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
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