How To Write A Press Release

What to include:

High residue pictures
An angle - Your hook to the press - Meet and greet high end exclusive, make it photo worthy - Images sell 
Always about something that is coming 
Relaunch, Re packaging, Heritage, classic, celebrity at launch 
Clearly state press realise, brand and date
Clear Layout
Informative 
Easy to read    
Bold time and large - Title 
Brand colours - Dior 
When it goes live - For immediate release 
Headline - Mention Dior and Diorissimo - The face relaunch packaging - snappy 
Photo opportunity - what it is, where it is, when it is and contact details what they will get out of the ebbent  - selfie wall, pop up 

Paragraphs 3 -4 lines

Paragraph one -  Summarise the story  who - dior what- product  where- pop up or exclusive to a department store when and why - rebrand or new campaign 

Paragraph two - unusual touch points, re done the bottle, film shot by famous director, screening where is it set, firs endorsed product the celeb has e

Paragraph 3 - Quote - Art Director 

Paragraph 4 extra information - follow up, avail from when the price, size range  gift box 

Visual press release - specific product 

Notes from editor

Background story Dior

History of the of dior

when to wear it 

Press releases change depending on the publication 

Always follow up

If they say they are no find out why and what they are interested in 

Harrods first Concession Dior had - 60 year relationship  

Press Release Created For Pop Up Event 

The Window Display

Mood Board For Window

Details For Window

Film to be played in the centre
Beside the film will be a winter wonderland  
Bottles of various sizes will be hung in the forest like christmas decorations 
There will be a code on the window that consumers will be able to scan to gain all the information on Diorissimo and to view the film on their phones
The window display will be up a week later after the pop up event, while its still fresh in peoples minds 
The window display is key because more people see window displays than read magazines  
The window will be displayed at Harrods, this is because Dior had their first concession here and have had a 60 year long relationship with Harrods  

Window Layout

The Event

Event Mood Board 

Event Details

A pop up event

Name of event - Relaunch of Christian Dior's Soul  

Invitations  - Silhouette of Christian Dior - Heritage 

Pop up cinema - Premier of full advert 

Photo opportunity  - Raf Simons  

Upon entering attendees invitations are sprayed with the scent of Diorissimo 

Attendees - Bloggers (Word of mouth), Up and coming young talent from all over the world 

Performers - Circa Waves (The band on the advert)    

Serving ware - All embellished with Dior logo and cinema like packaging

Food - A mixture of cinema food such as popcorn  and cocktail food like canapés 

Attire - Cocktail 

All about hyperrealism having a contrast of 1950s glamour with modern factors such as the music and digital influences 

Digital factors - 

Live stream beginning of the event - gain more publicity and involve the public

The use of Crowdoptic - Is an app that when pointed at objects will give the consumer more information about that particular object 

Gift bags to contain mini versions of their Christmas Golden Shock Collection, as well as mini Diorissimo bottles  

Event Layout

Front Of Invitation

Back Of Invitation

Gift Bags

The gift bags will contain the golden shock collection and these products as well as Diorissimo will placed around the event.
Using the Crowdoptic app they will gain more information about the products. 

The Advert

Details

Inspired by Valentino adverts

Same style as film 

Have on Instagram and do "like to purchase" similar to how Marc Jacobs did, where consumers like the photo then will receive an email on how to purchase - E Commerce   
Black and white to link back to Dior heritage  
Simplicity to link to essence of Dior's sophistication  
To be put in magazines as well as online 

The Advert

The Film

Mood board 

Film Details

Narrative - Women is trying to decide what to wear, by the end of the film she realises all she needs is the perfume Diorissimo 

No face - this is to attract a mass market, as by having no face Dior can try to appeal to millennials and flat agers. Therefore by generation less. The reason I believe we can target both markets is the flat agers will find the perfume nostalgic and the millennials will like the modern twist the relaunch will include

Influence - The fast pace of The Girl With The Dragon Tattoo introduction inspired me to create a fast paced film to represent the fast paced lives of today

Digital - This film will be shown on multiple platforms, Youtube (main driver for fashion), Instagram and Cinematique 

The use of a shadow it to link to the idea that Diorissimo is the soul of Christian Dior and he is guiding people to the perfume 

Also the use of black and white is to remind people how old Dior is and that it is a heritage brand 

Cinematique  

Cinematique is a new software that is optimised for touch screens and enables consumers to click on the items they like throughout the film, then at the end of the film those items pop up and they are able to buy them. - LSN Futuretainment - Shopable entertainment 

The Film 

Mood Board For Dior

Analysis Of Diorissimo

Positives


Heritage
Nostalgic
Links well with Dior's identity of being feminine
Not that well know among the new younger Dior customer so a rebrand won't be that hard  


Negatives


Lots of text
The image of perfume is that it is for old people 
There is not a lot of information about it, therefore not many consumers will consider it as the perfume to buy
Competition is high from fragrances such as Chanel No.5 

FACTS 

The perfume was released in 1956
Christian Dior described the perfume as " the scented expression of his soul"
The lily of the valley is the scent that this perfume tries to capture, its known as Dior's fortune flower
The other undertones in the perfume are jasmine, lily, amaryllis and the end note is woody
Dior created this perfume with the help of Roundnitska, it was all about capturing the smell of spring time  

THE BOTTLE 

1956 - The first Bottle was "facetted crystal and the lid was a gilded bronze flower bouquet, its shape was said to have been inspired by a baroque chandelier hanging in the store on Avenue Montaigne"

1960 - It was simplified and the urn shaped bottle has a less heavy urn

1960 -1980 - The bottle was simplified further with a flask-like shape bottle and semi-circular 

Now - The bottle has mainly remained the same except now it is longer in length 

Lily Of The Valley 

Lily of the valley is a British native, it has inspired perfumers for centuries and is found all across Europe, Asia and North America. "The flower is also known as Our Lady's tears or Mary's tears from Christian legends that it sprang from the weeping of the Virgin Mary during the crucifixion of Jesus". It has a sweet scent however it is highly poisonous.  

Touchpoints

Possible Touchpoint's For Diorissimo

WHAT DRIVES A CONSUMER TO PURCHASE?

At Dior there are certain factors that will drive a consumer to buy they are:

The store itself as they are often well lit, have an elegant atmosphere and are often decorated in shades of grey to reference Christian Dior's favourite colour

The window displays 

The shop assistance who wear sophisticated formal attire, are informative friendly, they offer one to one services and will try and help with any language barriers 

The private shopping, this is to target exclusive customers and only available upon request   

The New Direction Of Dior

The Era Of Raf Simones

When Raf Simones started it appears that the question he asked himself in regard to his Dior collections were:

• "What does haute couture need to be?"
• "What is global?"
• "What to today's women want to wear?"
• "What is modern?" 

This lead to a first collection that combined the perfect amount of timeless classic silohetes for Dior with a modern twist, this feminine factor was further reinforced by the background of the runway which was a wall of flower this embodied how Simones sees the Dior women which is a strong and feminine.    

For Simones SS15 collection it showed his devotion to the roots of Dior by including panniers, but on the other hand it also showed his iconoclasm for them by adding contemporary features as if he was rejecting the normal Dior aesthetic. The Panniers that were featured throughout the show were in reference to the stereotypical bar jackets that have became Simones go to house reference. This collection is the epitome of history and romanticism fused together.  

Possible Touchpoints For Diorissimo 

Dior's Competitors

Dior is considered a high end luxury brand that also does couture, which is what made it famous.

The brands which are considered it's competitors are:

Chanel 

Saint Laurent

Burberry

They all offer high quality fashion that has a traditonal aesthetic with a contemporary edge. 

Perfume Market

Facts and Figures

55.4% of perfumes that are sold are premium
50% of fragrance sales are at christmas 
The other holiday where perfume sales rise significantly are Valentines day 
The perfume market is set to continue to grow in countries such as Turkey and Poland 

Best Sellers 2013 

1 N°5 by Chanel for women 
2 Eternity by Calvin Klein for men
3 Eternity by Calvin Klein for women
4 Drakkar Noir
5 Nautica voyage cologne by Nautica for men
6 Lovely by Sarah Jessica Parker
7 Euphoria by Calvin Klein
8 Green Irish Tweed cologne by Creed
9 Obsession By Calvin Klein 
10 Prada Candy

Perfume Trends

3 in 10 young women like to own products produced by celebrities
20% of scent wearers find it hard to find a scent they actually like due to a saturated market
33% of consumers want in store education lessons to help them find out about new fragrances
30% of consumers want an app to help them find a scent they would like

Luxury Market 

The luxury sector bounced back in 2010 driven by strong growth in the Asia pacific region 
To meet this deman brands are opening stores in cities such as Xian, Dalian & Chengdu 
In Europe luxury market is mature, however growth is possible with the number of wealthy individuals set to rise over the next four years - 10% in the UK, 7% in France, Italy and Germany     

Dior Perfumes

How many perfumes does Dior have? - 8 

1. J'adore - 50ml - £56.50
2. Miss Dior - 50ml - £68.50 
3. Dior addict - 50 ml - £65.50 
4. Poison - 50ml - 50ml - £54.50 
5. Les Escales de Dior - 75ml £56
6. Dune - 50 ml - £54.50 
7. Dolce Vita - 50 ml - £54.50
8. Les Créations de Monsieur Dior - 50 ml - £68

J'adore - Launched 1999

"A tribute to Christian Dior's passion for flowers, the J'adore fragrance is a symbol of absolute, sophisticated and glamorous femininity, J'adore gathers the most noble raw materials in a unique, generous and harmonious floral bouquet"

Miss Dior - Launched 1947 
"I have created this perfume to dress each woman in the scent of desire, and to see each of my dresses emerging from its bottle…" - Christian Dior

"This is how Miss Dior was born... an exceptional chypre, synonymous with love and absolute elegance"

Dior Addict - Launched 2012

"Dior Addict Eau de Parfum unleashes fresh and captivating top notes that blend Mandarin Leaf with Tunisian Orange Blossom"

"Intense and vibrant, it reveals a powerful heart of Jasmine Sambac Absolute that blossoms with soft femininity and sensuality. The base unfurls in the deep and exquisite warmth of Bourbon Vanilla"