CONSUMER TRIBE

A consumer tribe is a group of people who share similar beliefs, styles and lifestyles as each other. To have successful marketing, brands will target these tribes and make their visuals and products appeal to them.
Dior have a large consumer tribe. Part of it is made up of minimalists. These are people who live as minimal as possible, and when it comes to fashion like clean lines and neutral colour palettes. Dior's clean lines and timeless designs and branding will appeal to them because of this.
Dior's consumer tribe consists of people who shop at similar Haute Couture and luxury fashion houses. This includes places such as Channel, YSL and Prada. They will like high-quality and unique designs so will be willing to pay a high price for this. Due to this price tag, people typically from high education and high-income households which sit within Dior’s consumer tribe.
As Dior’s items carry a very luxury price tag, their designs can often become statement pieces and create a trend in themselves (such as with the saddle bags). Because of this, tribes who like to show off, and always be in branded clothing would also be drawn to Dior and become part of their consumer tribe.

Below is a tribe board I made to visually show who makes up Dior’s tribe.

References

Your Brand Tribe and why you need to Understand it. Available at: https://www.fifteendesign.co.uk/blog/your-brand-tribe-and-why-you-need-to-understand-it/ (Accessed: 26/03.20).