DIOR EAU SAUVAGE: PRESS RELEASE

DIOR EAU SAUVAGE: CAMPAIGN VISUALS

 

DIOR EAU SAUVAGE: TOUCH POINT 4 - ADVERTMISEMENTS

As a touch point focussing on the UK I plan to promote the release of the fragrance on public transport around the UK. Public transport is a great way to advertise a product, especially when focussing on the London underground when no individual has an excuse to be glued to their phone - they're most definitely bound to look around and read advertisements. Below are public transport mock ups and statistic I have found when research in my touch point.

INCREASED JOURNEYS AND LENGTH

• Passenger journeys on the Tube have increased year on year from 1.04bn to 1.1bn, an increase of 5.4%. (TfL)

• According to latest Department of Transport data the average bus in the UK travels 4.4% more than in 2007.

• The average total time spent travelling in any weekday is 1hr 24mins, in London this figure rises to 1hr 56 mins, increases of 3% and 5% respectively. (Touchpoints1 &2)

ENGAEMENT

• According to TGI more people are seeing Outdoor advertising than ever before with a 3% year on year increase in the number of people seeing advertising in the past week (43.2m).

• This increase is primarily driven by transport media with an increase of 9.5% in people noticing bus advertising (30.3m) and 6.9% more people noticing advertising at rail stations (8.1m). A massive 15.4% more Londoners noticed Tube advertising in the last week (3m).

(TGI 2008 v 2007)

WELCOMED

• 87% of commuters welcome Tube advertising as it provides a welcome distraction during their journey (The London Commuter)

• 79% of consumers welcome Bus advertising. (Consumers on the Move)

HIGH-END AUDIENCE

• 77% of Tube travellers are ABC1 - considerably higher than the audience of TV, radio or roadside

• 66% of the London Bus audience are ABC1.

• 67% of people noticing advertising in rail stations are ABC1.

(TGI 2008)

ACTED ON

• 79% of commuters have been somewhere, bought something or looked something up as a direct result of Tube advertising (NFO)

• 80% of people have responded to a bus ad. (The Road to Enlightenment)

DWELL TIME

The Tube is a high dwell environment – with people waiting on average for 3 minutes on the platform. Sites such as Underground 48 Sheets have an ad recall rate that is 6 times higher than low dwell environments (Total Recall)

Inner London Dominance

• 4 out of every 5 tube journeys starts or ends in Zone 1 (Postar, TfL)

DIOR EAU SAUVAGE: TOUCHPOINT 3 - CHRISTMAS PROMOTION

I am launching Eau Sauvage 01.09.2015 where there will be a limited edition packaging offer will be running from the 1st september to the 7th september in the first week of the launch. 
Christmas is an extremely crucial time for every brand, it is the most important time of year for a brands income. To push the perfume around christmas, another touch point i will be introducing is the Limited Edition black satin tie which consumers will get free with every Eau Sauvage perfume purchase from the 1st December to the 31st (in-store and online). The reason I have chosen to design a tie is firstly because the Dior man is known for being very sophisticated, classy and elegant.Satin ties can make a gorgeous accent to a somber suit, and can look very rich, luxurious and shiny which are all elements of Dior.

DIOR EAU SAUVAGE: TOUCH POINT 2 - CELEBRITY GIFTING

As a promotion method and touch point I plan to work alongside iconic male celebrities via social media to promote the launch of Eau Sauvage. Social media is now a very important tool in which businesses are utilising to reach their target audiences. Most people in the modern age now have a smart phone with a variety of social networking apps. Famous celebrities such as the ones I have chosen are seen as inspiring for males globally which is why most of them have over 500,000 - 1,000,000 followers on their personal online platforms. If they were to tweet or instagram about the launch of Eau Sauvage then they would all reach an extremely large amount of people. The gifting will work by paying and gifting the male celebrities the Eau Sauvage fragrance, limited edition exclusive and the Eau Sauvage Christian Dior exclusive tie. The male celebrities I have chosen to gift are, Johnny Depp, Bradley Cooper, Brad Pitt, James Franco and Ryan Gosling. Their ages range from 34 to 50 - reaching the target market for Eau Sauvage perfectly. I will also be doing a 15 second instagram clip with each male celebrity, asking them what it take to be successful and the reason they love Eau Sauvage. These clips will be released week by week online starting 5 weeks before the launch (a week per each male icon) on the Dior social networking platforms and on the website. The reason I have chosen these specific males is because they are iconic classic actors much like Eau Sauvage is an iconic and classic fragrance to the fashion house Dior. 

I plan to release the limited edition Eau Savage bottle on 1st September 2015 as September is the start of the year in terms of the fashion industry. I will request for the celebrities to take pictures of their bottle and tweet/instagram about the launch and the limited edition offer and #EauSauvage. I have designed promotional adverts with the release date on for their social media channels for them to work with if they do not have time to take personal pictures. 

EXAMPLES
RYAN GOSLING
Twitter: https://twitter.com/ryangosling 1.7M followers
JAMES FRANCO 
Twitter: https://twitter.com/JamesFrancoTV 2.63M followers

DIOR EAU SAUVAGE: TOUCH POINT 1 - LIMITED EDITION

THE IDEA BEHIND THE CONCEPT


Limited editions are a great form of marketing. A succsessful limited edition will attract a high level of  interest which will be translated into consumers. Limited edition sparks excitement as most individuals are attracted to having something unique. The Limited edition Eau Savage packaging will ideally be released in september as this is the most important month for fashion, it's the beginning of the fashion calendar year. The limited edition Eau Sauvage release will only be available to buy for one week during the release 1st September - 7th September. The limited edition technique will also be reflected online through the use of product placement through celebrity gifting on social media to drive people to the website.

THE PACKAGING

The limited edition packaging will be made from black coloured wood to compliment the Neo-Tolkenism theory and the smell of the cent. Around the edges of the packging it will be trimmed with gold to link into the iconic gold colour that Dior is known for, this will also represent thread as the bottle is originally made to represent he way fabric overlays and creases. It will have a silver metal plac with “EAU SAUVAGE Christian Dior PARIS” engraved into it. Just below the plac will be “LIMITED EDITION” written in green. To accesses the fragrance you simply slide open the box. Inside the box there will be a printed platsic lineing which will have a cut out shaped like the fragrance bottle in which the fragrance will sit. The plastic will be covered in a forest print to represent the woody base of the cent.

DIOR EAU SAUVAGE: THE FRAGRANCE MARKET COMPETITORS AND RIVALS

The Fragrance market is one of the largest markets and brand expansion platforms within the fashion industry. This market produces a huge amount of income for brands e.g. Dior and allows the brand to attract a large target audience through price and placement. The fashion industry is a very fast paced yet desirable, environment therefore brands must ensure their products and promotion techniques make sure that the dream and story which they are selling to consumers is available to all audiences. There are individuals which do not have enough disposabl income to invest in the story of a brand through their luxury and couture collections however as fragrances such as Dior Eau Sauvage are prices approximately between £40-£70 they may easily be able to buy into the brand via their fragrances ultimately making the fragrance market very important.

The current value of sales has increased by 8% since 2010, which has caused a growth in sales within the fragrance economy. Beauty retailers in generl account for 42% of the fragrance sales, leaving department stores such as Selfridges to sell 19%; leaving 39% to the individual brands.

Dior made fragrance a priority in 2006 when identifying the importance of the fragrance market. Dior heavily highlight the fragrance element of their brand through various ways of promotion e.g iconic campaigns such as iconic campaigns like the J’Adore campaign (https://www.youtube.com/watch?v=OF0z5_sja_Y) . However, Dior does not only focus on the Female fragrance in 1966, Dior released Eau Savage; the men’s aftershave.To find out more about the classic fragrance Eau Sauvage by Dior I visited Selfridges on Oxford street in London to source some first hand knowledge from the perfume department regarding the fragrance and it's competitors. When you walk into the fragrance section at Selfridges, on your left you’ll find Dior and within a few yards away you’ll see Chanel. This close placing of the leading brands is no coincidence. These two brands are both couture giants in the fashion industry both originating from France leaving no surprise that Chanel is one of Dior's main rivals. 

CHANEL POUR MONSIEUR

According to Chanel this was created by Henri Robert in 1955 and was launched as 'A Gentleman's Cologne' in the UK, 'Chanel for Men' in the USA and 'Chanel Pour Monsieur' in France. In 1989 it was relaunched with the name 'Chanel Pour Monsieur' worldwide. The scent has remained unchanged since 1955.

When comparing Pour Monsieur and Eau Sauvage, the marketing and concept behind both products to me seems very similar. The perfumes are both pitched as 'classics' as they are both from a similar decade (1995 Chanel Monsieur, 1966 Eau Sauvage). They also both have a similar price range. For a 50ml bottle of Chanel Monsieur the price ranges from £50 - £70 Eau Sauvage similarly ranges from £40- £70 making the colognes very competitive in price. 

ARMARNI CODE 
The spicy scent of Armarni Code by Giorgio Armarni has been around for over six years and even survived a slight name change (the original was known as Black Code), but it too merits a moment in the spotlight. Code was Armani’s first exotic scent for men and a distinct departure from the airier Acqua di Gio. Code retains lightness by opening with a citron note, though it’s noticeably stronger middle notes of olive blossom and a smoky base of tobacco. This popular fragrance is somewhat cheaper than Eau Sauvage. You can pick up a 50ml bottle of Code for as cheap as £35 which may persuade customers to side with this fragrance rather than Dior Eau Sauvage. 

BLEU DE CHANEL
Bleu de Chanel is a permanent fixture on bestseller lists from online blogs to first hand research in stores where the fragrance is sold such as Selfridges, this mens perfume is very popular within the fragrance market. Bleu de Chanel embodies a tribute to masculine freedom, composed by Jacques Polge, the Creator of Chanel Fragrances. Described as a "timeless, powerful fragrance housed in an enigmatic blue bottle" Bleu de Chanel Eau de Parfum is  made up by an aromatic-woody fragrance with amber and musky notes. The fragrance price ranges from £40 - £70 for a 50ml - similar to the price of Eau Sauvage making the fragrances very competitive. 

1 MILLION PACO RABANNE
Flamboyant, self-confident, daring.  is an iconic male fragrance representing the power, luxury and wealth of the modern man. Paco Rabanne 1 Million is a coveted fragrance and a popular choice for men, made strong by its blend of Grapefruit, Mint and Blood Mandarin top notes, Cinnamon, Rose and Spice heart notes and base notes of Leather, Amber and Patchouli. Paco Rabanne 1 Million Eau de Toilette comes in a stylish gold bottle representing the seductive and powerful properties of precious gold. A sexy, masculine fragrance, it is an essential purchase for bold, confident men. With 1 Million being the leading mens fragrance in the UK, France and Spain and in the top five, there's no doubt this fragrance is a strong competitor to Eau Sauvage. The price for a 50ml bottle of this fragrance is cheaply priced at around the £30 mark which makes it appealing to a variety of audiences as a popular yet reasonably priced product.

LE MALE JEAN PAUL GAULTIER
Since its debut in 1995, Le Male has been a lightning rod for commentary. Le Male by Jean Paul Gaultier is a is magnetically attractive fragrance which seduces with its uniqueness. The bottle is in the shape of a male torso and packaged in what looks like a baked bean tin. This perfume is known for it's iconic bottle shape. For over 12 years, LE MALE has remained in the limelight, which is an impressive achievement as the fragrance (like 1 Million by Paco Rabanne) is one of the most popular fragrances in Europe - being one of the best selling perfumes in the UK, France, Germany, Spain and Italy. Priced very competitively the popular mens fragrance is price at just £30 for a 75ml bottle, making the product extremely attractive to customers and highly competitive to other fragrances on the market such as Eau Sauvage which ranged from £40 - £70 for a 50ml bottle.

DIOR EAU SAUVAGE: SWOT ANALYSIS

STRENGTHS
With over 60 years in the industry, I think it’s safe to say that Dior is one of the most successful and iconic brands within the entire fashion industry. Dior itself has a variety of strengths that can be explored, from their individuality and strong sense of narrative and the creation of ‘the dream’, to their amazing archive of directors from Raf Simmons to Yves Saint Laurent. Dior is a brand that has changed fashion and has been consistent with success since the very beginning in 1946. 

WEAKNESSES
Naturally, with strengths come weaknesses. Although the company is very well developed, it has only a few downfalls, due to the change of directors over the years. At some points in the history of Dior stability within the business, and the change of the personalities being injected into the brand has meant that in some cases there has been a large change in style and designs of certain pieces meaning some original customers may have been lost due to the change is designs and taste. It is important for brands to experiment and try new things but also stay true to their aesthetic and maintain consistency through collections.

OPPORTUNITIES
With decades of experience, Dior is very aware as a company on all legal, ethical and social aspects. Dior as a brand keeps up to date with all current events and changes within the industry to make sure they are always one step ahead. The Dior Harrods event in 2013 promoted the brand once again and allowed a whole range of audiences to view the garments and styles. The experiences which Dior choses to exploit are perfect opportunities for sales, and for the audiences. 

THREATS
Competition without a doubt is one of Dior’s biggest threats. With a prestigious reputation comes strong competition within the industry from the likes of brands such as Chanel. However, threats also lie with the designers, as in the short stay of the designer Bill Gaytten in 2011 for Dior, this can cause threats as it can have a lasting effect on the brand essence. 

   

DIOR EAU SAUVAGE: ETHICS, ENVIRONNENT, POLOTICS AND ECONOMICS

LEGAL

Like most industries, there are many legal factors surrounding what a brand can and cannot do, such as copy right, trademarks, advertising and taxes. Fashion Laws cover the legal entry for starting up a fashion company, and the considerations that need to be made to a brands business plan. When Dior was first founded in 1946 there was no real strict laws or codes of conduct when setting up a brand compared to the modern day where there are books, classes and tuitions that can be undertaken by the owner of the company to make sure that they are abiding by the law regarding the industry. In 1963 overlap of other companies started to take place, which lead Dior to look into protecting his work and the famous brand he created. 

Christian Dior was a very focussed and talented designer. When he had an idea he was determined to produce exactly what he wished for which is why he made sure all of his products and designs were copyrighted and trademarked. Trade marks are elements that distinguish businesses from others. Trade marks give companies individuality and USP'S. They can be anything from positioning, symbols, words, colours and shapes which are legally registered as representing a company or product. Trademarks and Copyrights are key to allow structure to a business, they lay the ground rules and the legal principles. Due to the limitations within the industry, overlapping is something that often occurs and can cause big problems for companies however this has not yet proved to be a huge problem for Dior in the last 57 years.

False Advertising is also a Law which is taken seriously within the industry. There are a number of regulations in which companies have to meet not only when advertising on a billboard or advert but also now on social media. Advertising is something that is taken seriously by Dior, as not only do they want to make sure their brand is still up keeping their reputation, but also attracting the correct target audience with the advertisements they make. 

ETHICAL

Ethics are something that is taken very seriously within the industry. There many factors which work in synergy to create the the specific message they wish to portray to their target audience. However, this can change depending on the country, or region brands are targeting. This is due to different cultures, societies and views.

Dior are adaptive to this on a European and Global level, and manage their adverts, articles and catwalks to fit a specific audience. It important for brands to be strict regarding their ethics to keep the company, audience and creators satisfied. Factors such as inequity, phrasing, models, environment and fur all need to be researched and taken seriously as brands will not want to upset their target audience and damage their aesthetic. In 1956, Dior produced a very large fur which then was considered fashionable and acceptable. However if Dior considered re-launching a fur collection, people are likely to have a very different view on fur now as they did in the 1950’s. 5 years ago there was a large discussion about the rights of fur and the ethical issues surrounding it. There are no longer any fur farms in the UK due to large debates about animal rights and ethics. Dior kept away from fur, unlike the competitors which therefore brought a lot of negative publicity upon themselves. 

TECHNOLOGY

Technology is a resource which is expanding every day, with new devices and platforms being created and released to improve the lives of individuals. Due to this fast emerging market companies have to adapt to what is new and upcoming within the industry and new technologies, to make sure they are adapting the media and ways of contacting their audiences. Dior have ventured into the new world of technology and have a well established website with interactivity and an easy working system. It is important for brands to keep a consistent aesthetic not only through products and store but also online on platforms such as, instagram, facebook, twitter, websites and apps.

Dior is an established, professional and successful brand. They have adapted to the new world of technology by creating social media platforms and different online mediums such as apps which can be accessed through a tap of a screen via smart phones. In store at Dior, large digital images are constantly being displayed with hi-res campaign imagery, showing the consumers possible outfits and ways of combining the products in store. Elements such as this have become vital within the modern world and industry as a whole. Technology has allowed brands such as Dior different ways to communicate with their customer and educate the shopper in a very different styles and indirect, subtle manners.

COMPETITORS 

Dior is one of the most iconic and influential brands within the fashion sector. Due to their prestigious reputation, it's no surprise they have a large amount of competitors. Fashion itself is an incredibly strong competitive industry; this pushes brands and designers to constantly venture into new ideas and concepts to reach and sell to their target consumer. The direction in which brands take remain the same however the way they reach it and play against each other doesn't. However with negative publicity or a bad review on a garment it can have a devastating effect on not only the company, but sales too. 

 It is no surprise that one of the main rivals in competition with Dior is Chanel; the two giants of the couture world. Being placed opposite each other in Selfridges and other departments stores, as well as being round the corner to each other in London’s busy city centre, it causes a lot of friction between the two brands. The garments tend to be different and original such as the colours, materials and designs however the chances for individuality are slim, prices between these two brands seem to be extremely competitive. For the last 4 years in a row Dior has been the most bought perfume range above Chanel, however the Chanel handbag sales have increased largely over the past 2 years, much higher than Dior. Therefore, when a large competitor is so close in the market, at times compromise is the only way around this problem, however cheapening a product for consumers may damage the prestos reputation of the brands. Dior and Chanel will  always be trying to out do each other as it is simply the industry.

ECONOMIC

Dior is iconic. With nearly 70 years experience in the fashion industry, they have become one of the most economically aware fashion companies in the business. The fashion industry in the UK alone is worth 26 billion to the economy, therefore meaning it is a very important factor within our society. For large global brands like Dior, there is a lot of money which has to be spent regarding adverts, magazine articles, as well as build boards and other publicity platforms such as social media. To make money in such a large industry, you brands have to speculate to accumulate to then increase the amount of income. 

Within the last 6 months, Dior has publicised 3 main adverts one of which includes J’adore alone cost £10,000 - £12,000 to make although this may seem expensive, the detail and direction of the advert would have gained a huge amount of publicity for Dior which would then be reflected in a large income for the business. Fashion itself is a very unstable market for someone to enter, as shops are constantly being closed down because of the competition and lack of need for that certain product. Economic values of a business can vary, meaning that money is constantly changing, increasing and decreasing. 

SOCIAL
Networking is one of the most important aspects within the fashion industry where you are a designer, director, stylist, networking and contacts are key to success. When being appointed director or creator of a global fast moving business it's important for you to know the key drivers within the industry as collaboration is the key to success  Keeping your name known by not only your target audience but other companies and competitors is essential. Dior has opened up to is the Miss Dior Exhibition which has opened in Paris; this is a prime example of publicising the brand through other means that advertising, it is an experience for the target audience to appreciate and learn more about the brand. Throughout London and other major cities there are constantly events, like late evening stores being opened, Vogue’s night out, and many different publicity events.