What is the goal of Dior?
Dior was born out of passion and desire to make a change in how society perceived women. The goal was to inspire and empower women and indeed, since the beginning and until today this is presented in Dior's designs, materials used, even marketing approach.
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.
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.
| Headquarters in Paris, France | |
|---|---|
| Products | Clothing, cosmetics, fashion accessories, jewelry, perfumes, spirits, watches, wines |
| Services | Department stores |
| Revenue | €53.67 billion (2019) |
| Operating income | €11.43 billion (2019) |
Unlike marketing that can be used for other brands, marketing for luxury brands is focused on a specific audience. And the principal value is exclusivity. This type of marketing strategy is well known to Dior, one of the most influential brands in the world.
She said “Dior, why would Dior want to do business with you? They're about class and style, and you don't have style”.
INSIGHTS. “Our House continually reinvents the unique heritage and savoir-faire created by Monsieur Dior. We are avid to share this dream with our customers around the world, the embodiment of Parisian haute couture, infused with the values of excellence, innovation and audacity.”
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.
| Acronym | Definition |
|---|---|
| DIOR | Device Input Output Read |
| DIOR | Digital Input Output Remote |
| DIOR | Direct International Originations |
| DIOR | Directorate/Director for Information Operations and Reports (US DoD) |
Dior's work uniquely indexed the character of French national nostalgia in the postwar years, installing an aesthetic of femininity that recalled the years of apparent French glory. In effect, Dior materialized a longing for a nebulous pre-war (even pre-World War I) past through his designs.
Who is the Dior consumer?
Nearly half of all Dior users reported having an immediate emotional connection with the brand. Demographically, Dior ranks as the highest luxury brand for millennials and users with low incomes, and #2 for women, men and users 35 years and above.
Customer analysis in the Marketing strategy of Dior –
Customers of Dior are the people in the age group of 15-40 who have an inclination towards the fashionable apparels & accessories. Customers of Dior are from upper middle income and upper-income social groups.
Christian Dior Promotion & Advertising Strategy:
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.
The company has a loyalty program known as 'Dior Loyalty Program' through which they interact with their customers through e-mails or mails through post.
The company has a loyalty program known as 'Dior Loyalty Program' through which they interact with their customers through e-mails or mails through post.
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.
The Prada style is therefore affirmed at international level: minimalist, neutral colors, high quality fabrics, pleated skirts, intellectual-chic and cerebral sensuality.
