Preview

Dior Omni Channel

Good Essays
Open Document
Open Document
2388 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Dior Omni Channel
Luxury Retail Management Individual Assignment Luxury Brands Digital & OMNI Retail Strategies

Decoding DIOR
DNA • • • Feminine Princess Sexy CODES • • • Cannage Knot & Oval Rose




Flirtatious
Française




Avenue Montaigne
New Look

Distribution Strategy
• Dior Beauty is following a multi-channel distribution strategy worldwide. • Mainly sell products at wholesale to dealers and retailers including department stores. • Also sell beauty products in brand retail store together with ready-to-wear section.

Retail Presence
• With growth much higher than the average in its competitive market, Dior Beauty continued to gain market share globally. • Dior beauty achieved clear successes in all product categories: start from perfumes for both men and women, then makeup, and finally the skincare segment.

On-line and Digital Strategy
• Using the web and social media is a new trend for luxury brands. But being innovative and ambitious while being loyal to the luxury image is not an easy game to play. Dior Beauty is overall growing in an impressive way. • With a strong support from LVMH Group, Dior Beauty is positively developing in diverse digital channels in mature and emerging markets, through both mainstream media and some chic platforms. • Although Dior Beauty sets a good example for luxury brands in on-line and digital strategy, it still failed to make the top 10 list of the digital competence of 56 beauty brands according to L2’s annual Digital IQ Index benchmark.

Can we equally feel the same Dior?

How can Dior Beauty convey its brand DNA and codes, culture, values, quality, craftsmanship and exclusivity on‐line?

• Dior Beauty doesn’t create a totally new website which is independent from Dior. In this way people can potentially get the whole idea about the brand DNA. • Dior Beauty segment is divided into three particular parts: Perfume, Makeup and Skincare. The welcome pages of these three parts are all filled with the new campaign. • Each division is

You May Also Find These Documents Helpful

  • Good Essays

    As stated earlier, branding is of increasing importance to companies today. Ulta has definitely recognized the need for branding, and has stated in its 2015 annual report that its “marketing strategy is designed to position Ulta Beauty in a meaningful and differentiated way, and every piece of communication reinforces [its] brand personality and elevates [its] beauty authority” (Ulta Beauty, 2016 p. iv). In addition, Ulta Beauty shows true knowledge of media convergence as evident by its website and social media accounts. As stated in Cutlip and Center’s Effective Public Relations, “media convergence and the move to the Internet put pressure on organizations to coordinate and integrate communication functions” (Broom & Sha, 2013, p. 179), but this is something that Ulta Beauty has handled very well.…

    • 385 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    Asos.Com Case Study

    • 3704 Words
    • 15 Pages

    As the company has grown since 2000, it has become an online store that sells both branded fashion goods and its own variety of clothes. It has become not only a global fashion retailer but also a beauty one as well. With its own label product lines from women’s wear to beauty, it has brought in millions of unique visitors, active customers, and registered users. One of the main reasons Asos.com has gained such a positive response is because of the growth of its online service to places like the United States and Germany.…

    • 3704 Words
    • 15 Pages
    Powerful Essays
  • Good Essays

    Consumers were withering with time and the demands and services decreased. As a result, retailers needed less inventories and many stores ended up downsizing their staff. In his article, The Impact of Social Media on the Fashion Industry, Iris Mohr states, “ Luxury goods seemed all but resistant to economic downturns.” In another word, the situation was critical and despite the influence that fashion brands have on the market, they were seriously affected by the crisis. With a lot of improvement in the domain of technology, there was a need to switch from traditional forms of advertising to technological changes witnessed. This is how the use of social media was then included for advertisement and marketing purposes by many fashion…

    • 607 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    SEPHORA

    • 346 Words
    • 2 Pages

    1. What is Sephora’s marketing strategy? How are they unique versus other retailers that sell beauty products?…

    • 346 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Recent cosmetics business market analysis reveals that many international companies are now outsourcing cosmetics to India and that the cosmetics market in India is growing at 15-20% annually, twice as fast as that of the U. S. and European markets. The growth rate in the cosmetics market reflects increasing demand for beauty care products in India.…

    • 2064 Words
    • 9 Pages
    Powerful Essays
  • Good Essays

    Nasty Gal Target Market

    • 596 Words
    • 3 Pages

    The types of products that they commercialize are specialty items. They pride themselves in their hand selected range of vintage dresses, tops, coats, and more--which are tailored each season to satisfy the customer's runway cravings. Their items do not only have a high-fashion statement, but also every piece is truly unique. They have also added new designer clothing pieces to their inventory. Their target market is the demographic that fits middle to…

    • 596 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    E-Commerce is used to put a human face on the web commerce, facilitate transactions, attract new shoppers and do the offer and sale of products online. According to a target market analysis and other considerations Brands must decide which channels to employ to reach customers. In the case of Sonia Rykiel there is no channel opened to purchase the brand’s creation online. It is possible that the purpose of such action is to put an accent on the exclusiveness of the Brand. The “haute couture” can only be purchased on their fashion boutiques usually placed in the nicest areas of France, England, Australia, China, Hong Kong, Japan, Saudi Arabia, Taiwan, United States, etc.…

    • 811 Words
    • 4 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Missdior Cherie

    • 771 Words
    • 4 Pages

    First of all, there is a geographic segmentation. Perfumes are luxury products. Hence they can be targeted in wealthier areas like North America, Western Europe, Japan, etc. Since Dior is popular worldwide, we can obviously find it everywhere, but their market is primarily based on these areas’ needs.…

    • 771 Words
    • 4 Pages
    Satisfactory Essays
  • Powerful Essays

    Mystic Makeup Company

    • 1873 Words
    • 8 Pages

    Mystic Makeup Company is aimed to be middle class and elegant makeup line that is affordable for everyday people wishing for a sense of elegance. M.M.C wants people to see the beauty in themselves and to practice the art of makeup with its elegant products. "Made for royalty, so you can feel like royalty" isn't the catchphrase for nothing, the regal items are made of worthy materials with a formula that can be produced efficiently enough to provide to everyone with a taste for class. Middle class young women are the targets for these products, though they are inclusive to anyone with an eye for tasteful cosmetics. Starting with an online platform to start with and then moving to a storefront is the ideal transition for the company to get the…

    • 1873 Words
    • 8 Pages
    Powerful Essays
  • Better Essays

    Sephora

    • 2355 Words
    • 10 Pages

    Sephora is a French brand and the biggest cosmetics retailer in the world. In 1969, Dominique Mandonnaud built the first Sephora store in French Limoges. He chose an open-sell environment to sell his cosmetics. In his store, customers could experience a totally different shopping journey like visiting and exploring a beautiful cosmetics free land. His special selling model was very popular in that time, and then he opened couple of chain stores. Until now, Sephora still retains this useful and comfortable selling model in stores. In 1994, the cosmetics store used “Sephora” as its name. “Sephora” came from the Greek word “sephos” which means beauty and “Zipporah” which from Moses’ beautify wife’s name in the bible. This name is completely matching the store’s mission statement. In 1997, Sephora became a part of French conglomerate LVMH(Louis Vuitton and Moet Hennessy). Currently, Sephora has approximately 1,300 stores spread 27 countries in the world. It provides different kinds of products range from skin care goods, fragrance, to hair care and make up items.(1) As a beauty industry, Sephora’s missions is to deliver superior products, to make people attractive and beautiful, to create value and to make significant difference in beauty industry.(2)…

    • 2355 Words
    • 10 Pages
    Better Essays
  • Satisfactory Essays

    Harvard Case Sephora

    • 889 Words
    • 3 Pages

    Innovations introduced in the beauty business with no major products beauty companies, Sephora implement two new ways to offer their products to customers:…

    • 889 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Sephora

    • 766 Words
    • 4 Pages

    When visiting Sephora, customers are greeted with a wide range of products from which to sample and choose. This is a great one stop shop for cosmetics including hair care, facial, and makeup. They care several brands that you wouldn't find in a regular department store. The customer base is overwhelmingly female and this is reflected in the product lines which are designed to be used by women.…

    • 766 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Zara's Competitors

    • 2694 Words
    • 11 Pages

    The fashion industry is one of the most fast-paced and fast-moving consumer sectors in the market, so it is no surprise that there are many companies who are competing against each other in terms of obtaining the most market shares. This industry also attracts numerous consumers who are style-conscious and are up to date with fashion and trends; therefore companies must continuously develop themselves in order to stand out and to be chosen by consumers. Our final project’s main concentration is on one of the most famous clothing companies, Zara, but we cannot deny that there are also other competing brands in the market as well. We have chosen two other comparable brands in the market to illustrate the differences and similarities among various fashion brands and to help us understand this industry better. The two main competitors of Zara are Forever 21 and Topshop.…

    • 2694 Words
    • 11 Pages
    Powerful Essays
  • Satisfactory Essays

    Johnson & Johnson

    • 1929 Words
    • 8 Pages

    MISSION: Emerge as the dominant cosmetics and personal care firm in the twenty-first century by appealing to young/trendy women, health conscious women and older women with its varieties of brands.…

    • 1929 Words
    • 8 Pages
    Satisfactory Essays
  • Best Essays

    Chanel Pestel Swot

    • 4889 Words
    • 20 Pages

    Prepared for: Marn Lim, Klintonn Poh, Circe Henestrosa Prepared by: Teo Jia En 12565 FH3E 4th November 2010 Fashion Management DE1207 Project 2 Lasalle College of the Arts…

    • 4889 Words
    • 20 Pages
    Best Essays