Fashion Promotion of Dior JAdore - Essay Example

? Fashion Promotion of Dior J’Adore Table of Contents Introduction 3 Overview of the Brand Identity 4 Promotions Opportunity Analysis 6 Communication Opportunities 9 Communication Channels 11 Communication Objectives 12 Brand Message / Brand Story 14 Promotional Budget 14 Conclusion 14 Bibliography 15 Introduction Dior introduced the division of the Christian Dior Parfums which came in to being by Christian Dior in the year 1947. Taking a brief look at the company, it is currently operating in approximately 235 boutiques all over the world and have taken in to the plans which will ensure its extension in the future. Located in Paris , France, Dior has the market share in the luxury goods segment of about 42% and introduced its range of products with a very unique marketing strategy. Taking a look at one of the most mesmerizing perfumes which was created by Dior, J’Adore which was originally made for Dior by Calie Becker, the perfumer somewhere in the year 1993. However the craftsman for the perfume changed and the responsibility was under taken by Francois Demachy who was also the perfume creator for the House of Dior. Francis Demachy enjoyed a very good repute since his past experience was with another luxury brand , Chanel, and was responsible for managing the in-house creation of the perfumes. There is a long history associated with the creation of J’Adore , where the founder of the Dior, Christian Dior always expressed his passion towards the flowers and wanted to incorporate the fragrance of the flowers in a bottle so that the scent was at the disposal of the users. This is known as one of the most feminine scents of the modern world were the glamorous fragrance of the perfume has not only made it incredibly popular in the market of the luxury goods but at the same time the popularity of the perfume had enabled the House of Dior to even introduced the several variants which have different concentrations. The scent of the J’Adore is gleaming, brilliant and luminous and thanks to the shimmery texture of the perfume, that when it is applied it leaves golden scent shimmers on the skins of the users which look very much like the sunbeams. J’Adore is regarded as one of the most incredible female brands and it depicts a feminine and delicate touch which is in line with the style which has been adopted by Dior. It is sweet but bamy at the same time, which a very sharp floral with an addition of the fresh mandarin , jasmine, plum and roses and musky scent to it at the same time. Overview of the Brand Identity The brand identity which has been established with J’Adore is that there is touch of sophistication and glamour attached with it, giving the user a very lush , high quality experience. It uses a brand enforcing strategy where a class division has been added by enforcing the superiority in the product. The conventional and the traditional approach which had previously been adopted by the luxury products has been rejected by J’Adore and denounces the materialistic view, which not only gives the brand a strong brand identity but at the same time has been able to give J’Adore a competitive edge as well. It very clearly states in the advertisements and the marketing strategies that the gold , expensive cars , jewellery do not play any role in making you stand out from the crowd, but instead it is your unique fragrance that plays a part in helping you stand out. Brand has projected its tag line stating : ‘wear J’adore and you can regain your sense of humanity.’ (When The World Whispers…Shout | Corporate Brand Management) “Gold is cold. Diamonds are dead. A limousine is a car. Don’t pretend. Feel what’s real” is the line which has been used in many of the advertisements of the perfume, which adheres to the view point, stated above. “(When The World Whispers…Shout | Corporate Brand Management) The uniqueness of the perfume can be displayed in the bottle which is in the shape of a Greek Amphora which exhibits the brand identity of the product which is that of femininity. The unique design is a new concept altogether and amphora is an ancient Greek work which was used for jars or the vases with an oval but narrow cylindrical neck and body. The bottle of J’Adore is cylindrical in shape but oval as well which becomes narrower towards the mouth of the bottle. It is an iconic bottle which is very catchy which depicts the heritage of the Dior House and keeps the modern sense of packaging at the same time as well. The curvaceous alluring body of the female model is definitely iconic and is significant to the couture gowns which are designed by the designers of the company several yeas ago. The jewellery which is wrapped around the bottle of the perfumes is also very symbolic since it is a Maasia Necklace. It definitely shows that a lot of thought was put in when the designers came up with the design of the bottle, where the designers kept the bottle design in accordance with the fragrance which is definitely timeless. “All Dior collections are anchored in shape, texture, iconography, and a bit of humor not allowing for viewer or wearer detachment. What other designers would mesh the classic Dior logo with embroidered floral and then apply them to a floral functional sneaker.” (To Die For, Vibe Mar 2005) ‘The opulent fruity floral juice takes flight with a fresh accord of bergamot opening into a vibrant armful of roses and delicate jasmine sambac. It is followed by plum , sensuous and honey like with a caress of tuberose. ((2010). Quintessentially perfume. London, Quintessentially Pub. Ltd.) Promotions Opportunity Analysis The luxury market is one that has intense competition where there are a number of strong brands which are operating in the market, each strong and has a competitive edge of its own. When we take a look at the perfumes, the same situation of several competitors prevail where currently in the luxury perfumes, there are three solid names , Chanel’s Coco Mademoiselle, Lancome’s O and Prada all raging a war against the other so that they can retain and sustain their brand name in the market. Chanel is a France based company whereas Chanel is equally as famous as Dior and has a very strong brand name and image established in the market. They have established a good name on the basis on the quality and quality is what the competitive edge completely relies on. Taking a look at the different pricing strategies used by each of the competitor, they also charge their products according to the competitive pricing strategies hence the price is pretty much similar of all the perfumes offered by the aforementioned brands. Therefore customer does not have to pay a large amount of money if she wants a difference. The fragrance is very unique of the Dior J’Adore and is perfect for almost any kind of occasion. The smell is although discrete but it can be easily related to hence not making it anonymous. The wearer is given identification with the differentiated smell of the perfume and not only gives a good feeling but makes her fell very confident at the same time. The quantity offered by J’Adore is more for the price that is offered by all the other competitors out there and if you rate the perfume in terms of the quality, reputation and the price, it is better and receives more rating than other competitors out there. There are many new opportunities for Dior J’Adore which can be taken in to the account by the marketing team and they can stretch their product line, by either up stretching or down stretching, whichever will help in addressing more number of consumers, or they can tap in the market areas which are unfulfilled through the help of effective marketing communications. Market segmentation is when the total market is divided or split in a number of sections and then the product is targeted at one of the broken sections. There are several different market segmentations which have been used by Dior J’Adore, and firstly the geographic segmentation has been made use of so that the product can targeted to the respective market. They are targeting the rich, and the wealthier areas such as North America, Japan and Western Europe where the purchasing power parity of the individuals is strong and helps them in buying the luxury goods. Moving on, another type of segmentation that has been used is the demographic segmentation which not has the adult women as the target market but at the same time these are those women who have quite high incomes and can easily afford tp purchase an expensive bottle of Dior J’Adore. Perfumes and especially those which are expensive are only worn at some special occasions, or they can be worn regularly. The luxury product such as the expensive bottle of the Dior J’Adore can not be afforded by many individuals therefore the loyalty status of this particular perfume varies from being medium to strong. The fragrance of the Dior J’Adore is one which depicts a different feminine personality and thanks to the strong brand loyalty which is associated with the J’Adore, any female consumer who decides to buy the bottle comes back to repurchase. Thanks to the easy availability of the perfume, that it an be found in any store such as Nordstorm , Sephora etc. Hence the market segment to which J’Adore caters to is immense and is very large. Because of the extensiveness of the market segment, there are many who may not buy it regularly but save the purchase for some special occasion such as Christmas. Christmas time is when time which offers a lot of sales revenue where the company promotes the product through some creative offers such as combination of a lotion with the bottle of perfume. The company understand that woman’s happiness encompasses around the gifts and hence the marketing has been developed on this strategy. Luxury markets revolve around the products which are not only rare , but are original and depicts quality , refinement as well as authenticity at the same time. The few elements which make the buyers come back to the luxury products markets over and over again. “For Dior, the woman is sophisticated, sensual, natural, elegant ,the woman discovers at Dior's a perfume to her image … Sometimes audacious, sometimes decorated with flowers, Dior perfumes all express a state of mind, a way of life, a bewitchment which leaves with every passage a touch of seduction.” (Sabina Belli, marketing manager of perfumes Dior in an interview with fashion mag.com) Communication Opportunities “To return the elegant woman, such has always been the desire of Christian Dior. And so he draws her dresses, creates her perfumes, invents her looks of make-up … Today, the energy of the House Dior is totally dedicated to the innovation with colours, textures and unique perfumes, thought to arouse the emotion! The spirit Dior is in search of the Beauty to answer the requirements of the most sophisticated and sexy women.” (Dior J’Adore) The brand is being communicated with the unique style and the strong association. If we look at one of the most recent advertisement of the Dior J’Adore , aired on televisions and displayed on billboards and on newspapers and magazines, it shows a bold, beautiful blonde who enters the fashion , already running late and enters with the dark glasses on and slips incognito. The second shows the backstage of the fashion show which was badly crowded and filled with the models and the make up artists and the technicians, all trying to get the models ready. The advertisement shows the iconic and recognizable faces such as Marilyn Monroe, Grace Kelly and the lead model being played by Charlize Theron and this what helps the audience relate with few of the most popular faces of the industry. The campaign was launched last year in 2011, and the campaign was launched in order to celebrate the new version of the scent which has been launched recently, and was originally dated back to the 1999. “The South African actress and model has thus been using her sexiness to promote Dior’s flagship fragrance for over seven years, with this one being her 3rd TV spot. In her previous J’adore commercial, which came out in 2006, Charlize Theron is seen strutting down the corridor of a luxurious Parisian apartment, which mixes tones of black and gold, as she progressively takes off her clothes until the only thing that she is left wearing is the perfume on her skin. Now, with a less provocative approach, the new ad shows her getting ready backstage at a Dior fashion show.” (Dior takes new approach in TV ad for J’adore , FashionMag.com United Kingdom) The communication design of the advertisement has been designed in a way that it directly targets the consumers and influencers. The gold colour scheme and the glamorous iconic faces in the advertisement definitely appeals to the target audience The strong facial expressions used by Charlize Theron , with slightly open mouth and strong eyes with direct eye contact with the audience is an add on. The look which has been adopted shows confidence, a personality trait that J’Adore has associated with itself. Since the look shows an aura of confidence therefore it helps the audience to associate that maybe they will also the feeling of being confident yet seductive at the same time. This is not only an appealing ad to the female masses, but the male masses would also be drawn to the ad, since there is a lot of sex appeal with the show of cleavage and curves which can successfully get the attention of the male audiences. Therefore males can act as influencers or buyers of the perfume, who may want to purchase this for their partners and will want them to be more confident and feel or perhaps an appearance which has been depicted by Charlize Theron. Communication Channels Television is always an effective way to get the message delivered to the target customers and reaches the mass audience. It is one medium which is used the most in the marketing field and hence Dior J’Adore is no exception. Over the past many since its launch in the year 1999, J’Adore has been making efficient use of the television for the promotion purposes during the peak hours. With the latest release of the advertisement with Charlize Theron and a couple of other iconic figures as well, it has yet been another prove that television use as a medium of promotion for the product. Moreover the public display of the billboards is another method of advertising the product , where the drivers of the cars, by-passers and other individuals on the roads get the attention of the large boards. Billboards, traditionally have been used by a lot of companies but each try to get an edge or try to differentiate their billboard from the other through the use if innovative and creative strategies. In case of Dior J’Adore, the billboards have been a very popular advertising strategy used. Lately , the billboards got the attention of many with the bold and beautiful gold look of Charlize Theron , with a slightly open mouth, but very confident looking eyes coupled with sex appeal. Attractive posters and magazine covers are also utilized by the company so that their perfume can reach the mass audiences, using the reinforcement strategies of the stereotypical codes with the traditional setting of the Mise En Scene. The model of the cover is always the main or the focal point of the advertisement with the glossy highlighted skin which gives a successful emphasis on the overall image of the advertisement. Usually, the marketers place the perfume bottle of J’Adore over the model and it symbolises that the audience can feel the same incredible feeling if they wear the perfume as well. In the case of J’Adore, the background of the advertisement is always emphasized to be dark so that the rest of the picture is illuminated. The primary focus is on the gold and black glossy colours so that the feel of an Egyptian or a Greek woman can be created as well. This look definitely appeals to a large audience and draws the attention of many. The colour strategy used by the marketers is also very clever with the shades of gold used, with associates with the royalty and heaven. The makers of J’Adore are trying to communicate their product through the conventional communication channels such as televisions, billboards, posters, advertisements in newspapers and magazines. This is a traditional way to promote the product with a high probability of success as well. Since J’adore has been able to create a point of differentiation in their advertisements and has a competitive edge with the colour schemes and the placements of the objects, it appeals to target audience who get drawn to every new advertisement of Dior J’Adore that get launched in the market. However they cam make use of other communication channels as well so that more potentials can be explored. Communication Objectives The job of the entity does not end with the creation of the product but goes all the way to its promotion as well and hence powerful communication to draw the attention of the audience to the marketed product. It is a way to assess that how the promotional strategy of the product is built so that the target audiences is attractive to the overall brand image of the product and helps in the maintenance of the brand narrative. It aids in creating a differentiation and gives the product an overall brand’s competitive advantage. Moreover, before deciding on the objectives of the communication, the resources especially in the monetary terms also have to be checked so that the communication campaign can be carried out effectively. There are three main communication objectives in the latest advertising campaign of the Dior J’Adore which are not only to translate the concept of a new perfume but at the same time mark the femininity return and associate a revival of Dior with the power spontaneous feeling as well so that it depicts that the fragrance of this particular perfume bottle is simply timeless. Assuming that the Dior J’Adore is somewhere at the maturity stage of the product life cycle, the communication campaign of the product will therefore change automatically. Here the emphasis will be laid on reminding the customers of the product and that it still exists in the market. The campaign strategy will evolve around reminding the customers and therefore the budget allocation at the campaigns will be significantly less. A research has shown that the Asian market is the one market in the entire world which holds a lot of potential and promising as well, where Japanese customers are known for buying the most luxury items in the world with purchasing power of about 40%. Hence Dior can find this as a useful way of tapping their potential and hence answer this demand which is existent all over the world. One way of doing so could be to find a new strategy and should be innovative with a pinch of creativity as well. Hence the extension o the product line can be good way of extending the product life cycle and it will lay on the foundation of the phenomenon which exists that fashion is often ‘short lived’ and hence continuous innovation is the way to extend the life cycle of the luxury goods. By adopting this policy Dior can assure commercial success for itself. Brand Message / Brand Story Dior J’Adore has always been able to deliver the message to the audience that how the brand can be associated with the confident feeling yet very bold, beautiful and has a sex appeal to it. This is the brand personality J;Adore has associated with itself for the past many years and hence it what has appealed to the mass audience as well. Dior should continue with the same message of this confident yet sexy look and not make any changes to it because changing it in any way can hamper the overall brand personality of the product that had been created in past many years. Promotional Budget As mentioned above , the product is somewhere at the maturity stage of the product life cycle therefore particular regard should be given to the budget allocation of the fragrance. The allocated amount will not be very high since the promotional expenditure at this stage of the product life cycle is not very high and is average. The product can be promoted using the conventional methods which does not only remind the audience of the existence of the product in the market but also encourages them to buy the J’Adore again and again. Conclusion Dior J’adore is one of he most sold luxury perfumes in the world whose brand personality has been marketed in a way that it wants to give the female consumers a sophistication, sensuality and elegance yet a feeling of being natural exists at the same time. It depicts a way of life and helps a woman discover herself , a bewitchment with every inch of seduction associated with itself. 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