Some know Dior for its fashion advancements. But even people outside the luxury market and fashion industry can recognize the Dior brand. How has Dior become so recognizable and successful? And what can be learned from its marketing tactics?
The approach of luxury brands
To start, we need to understand that luxury brands are not marketed in the same way as other brands. Luxury brands need to differentiate themselves and focus on different appeals.
Here are some of the most important elements netherlands telegram mobile phone number list of marketing a luxury brand:
Niche market orientation
Luxury goods are not going to be accessible to everyone. Their high price tag means that a large portion of consumers cannot afford these products. Also, people who earn a lot of money have specific tastes, which means that not all luxury consumers are going to be interested in their specific fashion. To solve this problem, luxury brands' marketing campaigns need to target a specific niche market.
Exclusiveness
Luxury brands often succeed by cultivating an air of exclusivity. Customers are not just buying a product, but a lifestyle. People want to feel like they are buying into a culture that not everyone can afford or enjoy. Therefore, this feeling must be present in an effective marketing campaign.
Worth
Luxury brands also have to prioritize the perceived value of what they are creating. If a luxury brand appears to be lagging behind a competitor, or if the quality of its work slips, the entire brand could fall apart.
The characteristics of Dior's marketing campaigns
So what are the specific marketing strategies that Dior has used to be so successful?
Brand identity and consistency
For starters, Dior has an impressive brand identity and a remarkable consistency in the presentation of that identity across all of its marketing campaigns. The Dior team has taken great care to ensure that all products distributed by the company are in line with the overall brand vision, and all of Dior’s forms of communication and messaging seem to be in line with that vision as well.
Multimedia and an omnichannel approach
Dior succeeds by taking a multimedia and omnichannel approach. The brand recognises that each channel has strengths and weaknesses, and plays to those strengths and weaknesses effectively. Dior can be found on almost every social media platform, in print magazine ads, and even in virtual reality (VR) exhibitions and fashion shows – the brand is everywhere.
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Segmentation strategies
There are many different audiences interested in Dior, and the brand uses segmentation strategies to appeal to each of these demographics independently. For example, Dior has several social media accounts. On Instagram, there is the main official Dior account, which targets its core consumers, but there is also Dior Homme, which specifically targets male consumers. This allows them to greatly increase the relevance of their messaging, appealing to one audience at a time.
Influencer Marketing
Dior has leveraged the power of many celebrities, including Johnny Depp, Robert Pattinson, Rihanna, Natalie Portman, etc. You've probably seen some of these celebrities in advertisements for specific products. This is an expensive, but incredibly powerful technique. When a product has a well-known name and a pretty face, people immediately start to associate it with luxury and status. It's an effective way to attract distribution of your message, as through the influencer you can reach millions of people. But it's also a way to build the reputation and image of the products you're creating.
.Jinny Depp - Dior
Ambitious exhibitions
One of the most impressive elements of Dior's marketing strategy has been its striking exhibitions. For example, at Esprit Dior, Dior displays some of its most interesting and captivating pieces, celebrating themes including: Paris, Dior and his artist friends, Dior Garden, Dior Allure, Dior Atelier, Dior's Stars, Versailles: Trianon, Miss Dior, From Pink to Red and J'adore. These interactive and innovative displays help brand enthusiasts fully immerse themselves in the brand's style, while introducing new attractions to an unfamiliar audience.
