Fashion Promotion - Dior Essay Example | Topics and Well Written Essays - 3500 words

Fashion Promotion - Dior - Essay Example The paper "Fashion Promotion" analyzes the channels and ways that brands, such as Dior, use in their promotion. The existing communication channels used by Dior have been thoroughly studied and also additional recommendation to improve the existing channels and introduce newer ways has also been included in the study. It was found that Dior is very restrictive in selecting its communication channels, so as to maintain the luxurious brand image of the company. Conservative communication channels are utilised by all the luxury product companies, but Dior could utilise a few other channels too to increase its brand recognition without hampering its highly sophisticated and luxurious brand image. Dior is a luxury retail brand based in France. The company is named after the founder of the company Christian Dior. Dior mainly deals in clothing, accessories, perfumes, beauty products and also timepieces. Nowadays, women buy perfume according their personality, so Christian Dior also makes pe rfumes to suit the different personality traits of women around the world. The company mainly targets a niche customer group, such as people from the wealthy class and also the high income groups. Since the global recession or economic depression does not really affect the purchasing power of luxury consumers, so Dior has not felt the sharp punch of economic slowdown. The strategy of the company is to focus on their product range and infuse creativity and innovation, for offering luxury goods to the customers. The brand generates about 13 percent of its revenue from Perfume and cosmetic segment, as stated in figure 1. In this study we would be focusing on the perfumes segment of Christian Dior. Figure 1 Source: (Christian Dior Group, 2012). Dior Story As we already know Dior is named after the famous fashion designer, Christian Dior, who introduced a new trend of fashion in Europe. He focused on the curvy shape of a female figure and designed his dresses accordingly. Christian Dior had worked under several famous fashion designers and in famous fashion houses before floating his own fashion house. Dior started as a fashion house which focused mainly on clothing for women and also men. The new fashion trend was a major hit in Europe and women in Europe liked and accepted the new trend with open arms. The company then launched its first fragrance under its subsidiary company Parfums Dior in the year 1947. It was named as Miss Dior, after the name of Christian Dior’s sister Catherine. Christian Dior passed away in 1957, but the brand name Dior has become famous around the world. Dior has become a synonym for luxury, elegance, beauty, fashion, and beautiful fragrance. It is one of the oldest perfume houses in the world and has about 135 fragrance base. Dior perfumes are made using these fragrance bases. Christian Dior’s revenue tripled since 1998. The company was bought by Louis Vuitton Moet Hennessy (LVMH) Group in the year 1987. Since then the LVMH group