Dior Marketing Strategy – Marketing Strategy of Dior: Dior, the house founded in 1946, is a symbol of elegance and luxury. Dior’s elegant and fashionable design has been a constant inspiration to the fashion industry for 70 years. Dior is the brand, named after Christian Dior, and deals in the design, sales, and marketing of fashion apparel, accessories, and beauty products.
Dior At A Glance – Marketing Strategy of Dior
Company : Dior
CEO: Pietro Beccari
Founder: Christian Dior
Year founded: December 16, 1946, Avenue Montaigne, Paris, France
Headquarters: 30 Avenue Montaigne Paris, France
Annual Revenue: €53.67 billion
Profit | Net income: €2.93 billion
Number of employees : 163,309
Products & Services: Clothing, cosmetics, fashion accessories, jewelry, perfumes, spirits, watches, wines
Dior Fun Facts: Luxurious Craftsmanship: Each of Dior’s collections evoke sensuality through their intricate embroidery and signature motifs. The construction of the house’s garments consists of a concealed craft that only a skilled couture atelier at their peak can achieve.
Marketing Strategy of Dior
Ferrari’s Marketing Dior covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Dior? Let us discuss.
Dior Marketing Strategy – Segmentation, Targeting, Positioning
To make its offer available to the target audience, Dior employs a mix of demographic and psychographics.
Dior uses different targeting strategies to attract and promote a specific group of customers.
It has succeeded in positioning itself as a brand that carries a rich heritage while challenging the status quo of fashion and modern society. To position itself as a premium brand, it uses a value-based positioning strategy.
Dior Mission Statement
“True Luxury requires genuine materials and the craftsman’s sincerity. It is only meaningful when it respects tradition”
Dior Vision Statement
“Dior Love Chain”
Dior Marketing Strategy – Competitive Advantage
Dior has been a pioneering fashion brand since its inception.
Strong Parent Company:
Dior represents the Christian Dior Group’s brand portfolio which includes LVMH, Christian Dior, and many other brands in the product categories like Wines & Spirits and Fashion & Leather goods and Perfumes & Cosmetics, Watches & jewelry, and other accessories.
Promotion via celebrities and fashion shows:
Dior promotes its brand by sponsoring fashion shows, exhibition shows, and associating with celebrities like Rihanna and Johnny Depp.
Dior Marketing Strategy – BCG Matrix
Dior’s business segments are broken down into three groups that bring in revenue. It has segments like Wholesale, Retail & Other Activities, and License Royalties.
It operates in three business segments, all of which are Stars in the BCG matrix.
Retail & Other activities generated 971 million euros, wholesale generated 56 million Euros, and License Royalties, it generated revenue of 15 million euros (December 16, 2016 data).
Dior Marketing Strategy – Distribution Strategy
Dior’s products are distributed through a variety of channels including exclusive stores, online shops, and high-end supermarkets, to be available worldwide. Christian Dior Couture has more than 4000 stores worldwide, with a presence in 35 different countries.
Dior Marketing Strategy – Brand equity
Dior was ranked 189 in Forbes magazine’s list of global 2000 brands (May 2017), while it was ranked 234 on the fortune 500 (June 2016). Based on market capitalization values, the brand is valued at $42.7 Billion and generates revenue of $43.7 Billion.
Dior Marketing Strategy – Competitive Analysis
There are many competitors in the clothing and accessories market. These are creating a problem for the brand image and affecting the brands. It is competing with companies such as LMVH and Chanel. globally.
Dior is a household name in premium apparel.
Dior Marketing Strategy – Market Analysis
Companies in the luxury fashion and accessories market are affected by a variety of market forces. Brands that sell counterfeit products create negative word-of-mouth for their brand.
Companies in this industry are affected by a variety of factors, including changing lifestyles and falling labor costs.
Dior Marketing Strategy – Customer Analysis
The people between 15 and 40 who are attracted to fashionable clothing & accessories are Dior customers. Dior customers are people from the upper-income and middle-class social groups.
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