Brand
Analysis
Report
Christian Dior
In my research, I Analyze the brand identities of successful
startups in the incubator by examining their online presence,
including websites, social media, and marketing materials.
Identify strengths and weaknesses in their visual
communication, focusing on logos, color schemes, and design
aesthetics. Provide recommendations to enhance their visual
branding, helping them effectively convey their core values,
mission, and unique selling points.
My report contains a summary of how best to manage the brand
and look after people, customers and community over the
coming days.
Marketing
Plan
Internal and external strengths of Christian
Dior:
Internal Strength External Strength
Though considering the internal External strengths would be
strengths of Dior, as a top luxury discussed from customers, for Dior,
it has a huge group of customers,
brand, it has created a great fashion they understand Dior’s products
culture in its history. For example, deeply beyond the foundation of the
the typical black dress is popular by products themselves. They are
women for many decades even until looking for something have more
meanings. For these customers,
now, it is so classical. As top brand, Dior keeps improving its services, it
Dior did the best to produce is a basic but important strategy
extremely great quality products which is known by the strategy
groups. Keeping good
communicating with customers,
and assuring its patron of its best
effort and hospitality.
Internal and external
weaknesses:
At first, D ior’s products related high costs, which mean its customers would
be narrowed in small “rich” g roups. Second, in order to expand the range of
customers, Christian Dior increase exp ort products. Comparing with local
produc ts, export p roducts have some disadvantages, like longer delivery time,
weak language capabilities, for many p roducts need import raw materials, it
costs time and money, as an exp ort products, they always lack new styles in
peak seasons. T hird, it is more difficult to keep its image-building in
different country with different culture. For example, Sharon Stone (Stone) is
a famous ac tor in Hol lywood, and she was app roached the “face of Dior” in
2005. In 2008, there was an earthquake hap pened in south of China, it left
68,000 p eople dead and many were homeless. Sharon Stone as a face of D ior
said, it was “karma”, her words caused most of Chinese against her and Dior.
Until Stone apologized in Public and C hristian Dior decided to drop her,
Chinese people still could not forg ive her. T his is a very serious effect to
Dior’s image. (w ww.icmrindia.org, 2009)
External opportunities:
After China joined the WTO (World Trade Organization), it becomes
a huge potential country in fashion marketing. There are 31 LVMH (a
luxury company with 61 brands within its portfolio) officials available
in China. For Dior, China is a big market. Dior had launched more
than 20 stores in Beijing and Shanghai, the next step for them is to
understand Chinese marketing by considering open more stores in
China. (Christian Dior, 2009)
Target Market:
In 2020, they’re targeting the following industries where they’ll sell products
and reach out to customers.
• Age; 25+
Market
• High Taste
• High Education
• High income relatively
• Gender: Male, Female, Kids
• Social Status: high
• Shopping Budget: once in 3 months
• Boundaries: All over the world
Competitive Analysis:
Within target market, they expect to compete with the following companies:
Burberry:
Products we compete with: Fragrances, handbags, accessories and apparel
(Their handbags have a more prestige level as of late as well as a decent
following behind the brand).
Gucci:
Products we compete with: Fragrances, handbags, accessories and apparel
(Their handbags, apparel and handbags have a far more prestige level as of late
as well as a decent following behind the brand).
Dior Mrketing Mix
PRODUCT PRICE
PROMOTION PLACE
Marketing Strategy:
Product:
Dior is a luxurious fashion brand and was launched to satisfy styling sense of
high-class people. It has maintained its position as the creator of Haute-Couture,
which is a world-recognized division. Its first collection was launched in the year
1947 and became popular as “New Look”. Dior Label includes offerings mostly for
women but the company has Dior Homme for men and Baby Dior for kids.
Price:
Dior markets its products for high-class and high-income group with help of its
quality assurance and exclusive creations. It targets customers who are elegant
with a social distinctiveness. As its products are of premium quality it has adopted
a premium pricing policy for its products. Dior has developed a relationship based
on trust with its customers and it is these high-end customers that have helped
the company to survive and f lourish on premium prices.
Brand Value In Millions USD
10000
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
2019 2020 2021 2022
PESTEL Framework
P E S T E L
Political Economic Social Technological Environmental Legal
PESTEL Framework (Political, Economic, Social,
Technological, Environmental and Legal):
Political:
Since some new members joint into European Union, the tariff decline quite a
lot, it is a big effect to Dior’s export and import business. Expanding new
business line and opening new stores in different areas is one of Dior’s most
important strategies. It brought a lot of benefits and challenges to Dior. Reduced
price of some products to improve its competitive to other luxury brands, and
expanding its overseas plan, especially plan in Asian market.
Social:
Christian Dior has a huge range of customers, because it consist its best design
and quality, it created a fashion culture and history for itself. Dior as a label is
respected by many people.
Technological To improve competition, Christian Dior signed up a contract
with John Galliano who is one of most inf luential designer in fashion areas. It is a
big issue for Dior, and also for fashion industries. For example Dior watch
designed by John Galliano and Victoire de Castellane in 2005, it impact the trend
of Dior’s Fashion style.
Suggestions and conclusion:
Developing Dior company need to do more effective actions, it should be
considered from the main driver of market.
Dall’Olmo Riley, Lomax and Blunden (2004, P40) stated that “fast moving
consumer goods, growth, rather than defense, it is the main driver for extending
luxury brands”. Especially in nowadays, Dior gets a lot of stress under the global
financial crisis. The Economist (2003) reported because of Euro against dollar, the
expenditure of luxury goods from customers decreased dramatically.
For Dior Company, it has got a high success and respect in fashion areas, the only
thing it need to do is considering how to keep its dominant position and keep
walking in future.
