The targeted group is -
- 25+
- Fashion conscious people
- High income
- Bourgeois lifestyle
The stereotypical customer for Dior's couture collecion is someone like Daphne Guinness.
For Diors luxury collections a stereotypical customer would be someone like Natalie Portman and Jennifer Lawrence who have both been celebrity endorsers. Natalie Portman for Miss Dior and Jennifer Lawrence for Dior.
Dior, Europe And The Global Market
Dior were sales up 6% to €7.8bn and organic growth of 4% in 2014, most of the sales did come from LVMH, Dior has remained optimistic. Diors couture sale shave risen 13% to €417m and growth has been strong globally, even in Asia where lost of luxury brands have seen a slowdown. "Dior CEO Sidney Toledano told WWD that key products for the Dior brand included the successful launch of the Be Dior handbag that was advertised by Jennifer Lawrence, while Lady Dior and Diorissimo continued to sell strongly. He also said Raf Simons’ pre-fall and autumn/winter collections had received a good response, while the Archi Dior fine jewellery collection by Victoire de Castellane has been a success. Toledano added that growth was strong in the US and that Asia and Europe also performed well, with Europe driven by tourist sales in Paris, Milan and London. Asia proved resilient, despite a crackdown on luxury spending in China". Due to Dior being a global business the best way for them to maintain high profits while targeting a mass market is to use standardised advertising.
Although standardised advertising reduces costs because views and opinions in cultures can be vastly different sometimes the message can be misconstrued. For example the Spring 2010 Dior Addict campaign was disapproved in the USA due to drug implications.
Problems In Standardised Advertising
Although standardised advertising reduces costs because views and opinions in cultures can be vastly different sometimes the message can be misconstrued. For example the Spring 2010 Dior Addict campaign was disapproved in the USA due to drug implications.
Consumer Trends
Sweet treats inspired smelling scent - Such as the Viktor & Rolf BonBon it was ranked first amongst all beauty references during the first week of promotion
Edible perfumes - Ritz- Carlton Berlin hotel launched the fragrance bar inspired by perfumes produced by Guerlain and Yves Saint Laurent
Tweet shop pop up - Marc Jacobs hosted this in during New York Fashion Week where no cash payment was needed just a tweet
Edible perfumes - Ritz- Carlton Berlin hotel launched the fragrance bar inspired by perfumes produced by Guerlain and Yves Saint Laurent
Tweet shop pop up - Marc Jacobs hosted this in during New York Fashion Week where no cash payment was needed just a tweet
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