Press release

SWOT analysis

The world

While searching for up coming markets and emerging trends I found some things about the future on LSN global.

The future woman is someone who is strong and independent, she can wear a suit and still look hot, she needs to show her power.

Social media is taking over the world, everything is influenced by social media! Brands are using social media to promote themselves as its so fast speed and most people between the ages of 11 and 60 have at least 1 social media account.

There is over population in the world right now, it is incredibly crowded and some countries have strict rules on how many children you are allowed etc to try and control the population.


There is so much pollution in the world right now because of cars, factories, etc. Some places in the world you aren't able to even see stars because the sky in that area is so covered in a thick cloud of pollution.

Touch points

Short Free Dior, Diorissimo Magazine

Scan the code in the magazine and this screen will appear on your smart phone ready for your selfie

Hashtag 'learn to love yourself' on twitter

Hashtag 'learn to love yourself' on facebook

Canvas Tote Bag

Competitors

Chanel -

Diors main competitor is Chanel, everywhere you see Dior you will see Chanel! I visited many department stores in London and Newcastle and every store I went into I looked at the Dior makeup counter, perfume counter, jewellery, bags, shoes and clothing if they stocked it in that store. Every single separate area for Dior in every store had the same kind of item however for Chanel opposite all Dior sections. For example if I was in a section for Diors bag if I looked out of the section I could guarantee Chanels bag range would be there.

Chanel perfume campaigns -

Burberry -

Burberry is also haute couture, so they are fighting with Dior for the small amount of customers who can infact afford these brands. Most of their money comes from average people purchasing fragrances and beauty products so they can feel like they belong to the couture lifestyle. Recently burberry released a new perfume ' my burberry ' using kate and cara!

My burberry ad -

Another recent campaign they have done is for their new collection and uses Romeo Beckham!

A good way burberry has promoted lately is with their nail varnish technology. Inside a pop up store they have a high tech gadget you are able to play about with. You choose a skin colour similar to yours and then you play one of their nail varnishes onto the table and it shows a picture of how that colour would look on you. 

YSL -

Although the designer behind YSL used to infact be the head designer for Dior, his brand is now a competitor for Dior as they too are couture.

Campaigns -

Diorissimo

The life of Diorisimmo -

Diorissmio

Description of the smell

Diorissimo is a fragrance from the 50's, it is inspired by the lily of the valley which is a flower very special to original designer Christian Dior. It was his lucky flower, every fashion show he would ensure that one model had the lily of the valley somewhere on them as a token of luck. The french believe the lily of the valley to be a symbol for hope, happiness and joy, as well as it being seen as a very holy flower because of a tale from many years ago. This is what inspired christian to create this fragrance, also the person who actually made the fragrance wanted to create a fragrance that would break the market and be different to the normal sweet perfumes that where dominating the market at the time. 

DIORISSIMO WAS CREATED IN 1956

'THE SCENTED EXPRESSION OF HIS SOUL'

The publics review of Diorissimo

The campaigns - 

There has not yet been a video campaign made for diorissimo, it was mostly photographic or illustrated campaigns that promoted this perfume. Because it was such a long time ago they barely used much promotion, promoting is very much a modern day thing. However christian was very famous for his fashion illustrating and this was used a lot in the promotion of diorisimmo. 

Brand overview

Dior is a couture brand with a large range, but their highest sales are in fragrance. But this is a fashion brand, the reason they make so much money from perfume is because their other goods are so expensive that many people buy their affordable perfume. With Dior being a couture brand people feel that by buying their perfume they can afford couture and they gain the amazing 'couture lifestyle' from this. Regardless to how the perfume smells they feel that because this is the one thing they can afford from the brand it is vital to purchase it and show off the bottle to the world. Other than fragrance Dior also sell ....

Women's bags -

Lady Dior

Be Dior

Womens clothing -

A/W 14/15 

S/S 15 Ready to wear

14/15 ready to wear

15 ready to wear

A/W 14/15 ready to wear

Women's accessories -

Accessories

Women's shoes - 

Shoes

Mens clothing -

S/S 15

S/S 15

Mens shoes -

High-tops

Ankle boots

Classics

Sneakers