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