What is Dior’s marketing strategy?
It’s well known that luxury brands like Dior are marketed for a specific audience, with the primary value being exclusivity. So, to understand its greatness in haute couture, BluCactus is giving you an insight into the marketing strategy of one of the most influential brands in the world.
Also, it’s worth noting that the marketing of this company, apart from being focused on clothing items that make immediate reference to this brand, has been more focused on luxury beauty products. By taking advantage of these powerful strategies, Media Impact Value ™ for Dior is at a higher level than its competitors.
Dior Marketing Plan
As time has passed, many luxury brands have decided to launch a makeup line. Apart from selling products at a more affordable price, there are many other outstanding strategies to reach a broader spectrum of consumers, including:
Among Dior’s strategies, this is one of the highlights. Since by considering bulk beauty, it has been able to establish relationships with different clients.
Clients who are not only in search of a good wardrobe. Which has been very beneficial since it has achieved thousands of mentions on Instagram.
And in most months of each year, it has managed to stay above the competition.
Of course, it should be noted that Dior’s proposal has always been conservative with its efforts to go digital. But this has been a big step thanks to the brand’s demographic spread across the world.
Thus, the firm can retain existing buyers and attract a new Dior target audience. And what better way to do so than through print and online media?
Like many other brands, Dior has been making great strides with its social media presence and, more notably, its influencer marketing techniques.
To launch their products, Dior seeks influential people in the most critical communication channels in the digital field.
Dior’s media strategy has helped generate millions of dollars throughout its history through powerful campaigns for its perfumes and other luxury products.
A Miss Dior perfume advertisement featuring the actor Natalie Portman generated €354,000. Likewise, this printed article could become the most relevant of the luxury brands, making it clear that the role of advertisements continues to be very significant for brands with this status.
As older generations add more value to print, younger audiences respond better to online content. Therefore, luxury brands like Dior have been tackling both.
Examples of Dior’s luxury marketing
Dior never ceases to surprise us when it comes to marketing strategies.
What is Dior’s marketing strategy?: Ready-to-wear campaign Spring – Summer 2018.
The goal of this campaign was to make female artists stand out. One of the most important was Sasha Pivovarova, who modelled the campaign clothes with an unmistakable message:
“Why Have There Been No Great Women Artists?”
Likewise, for the presentation of this runway, they created a scenography called “The Tarot Garden”, released in 2018.
The results of the many top-quality videos and photographs of the event, along with mesmerising set design, makeup and clothes, lead to tens of thousands of online views.
What is Dior’s marketing strategy? Pret-A-Port Campaign Autumn – Winter 2019
This campaign was exciting since it aimed to show various stores selling the Dior brand worldwide.
This included Tokyo, Hong Kong, and London, in the best style of feminist advertising dedicated to women’s empowerment.
For this, they gathered many photographs that served as fashion covers for previous campaigns, creating hype worldwide by teasing what their Autumn/Winter collection would be.
The show was attended by several celebrities and received an array of positive feedback regarding the clothing and theme.
What is Dior’s marketing strategy? Capture Youth Campaign
This Dior advertising campaign aimed to launch the “Capture Youth” product featuring Cara Delevingne.
On this occasion, the actress describes her experience with the brand and how the product has supported her femininity to strengthen her freedom as a strong and leading woman.
One who never gives up.
The video of this campaign obtained 8.6K views on YouTube.
What is Dior’s marketing strategy? The Art of The Colour Campaign
This profound campaign predominantly consisted of an exposition from renowned artists and designers like Serge Lutens, Tyen, and Peter Philips and took the audience on a “kaleidoscopic journey” by capturing women’s femininity.
Using powerful imagery, the history of makeup is told and presented in a beautiful book and held as an exhibition across the globe, including a private unveiling in Tokyo.
This campaign was seen as a success, as it managed to bring together a large number of celebrities. Since the video’s release, it has accumulated 5.7K views on Youtube and had 2,696 posts on Instagram.
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Thanks to Dior’s luxury fashion marketing strategies, through its campaigns in recent years, significant (@Dior):
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As you can see, luxury brands also need marketing strategies that allow them to have greater reach while continuing to offer exclusivity to their target audience.
At BluCactus, we have experience creating effective marketing strategies for luxury brands. To fit into the luxury market and meet the demands of the most distinguished public, you only need to contact us, and we will significantly help you!