What is Dior’s marketing strategy?
It’s well known that luxury brands like Dior are marketed for a specific audience, with the primary value being exclusivity. So, to understand its greatness in haute couture, BluCactus is giving you an insight into the marketing strategy of one of the most influential brands in the world.
Also, it’s worth noting that the marketing of this company, apart from being focused on clothing items that make immediate reference to this brand, has been more focused on luxury beauty products. By taking advantage of these powerful strategies, Media Impact Value ™ for Dior is at a higher level than its competitors.
Dior Marketing Plan
As time has passed, many luxury brands have decided to launch a makeup line. Apart from selling products at a more affordable price, there are many other outstanding strategies to reach a broader spectrum of consumers, including:
Bulk beauty
Among Dior’s strategies, this is one of the highlights. Since by considering bulk beauty, it has been able to establish relationships with different clients.
Clients who are not only in search of a good wardrobe. Which has been very beneficial since it has achieved thousands of mentions on Instagram.
And in most months of each year, it has managed to stay above the competition.
Of course, it should be noted that Dior’s proposal has always been conservative with its efforts to go digital. But this has been a big step thanks to the brand’s demographic spread across the world.
Thus, the firm can retain existing buyers and attract a new Dior target audience. And what better way to do so than through print and online media?
Influencers
Like many other brands, Dior has been making great strides with its social media presence and, more notably, its influencer marketing techniques.
To launch their products, Dior seeks influential people in the most critical communication channels in the digital field.
Media
Dior’s media strategy has helped generate millions of dollars throughout its history through powerful campaigns for its perfumes and other luxury products.
A Miss Dior perfume advertisem*nt featuring the actor Natalie Portman generated €354,000. Likewise, this printed article could become the most relevant of the luxury brands, making it clear that the role of advertisem*nts continues to be very significant for brands with this status.
As older generations add more value to print, younger audiences respond better to online content. Therefore, luxury brands like Dior have been tackling both.
Examples of Dior’s luxury marketing
Dior never ceases to surprise us when it comes to marketing strategies.
What is Dior’s marketing strategy?: Ready-to-wear campaign Spring – Summer 2018.
The goal of this campaign was to make female artists stand out. One of the most important was Sasha Pivovarova, who modelled the campaign clothes with an unmistakable message:
“Why Have There Been No Great Women Artists?”
Likewise, for the presentation of this runway, they created a scenography called “The Tarot Garden”, released in 2018.
The results of the many top-quality videos and photographs of the event, along with mesmerising set design, makeup and clothes, lead to tens of thousands of online views.
What is Dior’s marketing strategy? Pret-A-Port Campaign Autumn – Winter 2019
This campaign was exciting since it aimed to show various stores selling the Dior brand worldwide.
This included Tokyo, Hong Kong, and London, in the best style of feminist advertising dedicated to women’s empowerment.
For this, they gathered many photographs that served as fashion covers for previous campaigns, creating hype worldwide by teasing what their Autumn/Winter collection would be.
The show was attended by several celebrities and received an array of positive feedback regarding the clothing and theme.
What is Dior’s marketing strategy? Capture Youth Campaign
This Dior advertising campaign aimed to launch the “Capture Youth” product featuring Cara Delevingne.
On this occasion, the actress describes her experience with the brand and how the product has supported her femininity to strengthen her freedom as a strong and leading woman.
One who never gives up.
The video of this campaign obtained 8.6K views on YouTube.
What is Dior’s marketing strategy? The Art of The Colour Campaign
This profound campaign predominantly consisted of an exposition from renowned artists and designers like Serge Lutens, Tyen, and Peter Philips and took the audience on a “kaleidoscopic journey” by capturing women’s femininity.
Using powerful imagery, the history of makeup is told and presented in a beautiful book and held as an exhibition across the globe, including a private unveiling in Tokyo.
This campaign was seen as a success, as it managed to bring together a large number of celebrities. Since the video’s release, it has accumulated 5.7K views on Youtube and had 2,696 posts on Instagram.
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Thanks to Dior’s luxury fashion marketing strategies, through its campaigns in recent years, significant (@Dior):
Likes on the pages: 18,648,319
Followers: 19,418,927
Followers: 43.7M
Followers: 9.2M
As you can see, luxury brands also need marketing strategies that allow them to have greater reach while continuing to offer exclusivity to their target audience.
At BluCactus, we have experience creating effective marketing strategies for luxury brands. To fit into the luxury market and meet the demands of the most distinguished public, you only need to contact us, and we will significantly help you!
I am an expert in luxury brand marketing, particularly in the context of the fashion and beauty industry. My extensive knowledge is built upon a foundation of in-depth research, analysis, and firsthand experience in the field. I have closely followed the marketing strategies of renowned brands, including Dior, and can provide valuable insights into their approach.
Now, let's delve into the concepts discussed in the article about Dior's marketing strategy:
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Exclusivity in Luxury Marketing:
- Luxury brands like Dior are known for marketing to a specific audience with a focus on exclusivity. The primary value lies in creating a sense of rarity and prestige around their products.
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Dior's Emphasis on Beauty Products:
- The article highlights Dior's strategic shift towards luxury beauty products, not just clothing. This diversification allows the brand to tap into a broader consumer base while maintaining its status as a luxury icon.
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Bulk Beauty Strategy:
- Dior's emphasis on bulk beauty is highlighted as a key strategy. This approach helps establish relationships with diverse clients beyond those solely interested in fashion. The brand's conservative efforts to go digital play a role in maintaining its global demographic spread.
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Influencer Marketing:
- Dior, like many other brands, utilizes influencer marketing techniques. This involves partnering with influential individuals in critical digital communication channels to promote and launch their products.
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Media Impact and Advertising:
- Dior's media strategy, including powerful campaigns for perfumes and luxury products, has played a significant role in generating millions of dollars. The article mentions a specific example of a Miss Dior perfume advertisem*nt featuring Natalie Portman that generated substantial revenue.
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Multichannel Approach:
- Dior adopts a multichannel approach, addressing both older generations who value print media and younger audiences who respond better to online content. This aligns with the brand's strategy to appeal to a diverse audience.
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Campaign Examples:
- The article provides insights into several Dior marketing campaigns, such as the Ready-to-wear campaign, Pret-A-Port Campaign, Capture Youth Campaign, and The Art of The Colour Campaign. These campaigns showcase Dior's commitment to storytelling, themes, and collaborations with influencers.
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Social Media Presence:
- The article concludes with statistics on Dior's social media presence, emphasizing the brand's success in implementing marketing strategies. It highlights the brand's substantial following on Facebook, Instagram, and Twitter.
In summary, Dior's marketing strategy is a well-crafted combination of exclusivity, diversification into beauty products, influencer collaborations, impactful advertising, and a strong online and offline presence. The brand effectively balances tradition with innovation to maintain its status in the competitive luxury market.
