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
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Analysis Of The Initial Campaign For LKS Nail Polish
    • 687 Words
    • 3 Pages

    Analysis Of The Initial Campaign For LKS Nail Polish

    2.1.3 Place Our product will be sold to our consumers using the following major markets: 1. National Retail Outlets: Myer and Target; 2. Health and Beauty Store: Priceline; 3. Specialty Stores: Specific Salons who will only sell/use our product 4. Grocery Stores:…

    • 687 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Ulta Beauty: Marketing Strategy
    • 385 Words
    • 2 Pages

    Ulta Beauty: Marketing Strategy

    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
    Read More
  • Satisfactory Essays

    about Sonia Rykiel's website
    • 811 Words
    • 4 Pages

    about Sonia Rykiel's website

    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
    Read More
  • Good Essays

    Estee Lauder Historical Background
    • 899 Words
    • 4 Pages

    Estee Lauder Historical Background

    Although limited in funding during those early years, the Lauder’s sought to grow by innovation. Their early marketing techniques included sampling so that potential customers could actually try their products before buying. Despite her small ad budget, Estee Lauder sought only the most prestigious accounts. This established a precedent for Estee Lauder products which to this day are sold primarily in high end department stores, boutiques, and the most prominent and established e-Commerce discount cosmetics internet e-tailers.…

    • 899 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Social Media Impact On Fashion
    • 607 Words
    • 3 Pages

    Social Media Impact On Fashion

    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
    Read More
  • Good Essays

    Marketing Case Study Mary Kay
    • 512 Words
    • 2 Pages

    Marketing Case Study Mary Kay

    China represents 25% of the company sales (currently has 200.000 sales representatives or Beauty consultants in china. The company’s success in China has been attributed to the company’s message of female empowerment .helping women reach their full potential to find their inner beauty.…

    • 512 Words
    • 2 Pages
    Good Essays
    Read More
  • Powerful Essays

    Final Version Of Max Factor
    • 6831 Words
    • 22 Pages

    Final Version Of Max Factor

    In addition, as there are a lot of brands for customers to choose from, so that this is difficult to keep them loyal and it makes customers easily to dilute the brand. So there is a need to stronger the brand image from the cosmetics market.…

    • 6831 Words
    • 22 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Media Studies Audience Profile
    • 371 Words
    • 2 Pages

    Media Studies Audience Profile

    My target audience are young women from 17 to 25, who want to have or already have a sophisticated and classy style without being able to pay for Chanel, Louis Vuitton, Gucci, Prada, Burberry or Dior. It concentrates on providing this style with not much money and it also centres on natural cosmetics, as well as more extravagant makeup styles for nights out.…

    • 371 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Design Proposal
    • 1289 Words
    • 6 Pages

    Design Proposal

    To build a unique portfolio of fresh and organic beauty products and strive to surpass its competitors in quality innovation and value and provide a personal high touch shopping experience that will help create a lifelong customer relationship.…

    • 1289 Words
    • 6 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Marketing Mix for Lush
    • 1376 Words
    • 6 Pages

    Marketing Mix for Lush

    In this research two well-designed marketing mixes were made, aiming to improve an already existing organic products cosmetics brand named “LUSH®” as well as accommodating its features to the demands of the target market. One of the marketing mixes being directed for physical shops and the other one for an E-Store. Two business people were interviewed to gain information about strategies and day-to-day goals in small brands as such. Elena Torre, cosmetician and owner of “Saint Germaine”, a Natural Cosmetics brand, was one of the interviewees, providing very factual and useful information for this research as well as Martha Hone, dermatologist and owner of “Martha Hone Clinic” based on natural cosmetics from all over the world, especially France, which she “hunts” for in her many travels. This last interviewee came in useful as she has a very vast knowledge, which she provided to the report on many natural and organic cosmetics brands from all over the world, with a variation of marketing/business techniques. Information was also extracted from the brand´s own website along as from The Body Shop®’s website [http://www.thebodyshop-usa.com/]. The final goal was to help “LUSH®” improve in all possible ways and allow it to compete with other and bigger brands such as The Body Shop®.…

    • 1376 Words
    • 6 Pages
    Good Essays
    Read More
  • Good Essays

    Animal Testing On Cosmetics
    • 977 Words
    • 4 Pages

    Animal Testing On Cosmetics

    The astounding world of cosmetics has taken a turn and has changed the way it has been seen since it first created. Now it is seen as a form of artwork that people practice as seen on runways and world known magazines. It is also seen as a hobby or career that both men and women can both pursue as a living. Marketing is their main source when it comes to the promotion and sales of products. Big name companies are unavoidable due to their appearance in television commercials, magazine pages, and especially through social media. Well known celebrities also take an enormous role when trying to market not only a specific product but a specific brand. In these advertisements, companies only present what is most beneficial for the consumer which…

    • 977 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Business Plan
    • 1969 Words
    • 8 Pages

    Business Plan

    To provide my customers with the best customer service and up to date products. Also followed by the latest cutting edge technology in hair, spa, and nail care. To make sure my customers are getting the best value, their dollar is important to us. Here at “Beautifully You” beauty is in the eye of the beholder and our premium products are your mirror.…

    • 1969 Words
    • 8 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Zara's Competitors
    • 2694 Words
    • 11 Pages

    Zara's Competitors

    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
    Read More
  • Best Essays

    Chanel Pestel Swot
    • 4889 Words
    • 20 Pages

    Chanel Pestel Swot

    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
    Read More
  • Powerful Essays

    Cosmetic Industry Evolution - India
    • 2064 Words
    • 9 Pages

    Cosmetic Industry Evolution - India

    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
    Read More

Related Topics