes Confidence, style and sophistication in every line they produce.

-Dior uses its USP (unique selling point) is that thay have always kept the heritage of the brand since
Dior him-self.
-Dior uses its ESP (emotional selling point) to draw the customer in.

-The brand makes the consumer feel important and valued every time one steps into their store or sale
area.

5. Communications Mix

5.1. Advertising

- One of the main ones being with adverts on the television. Using this media to advertise is an
expensive but powerful way to promote a brand.

-A common form of advertising in the fashion industry is with print. Dior advertises their fashion brand
in many magazines, the main one being Vogue and Harper’s Bazaar.

-Another way they communicate the brand though advertising is with billboard. Dior mainly places
billboards in main cities such LA, New York and London.

5.2. PR

-The brand also has begun a sponsor-ship with the Princesses Grace Foundation, that awards grants in a
form of schoolarships, apprenticeships and fellowships to people in the Arts.

-Dior also uses celebrity endorsement with names such as Robert Pattinson and Charlize Theron with
many more big names to target a younger market.

5.3. Persional selling

- A popular way of doing this in the fashion industry is with trade shows. One of the biggest trade shows
Dior is apart of is Fashion week.

5.4. Sale promotion

+) Packaging

- Dior’s packaging for women is simple and so identified as sophisticated.

- Dior’s packaging reflects the brand as a luxury brand, with the white surface and the Dior logo.

- The men’s is a black surface with the logo a different shade of black with slight shine.

+) Layout of the store

- The Dior stores are filled with shades of greys and light pinks. They are designed to make the
consumer feel important.

- Do not use a loyalty scheme or discount however the makeup and skincare as well as the
fragrances can be sold in stores where they might be discounts.

5.5. Direct Marketing

 - Consumers can subcribe to Dior viva the Dior website.

- They will then be able to access the Dior newsleter.

- With Christmas coming up they are also advertising great gifts to family and friends.

- A good thing about Dior is that it does not send you spam email.

5.6. Social Media

- Using sites such as Facebook, Twitter, Google, Tubular and Instagram as well as Youtube
page Dior is communicating excitement about the brand.

- On Youtube, they also do video from fashion week and runway shows as well as backs stage
access.