Products
Christian Dior SA offers some products in different categories:
- Christian Dior Couture
- Wines and Spirits
- Fashion and Leather Goods
- Parfumes and Cosmetics
- Watches and Jewelry
- Selective Retailing
Logo
The logo of the company Dior is the name of the founder and fashion designer of the brand Christian Dior. The Dior logo represents a simple word mark with the brand name and using a Nicolas Cochin font. Despite the fact that the company is world-renowned in the luxury industry, the logo remains simple and straight-forward, reinforcing its ease of identification and being easily recognizable for consumers.
The Dior logo is associated with notions as luxury, glamour, prestige, sophistication and originality. It is also representative of the personality of its creator as many brands of luxury.
Regarding colors of Dior logo, the use of black and white color in it transmits a natural feeling of warmth, reinforcing the power of the overall design and the classy impression it gives.
Dior values
The company has made efforts to keep the same values promoted by its original founder Christian Dior. Indeed, Dior was primarily a female brand. After the World War 2, the designer wanted to “liberate” women from the horror of the war but also giving joy and lightness by creating elegant clothes with new design.
Dior’s company is also synonymous of dreams. The designer always wanted to reach the excellence in every pieces he created and it’s on the same motto that the company has reached the success known today. Know-how, respect of the client, and the willing to bring beauty for every woman are also values that define the company. Employees still carry these values in their works, by respecting the tradition and heritage of the company.
Though earlier Dior focused only on women, it diversified into products for men under the brand of Dior Homme, and for children under the brand of Baby Dior with the same aspect of perfectionism.
Even if creation directors have changed through the time, each one has contributed to the reputation of the company Dior that is one of the strongest brands in the luxury sector.
Finally, here is a diagram that can represent the Dior’s company values and association:
Brand personality
One efficient and clear way to assess the key elements of the Dior’s company personality can be done through a prism of the brand:
Even if other luxury brands can present the same aspects and elements than this prism, we can still figure out some differentiation in the spirit and message that Dior wants to communicate to its consumers.
Communication on brand personality
Dior as many fashion brands, communicate on its products but also on its brand through various supports and media.
Fashion magazines such as Vogue or Marie-Claire and TV spots are indispensables media for fashion brands as Dior, where we can find some ads focusing on their products rather than the brand itself. The ad is always really elegant and sophisticated with quite often the appearance of a famous person being the “muse” of the brand. The logo is also present in a simple way, reflecting the strength of the brand with a clear recognition and association with French luxury and high quality products. If these ways of communicating remain more classical, where the consumer can easily rely on the values of the brand with a “dream” touch, the real power of Dior’s brand is the way it communicates on the brand itself and its history.
Indeed, if fashion shows are an occasion for luxury brands to highlight their own couture clothes and increase their reputation among consumers, Dior has developed through years a further way to develop its image of excellence and unique know-how.
A museum has been created in Granville in memory of Christian Dior where he spent his childhood. This exhibition shows some pieces created by the designer and promote the evolution of thebrand through an historical point of view.
The company has also developed the ability to create the buzz regularly by creating special events and adapting sales shops with new universe and concepts for a limited time: A mini Fashion Theatre with the most emblematic Dior creations, a re-looking and exposition of the famous mall Harrods in London mixing French Savoir Faire and British charm, or the presentation of an exclusive film event by Bruce Weber, ‘Can I Make The Music Fly?’ for the opening of the new Dior Homme boutique in Miami. All these exceptional events contribute to the notion of dream and exclusivity related to the brand.
As a premium brand, Dior has released regular series of aspirational films in order to encourage online purchasing and strengthen its exclusivity image. In 2011, 4 short films based on the concept of “Four cities, Four women” with Marion Cotillard inspired from the Lady Dior bags. The latest one has been exclusively promoted on their Facebook page with an invitation to purchase the bag. These short movies enabled the brand to increase its aspirational image and conducted the consumers to express their “love” for the brand through numerous comments.
The communication action mentioned before is also part of a digital strategy that Dior has successfully established. Dior is present on many channels: Facebook, Youtube, Twitter, Mobile application remaining the basic channels for digital strategy but also Instagram, Tumblr or Pinterest where only few luxury brands have already created some accounts. Through these channels, Dior has succeeded to create a unique link with its community offering VIP access to backstage scenes, exclusive stories and contents that focus on fans’ interests (make-up tips, new products released…). By offering original visual contents on various topics, the company increases the loyalty of its followers and remains coherent with its core values.
Dior is a luxury brand unique, which wants to be close to its customers. This luxury house has understood the importance of social media presence and seeks to interact with its community to expand its universe to Internet.
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FAQs
Dior product strategy. Unlike a production-oriented firm, a market-oriented firm like Dior understands and captures the latest market trends, and aligns its product strategy accordingly. As Dior targets customers who value uniqueness, so, brand maintains exclusivity while extending its product line.
What is Dior's brand identity? ›
Dior logo's meaning and history
Founded in 1946, DIOR has always been amongst the most sought after luxury brands of the world. Although DIOR as a brand is strongly associated with prestige, glamor and wealth, the DIOR logo is a simple, rather minimalist word mark used in one solid color.
What is Dior brand goal? ›
OUR MISSION: to leave a legacy of beauty and be fully committed | DIOR.
What is the brand positioning of Dior? ›
Hermès, Gucci, Chanel, Prada, Ralph Lauren
The brand strategy of Christian Dior revolves around the highest quality, luxury, French origin and heritage dating back to 1947. However, it is femininity that is the most distinct element of the Dior brand equity.
What is the competitive advantage of Dior? ›
Dior sources obscure and expensive fabrics and materials and then fashions them by hand, using time consuming and hand-executed techniques. This technique provides a certain aesthetic and high level of quality, which allows the firm to price their products at a premium.
What is Dior unique selling proposition? ›
Dior uses both a unique selling proposition (USP) where it convinces its clients that the quality of its products is superior to that of competitors and an emotional selling proposition (ESP) as a way of promoting impulse buying.
What differentiates Dior from other brands? ›
Luxurious Craftsmanship: Each of Dior's collections evoke sensuality through their intricate embroidery and signature motifs. The construction of the house's garments consists of a concealed craft that only a skilled couture atelier at their peak can achieve.
Who is Dior's target audience? ›
dior.com's audience is 37.55% male and 62.45% female.
Why is Dior better than other brands? ›
Customers buy Dior couture for its use of elaborate techniques, high quality fabrics, detailed design, and professional craftsmanship. They value the work that was put into the final product itself. Therefore, they don't necessarily need to see the product because they believe and know that it is premium.
What is Dior differentiation strategy? ›
Differentiated targeting strategies are used by Dior to promote & attract a particular group of customers. It has been successful in positioning itself as a brand which carries rich heritage and at the same time challenge the trends and status quo of the fashion industry and modern society.
Why is Dior so famous? Christian Dior, more commonly known as Dior, is a luxury goods company famed for revolutionizing the women's fashion industry. The brand has been cited as the catalyst for Paris' revival as the fashion capital of the world after it fell from its prominent position after WWII.
What are Dior brand keywords? ›
Dior uses brand-specific keywords such as “Haute Couture Long-Wearing Lipstick” and “Couture Color”. Yves St. Laurent also uses brand-specific keywords throughout their site such as “Rouge Pur Couture” and “Rouge Volupté”.
What are Dior's brand values? ›
“Our Maison reinvents the inestimable heritage and savoir-faire inspired by Monsieur Dior, a dream that embodies Parisian haute couture. We share this dream with our customers around the world through our values of excellence, innovation and bold creativity.”
Who is Dior's biggest competitor? ›
Christian Dior main competitors are Louis Vuitton, Saks Fifth Avenue, and bareMinerals.
What is Dior's famous slogan? ›
“Make me a fragrance that smells like love.”
Does Dior have an innovation strategy? ›
The Film Agency developed the innovation marketing strategy for Dior and I as part of the distribution project The TIDE Experiment. This is a project supported by the European Commission – Creative Europe for four years in a row.
What style is Dior known for? ›
The signature style of Christian Dior
Christian Dior is often described as having an “architect's eye.” His signature style was known for its clean lines, geometric shapes, and full skirts. Dior also ensured that each design had a detail that would enhance the dress's silhouette.
What is the Dior brand controversy? ›
In 2022, Dior was accused of "culturally appropriating" a Chinese traditional design for one of its skirts. A Chinese snack brand was also previously accused of racism for using a model with narrow eyes in its advertisem*nts.
Who is Dior biggest ambassador? ›
1. Jimin. Park Jimin, K- Pop Star singer, dancer, songwriter, dancer & a member of the boy band BTS is now the global ambassador of Dior. Dior menswear designer Kim Jones designed stage outfits for the band's "Love Yourself: Speak Yourself" world tour in 2019.
How is Dior perceived? ›
The top 5 positive attributes associated with the christian dior brand are iconic, fashionable, glamorous, emblematic and inimitable.
The Top 10 DIOR Products You Didn't Know You Needed
- DIOR Addict Lip Glow Oil. ...
- DIOR Lip Sugar Scrub. ...
- DIOR Backstage Face & Body Foundation. ...
- DIOR Dior Addict Lip Maximiser Plumping Gloss. ...
- DIOR Miss Dior Eau de Parfum 100ml. ...
- DIOR J'adore Eau de Toilette 100ml. ...
- DIOR 5 Couleurs Couture Eyeshadow Palette.
Christian Dior brand does not market its products through any traditional media such as Newspaper adverts or TV adverts. Instead it published Ads only through specific channels such as Vogue magazine which caters to its target segment.
What are 3 interesting facts about Dior? ›
- 11 Interesting Fun Facts About Christian Dior. ...
- The Dior family ran a successful fertilizer business. ...
- Christian Dior was really not into fashion. ...
- Christian Dior was expected to become a diplomat. ...
- His first business was an art gallery. ...
- Christian Dior sold sketches in the streets of Paris to survive.
With his debut haute couture show in 1947, Christian Dior achieved the twin feats of single-handedly redefining women's style after years of war and restraint and re-establishing Paris as the center of the fashion universe. Needless to say, he was an overnight sensation.
What are the characteristics of Dior? ›
Christian Dior's reputation as one of the most important couturiers of the twentieth century was launched in 1947 with his very first collection, in which he introduced the "New Look." Featuring rounded shoulders, a cinched waist, a very full skirt, the "New Look" celebrated ultra-femininity and opulence in women's ...
What is Dior stand for? ›
Origin:French. Meaning:golden. Dior is a gender-neutral name of French origin with rich ties to the fashion elite. Related to the surname D'Or, meaning "golden," its most famous wearer is, of course, Christian Dior.
What are Dior's sustainability goals? ›
- OUR COMMITMENTS. Our mission : to only leave beauty as a legacy. Flowers of regeneration. Regenerative cultivation.
- CLIMATE.
- RESPONSIBLE BEAUTY.
- ECODESIGN.
Dior markets its products for high-class and high-income group with help of its quality assurance and exclusive creations. It targets customers who are elegant with a social distinctiveness. As its products are of premium quality it has adopted a premium pricing policy for its products.
