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Fashion Promotion - Dior - Essay Example
Pages 14 (3514 words)
The essay discovers the fashion promotion and Dior's fashion. The fashion industry of UK is a very lucrative segment that contributes about £21 billion in UK economy. Fashion has always been a great success story for the British. Moreover, London has always been regarded as the fashion hub…
The paper "Fashion Promotion" analyzes the channels and ways that brands, such as Dior, use in their promotion. The existing communication channels used by Dior have been thoroughly studied and also additional recommendation to improve the existing channels and introduce newer ways has also been included in the study. It was found that Dior is very restrictive in selecting its communication channels, so as to maintain the luxurious brand image of the company. Conservative communication channels are utilised by all the luxury product companies, but Dior could utilise a few other channels too to increase its brand recognition without hampering its highly sophisticated and luxurious brand image. Dior is a luxury retail brand based in France. The company is named after the founder of the company Christian Dior. Dior mainly deals in clothing, accessories, perfumes, beauty products and also timepieces. Nowadays, women buy perfume according their personality, so Christian Dior also makes perfumes to suit the different personality traits of women around the world. The company mainly targets a niche customer group, such as people from the wealthy class and also the high income groups. Since the global recession or economic depression does not really affect the purchasing power of luxury consumers, so Dior has not felt the sharp punch of economic slowdown. The strategy of the company is to focus on their product range and infuse creativity and innovation, for offering luxury goods to the customers. ...