Dior have strategically placed themselves as a brand that carries a rich heritage and follows trends within society. It has always stuck to these roots making it uniquely placed in the market space. This has led to its long-standing success as it is a brand that is viewed to have remained true to its heritage which created loyal customers.
Dior remains to have a consistent digital presence. The branding is strong with neutral colours and consistent throughout all areas. This allows the audience to form an attachment to the brand because they see the same message wherever they go. This has led to Dior’s growth and constant success.
As part of their brand communication strategy, keeping a constant image in all areas of the brand is key. It means a customer knows what they are getting and can trust the brand. This heavily involves their staple logo that is always seen in some form on the products. It means whenever you see it you instantly know which brand the item is from. Over time, this has evolved to meaning that when scrolling through social media and imagery, their products are instantly recognisable.
Their communication strategy now heavily revolves around social media. On their many platforms, they post a mixture of exclusive content to keep consumers interests. By doing this, the brands tribe have a way of constantly engaging with them. This can lead to consumers having built a strong relationship with the brand and therefore are more likely to purchase from them as opposed to any competitor. The content is always a large mixture across clothing, accessories and beauty, meaning a fan of the brand is exposed to them all. This means someone who mainly went to Dior for fashion is exposed to their beauty products through their Instagram feed and then is more likely to think of them when shopping for makeup or fragrance next time. This is one effective way Dior has adapted to is recent times to keep their ongoing success.
I think Dior has maintained its success over time because of its heritage and sticking to its core beliefs since the beginning. It has been translated digitally by their use of a clean website and consistent branding in line with the classic, elegant logo. It means customers remain loyal as they know what they are getting and the values they are buying into. Dior has always adapted with the times; they have a strong social media presence and use celebrities they think will invite the right audience to them. This has allowed new people to constantly be exposed to the thought of shopping with Dior whilst keeping old consumers interested with exciting new content.
Below I have made a brandscape board to show Dior’s use of interior and exterior visual communications. It shows the common colours, themes, and tones to run throughout Dior.
Finally, to combine all these, Dior have done collaborations with artists and other brands to help push sales and communicate to a new audience. Collaborating with brands such as nike and Kaws, they created signature collections which will now appeal also to a new audience. It will get promoted from both ends on social media and therefore both brands get exposed to new potential customers. By continuing to do this through the years, Dior have expanded on their success and continued to grow.
Below I have made a board showing Dior’s brand collaborations. I then went on to create my own examples of collaborations the brand could do to draw a wider audience and consumer base.
Dior remains to have a consistent digital presence. The branding is strong with neutral colours and consistent throughout all areas. This allows the audience to form an attachment to the brand because they see the same message wherever they go. This has led to Dior’s growth and constant success.
As part of their brand communication strategy, keeping a constant image in all areas of the brand is key. It means a customer knows what they are getting and can trust the brand. This heavily involves their staple logo that is always seen in some form on the products. It means whenever you see it you instantly know which brand the item is from. Over time, this has evolved to meaning that when scrolling through social media and imagery, their products are instantly recognisable.
Their communication strategy now heavily revolves around social media. On their many platforms, they post a mixture of exclusive content to keep consumers interests. By doing this, the brands tribe have a way of constantly engaging with them. This can lead to consumers having built a strong relationship with the brand and therefore are more likely to purchase from them as opposed to any competitor. The content is always a large mixture across clothing, accessories and beauty, meaning a fan of the brand is exposed to them all. This means someone who mainly went to Dior for fashion is exposed to their beauty products through their Instagram feed and then is more likely to think of them when shopping for makeup or fragrance next time. This is one effective way Dior has adapted to is recent times to keep their ongoing success.
I think Dior has maintained its success over time because of its heritage and sticking to its core beliefs since the beginning. It has been translated digitally by their use of a clean website and consistent branding in line with the classic, elegant logo. It means customers remain loyal as they know what they are getting and the values they are buying into. Dior has always adapted with the times; they have a strong social media presence and use celebrities they think will invite the right audience to them. This has allowed new people to constantly be exposed to the thought of shopping with Dior whilst keeping old consumers interested with exciting new content.
References
Bhasin,H.B. (2019) ,Marketing Mix of Dior-Dior Marketing Mix.
. Available at: https://www.marketing91.com/marketing-mix-dior/ (Accessed: 26/03/20).
. Available at: https://www.marketing91.com/marketing-mix-dior/ (Accessed: 26/03/20).
Top 10 Fashion collaborations of 2018 (2018) Available at: https://thatdope.com/style/top-10-fashion-collaborations-of-2018/ (Accessed: 26/03/20).
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