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Margaux Azoulay
Section 2
Professor: Felipe Amado Quintana Navarro
This Mind Map will highlight the the efforts put in place by Dior in the past decade. Dior has been involved in various aspects of lean management in order to guarentee their clientel as well as to seduce a new community through their digital transformation.
Dior has been able to break the codes by changing the way it communicates with journalists, public figures as well as with marketing agencies. Its top one marketing campaign is through instagram.
Throughout this semestre, we have been taught the importance of Supply chain management in order to secure a future for the company in terms of cash flow and customer retention. This mindmap will highlight the following:
I hope you will enjoy this thrilling journey to understand Dior's fashion digital transformation!
Alexandre de Betak is one of the most sought-after scenographers and set designers for the production and creation of exceptional sets. Dior has hired this world reference in fashion shows, having already orchestrated more than a thousand of them. The mountain of flowers for Dior in the Cour Carrée at the Louvre, on Red Square in Moscow or around the Palais Bulles in 2015, it is he. John Galliano's intergalactic décor for the winter of 2009, too.
Inventory reduction is also a plus point of effective supply chain management. Dior is able to maintain good inventory level so that they ensure high demand items are not out of stock and the product which is over stock, they move to the stores where they are in high demand thus resulting in reduction of overstock inventory and buffer stock for high demand product. They have opted to use just in time inventory system of Toyota thus being cost and cash sufficient by maintaining sufficient inventory.
A new collaboration has been made between Nike and Dior.
This is completely disruptive.
Kim Jones, the men’s artistic director at Dior, told WWD that he chose to collaborate with Jordan because he loves “mixing together different worlds, different ideas” and that Dior also “collaborated with the best American brands of his era.
https://stockx.com/air-jordan-1-retro-high-dior
The above article highlights the great success of this collaboration that resulted in an increase of price from 2000 dollars a pair to 30000 dollars. This unique production created great marketing publicity and generated a new type of community.
The original ABCDior personalization service succeeds My Lady Dior allowing you to customize your bag according to your tastes and desires. ABCDior is the innovative version of this concept, and it allows you to embroider your first name, last name or initials on the Dior Book Tote oblique or Toile de Jouy. The only condition of this personalization is that it must not exceed 13 characters.
--> The Customer can feel unique thanks to this very personalised bag.
Dior uses Instagram to talk to its community. Their official account is a combination of brand stories, products from the collections and dialogues with celebrities. »
Dior focuses on offering an experience in which their followers can immerse themselves for a particular collection or on enhancing their exclusive brand image and heritage.
In 2017, Christian Dior have launched a digital initiative named ‘Love Chain’. The french fashion house shared on Instagram the campaign posing the question: “And you, what would you do for love?”
The video features ‘Dior muses, iconic stars, influencers and top models’ including Natalie Portman, Robert Pattinson and Jennifer Lawrence as well as ‘inspired anonymous folks and young artists in the making’ according to the brand, each taking their turn to answer the question.
The digital campaign aims to encourage viewers to ask themselves the same question, and respond with their own social post, adding #diorlovechain, whilst also nominating their peers to answer the question too.
For each response with #diorlovechain posted online, Dior has donated one dollar to the WE Charity, in particular the WE Schools program in Kenya which works to provide an education for young women.
This shows that Dior fully understand the customer mindse and it creates a feeling of a shared and interactive community
Recently, Dior has launched its own Instagram filters that reflect the spirit of the haute couture house. Launching filters with different digital makeovers to celebrate the collections each season.
For the in-store launch of Maria Grazia Chiuri's fall 2019 collection for Dior, the French house unveiled a new filter, now available on Instagram. Developed in collaboration with The Mill - a London-based creative content studio - , the Dior community can virtually try on hats in voile, checks and in several colors.
The customer doesn’t need to go to the stores.
This filter is great for the customer because it saves motion, and increase customer brand loyalty.
Without going to a Dior store, the customer can wear the accessories you've always dreamed of without leaving home. Experience it here.
What has recently become possible on Instagram: the social network has a "Shopping" button that allows you to buy online. Other functionalities have also been developed over time to allow brands to relay their events or reveal their behind-the-scenes stories, including Stories inspired by the social network Snapchat, Instagram Live and, since the beginning of the year, the most eagerly awaited feature for community managers: publication planning.
Seducing its 2.0 community is a successful gamble for the Dior brand, which integrates Instagram into its communication strategy.
Now with more than 5 posts per day, the brand invites the customer to discover the behind-the-scenes of its enchanted universe.
Beyond the promotion of a product or an advertising campaign, Dior takes its digital community on a journey with it.
The Dior brand creates dresses, but it also creates a crazy desire.
Whether at social events, the Cannes Film Festival, AmFar, Oscars, the inaugurations of its boutiques abroad or the creation of its fragrances in Grasse, every occasion is a good opportunity to share with its new target, the Millennials.
Christian Dior combines technology and fashion design with the introduction of virtual reality headsets in several of its boutiques, creating an immersive 3D experience with its collection and the ambiance of the runway shows. By deploying "Dior Eyes" in several of its stores, Dior maintains its relevance and offers a higher in-store experience. Equipped.
From the sketches, to the making of the dresses, to the cutting, to the fittings, Dior use Instagram as an exclusive showcase for its 25 millions followers. Preparations for the fashion show are also shared on the brand's account, in addition to its stories and live Instagram.
Dior is becoming more and more transparent with the public.
Through her collections, Dior's artistic director conveys her vision of the Dior woman as elegant and chic, feminine and assertive. For example, during the February fashion show, the walls of the Rodin Museum were completely covered with torn fashion magazine covers, feminist slogans and campaign posters for women's rights, dating back to 1968. The models convey both Dior fashion and the identity message of a resolutely free and liberated woman.
This collection is designed and dedicated for the Dior community, for women around the world. More than a garment, a message, an attitude, a way of thinking. Dior uses its image to touch the emotions of the woman and make its customers think and reinforce the cohesion and engagement.
The video features the muses of the House of Christian Dior. The famous Monica Bellucci, the million-subscriber influencers Chiara Ferragni, Negin Mizraeli, and model Nathalia Vodianova testify to their feelings about the universe recreated by Dior during its fashion shows. Each fashion show has a fairy-tale decor with a meaningful message. Here, beauty and respect for nature.
Once again, the customer can benefit from the Fashion show event and enhance customer experience.
In the Christian Dior era, it was not uncommon for the event to last more than two hours with more than 150 models presented. Now in less than 15 minutes and less than 50 models under a thunderous music the show is started.
At that time, fashion shows were extremely private. Only few journalists, and "friends of the House" were invited to see the fashion show.
Nowadays, everything is shared on social media. Dior understood it and all those fashion events creates content for the Dior community Instagram.
Dior presents 8 fashion shows a year, including two Prêt à Porter (2), two Haute Couture, and two cruise collections (the mid-season collection and the longest in-store collection). Men also have their moment of glory twice a year. Two men's fashion shows (fall-winter in January and spring-summer in June).
Key Takeaways:
The sine qua non condition for the brand to endure for eternity?
The successive designers who will take over the Artistic Direction of Christian Dior must respect the absolute principles laid down by Marc Bohan.
The brand has undergone exceptional development over the years. The influence of Bernard Arnault - the director of LVMH, gives the brand a boost. From a fashion house, it becomes a company with a global dimension. Through the diversification of its products and its communication strategy.
One aspect that needs to be improved could be the lack of transparency in terms of production which is generally confidential in Haute Couture, because the Savoir Faire is key in the industry.
Agility: Being agile, is to anticipate the demand-supply variabilities and being able to respond quickly and efficiently.
A large percentage of young people use social networks to get informed. Dior has understood this and relays all kinds of information through Instagram.
Alignment: Collaboration with suppliers and customers is the key to take a matured supply chain to the next level and the importance of collaboration cannot be over stated.
Dior collaborate with celebrities and influenceurs such as Chiara Ferragni, Instagram's most famous blogger, Bella Hadid or Kendal Jenner. For example during the Fashion Week, those personalities reveal their suites at the Plaza Athenee Hotel, where their Dior-branded wardrobe is just waiting to come to life once worn.
During the very social media wedding of Chiarra Ferragni with the Italian rapper Fedez, the influential woman was dressed by Dior on D-Day. For the fashion house, the influential woman's wedding generated more than 3 million likes and more than 2 million views, with an estimated total reach of more than 39 million, the number of people reached by the posts.
Due to the fact that those influencers have a quantifiable return on investment for a rate that is still significantly lower than that of print advertising, this communication is very efficient and cost saving for Dior.
Adaptability: Dior respond to the market changes. Efficient utilization of technology & capacity, establishing strategic partnership.
Communication and marketing departments dedicated to digital have been developed at Christian Dior's head office.
Jean Cocteau, artist of the formula, was not mistaken.
This genius of our time whose magical name combines God and Gold. Seventy years later, Christian Dior's star still sparkles, as if the metal one that the terribly superstitious founder of the fashion house had struck with his foot the day he signed his contract, continued to enlighten his successors.
Despite their differences, his heirs perpetuated the codes he had invented. The colour palette, the flowers, the panther print, the masculine fabrics, all reinterpreted.
From the first, the young Yves Saint Laurent to the wise Marc Bohan, to the exuberant John Galliano. This fairy tale can be found in Patrick de Marchelier's beautiful book. Throughout the pages, the models bring back to life models from the past, which despite their age seem to have come out of the latest collection.
Since the legendary Bar suit (1947), with its slim-fitted jacket over a wide skirt, suggested by the elegant women who frequented the nearby Plaza Athénée for the early evening cocktail, the myth has persisted.
Fashion designers embody one of the last refuges of the marvelous," writes Christian Dior in his autobiography.
When Bernard Arnault bought the House in 1984, he wanted to preserve its original values.
Telling the story is part of the magic. More than 2,000 dresses were stored in a secret place with filtered air and constant temperature.
In the Parisian offices on rue François I, everything that makes up the history of the House is piously preserved. Catalogues, tour programs abroad, books, sketches of clients.
On February 12, 1947, 42-year-old Christian Dior, a former employee of the Piguet and Lelong workshops, presented his first fashion show.
This unknown man became world-famous overnight.
Carmel Snow, editor-in-chief of the American magazine Harper's Bazaar, is on fire! "Your dresses have such a New Look! »
Ten years of career were enough for him to lay the foundations of the future empire and first of all its decor. The mansion at 30 Avenue Montaigne is still the headquarters of the fashion house.
