The Marketing Mix of Dior tells the 4Ps (Product, Price, Place, and Promotion) of the French multinational luxury fashion house – Dior!
Dior, a luxury fashion brand, has developed a marketing mix framework that enables the company to connect with high-end customers and gain a competitive advantage in the luxury market.
The focus of Dior’s marketing strategy is on identifying the target audience, understanding consumer behavior, and reaching business objectives through product strategy, offline and online retailing, distribution channels, pricing strategy, social media marketing, physical evidence, and promotion mix.
As a status symbol with premium prices, the Dior label is revered by the upper-class section of society. The goal of Dior’s marketing strategy and marketing mix analysis is to position the brand as a prominent fashion house in the luxury market.
The luxury brand Christian Dior, headed by Bernard Arnault, operates under several divisions like Christian Dior Couture, Dior Homme, and Parfums Christian Dior.
Its products include cosmetics, clothing, fashion accessories, spirits, perfumes, jewelry, wines, and watches. Delphine Arnault was named the CEO of Christian Dior Couture in February 2023.
Let’s start with Dior’s Marketing Mix to learn more about their product, price, promotion, and distribution approaches.
Product in Marketing Mix of Dior
Christian Dior, a renowned luxury brand, holds a prominent position in the world of fashion, offering a diverse range of products in apparel, accessories, cosmetics, and more. With a focus on catering to the styling needs of the high-class segment, Dior’s marketing mix encompasses three broad categories: Men, Women, and Children, while maintaining its reputation as a producer of ‘Haute-couture’.
Within these categories, Dior presents a captivating ready-to-wear clothing line that includes an array of options such as dresses, skirts, jackets & coats, blouses & t-shirts, as well as an extensive selection of shoes, bags, costume jewelry, sunglasses, and other accessories.
Moreover, Dior satisfies the cosmetic desires of its customers by offering a wide range of makeup items, including foundations, powders, liners, lipsticks, and manicure products for the face, eyes, lips, and nails.
As one of the leading luxury brands globally, Dior designs manufactures and sells a diverse range of products, including clothing, jewelry, menswear, accessories, perfumes, wines, and cosmetics. The company’s marketing strategy revolves around delivering high-quality products to ensure customer satisfaction and engagement.
Dior’s product offerings encompass women’s and men’s fashion and accessories, fragrances, and beauty products. In terms of ready-to-wear, Dior’s marketing strategy focuses on an extensive range of clothing items such as jackets, coats, dresses, skirts, shirts, denim, swimsuits, and pants.
The brand’s collection of bags includes tote bags, mini bags, handbags, and travel bags, with the iconic Lady Dior leather handbag gaining immense popularity due to its association with the late Princess Diana.
Dior’s marketing strategy also encompasses footwear, with a diverse range of options such as sneakers, boots, slides, sandals, pumps, loafers, and flats. In the realm of fashion jewelry, Dior offers an exquisite selection of rings, earrings, necklaces, bracelets, and brooches. Additionally, Dior caters to accessory needs with belts, sunglasses, hats, gloves, scarves, stoles, and shawls.
The brand’s leather goods segment includes wallets on a chain, pouches, wallets, card holders, phone cases, and small accessories. Furthermore, Dior excels in skin care products, providing anti-aging serums, skin perfectors, cleansers, and shower gels.
Dior’s comprehensive product range, combined with its meticulous marketing strategy, ensures a captivating fashion experience for customers seeking luxury and sophistication.
Price in Marketing Mix of Dior
The global presence of the Dior brand is evident, with a significant share of revenues coming from various regions. Approximately 7% of the total revenues are derived from Japan, while 35% originate from other Asian countries. France accounts for nearly 6% of revenues, and other European countries contribute 15%.
The United States market generates a substantial 26% of revenues, while the remaining 11% is sourced from markets in the Gulf and Middle-East countries, South America, and South Africa, among others.
In line with its marketing mix, Dior ensures that its product prices reflect the perceived value of luxury items in the market. Despite facing fierce competition from other luxury brands like Chanel and Prada, Dior maintains premium prices for all its products rather than adopting competitive pricing strategies.
Dior’s pricing strategy revolves around a premium pricing policy, considering the brand’s high-end positioning in the market. The company firmly believes in this strategy, remaining confident in customer loyalty and understanding that its clientele, predominantly from high social backgrounds, place less emphasis on product price due to the exclusivity and quality associated with the brand.
Place in Marketing Mix of Dior
Christian Dior, the leading beauty brand, has successfully expanded its product presence to over 200 locations worldwide, including South America, the Middle East, Japan, and the UK, through a combination of 210 physical Dior stores and online retail platforms.
The brand’s journey began in 1946 in Paris and took a global leap with the opening of a retail shop in New York City in 1948. Subsequently, strategic store openings in key locations such as London, Beijing, Tokyo, and Hong Kong further enhanced accessibility for customers seeking Dior products.
The Dior marketing strategy propelled the company to new heights by introducing new segments to its product lineup. In 2001, Dior Homme, the menswear segment, was launched under the creative direction of Hedi Slimane.
Christian Dior Cosmetics focuses on skincare and beauty products, while Parfums Christian Dior specializes in perfumery. In 2018, Dior Homme underwent a rebranding as Dior Men under the direction of Kim Jones.
Dior’s place and distribution strategy aligns seamlessly with its product and pricing policies, characterized by exclusivity. The marketing mix framework ensures that the company exclusively sells its products through brand-owned retail stores and online platforms.
Christian Dior SE has partnered with third-party websites to establish authorized Dior online stores, ensuring the sale of licensed products by trusted retailers.
Dior’s commitment to direct sales of quality products is exemplified through its opulent retail stores, which exude a sense of social distinctiveness. These stores create an inviting atmosphere that entices high-end customers, particularly women, to indulge in the renowned fashion house’s offerings. Professional and personalized services are provided by a trained and capable workforce, available to customers through prior appointments.
Dior explored the direct-to-consumer sales approach by offering WeChat users the opportunity to purchase limited-edition Dior handbags through the WeChat app. This initiative served as a testing ground for Dior’s direct-to-consumer sales options.
Through a combination of physical stores, online platforms, and innovative sales approaches, Dior’s place and distribution strategy effectively cater to the needs and preferences of its discerning customer base.
Promotion in Marketing Mix of Dior
Christian Dior has effectively utilized promotional tools to enhance its brand image and visibility within the luxury industry. To reward customer loyalty, the brand employs email and postal mail campaigns to provide regular customers with exclusive access to the latest collections and important news.
Additionally, select customers are invited to pre-sales events, enabling them to preview offerings ahead of others and make their choices.
The promotional tools employed by this top luxury brand encompass various strategies:
Social Media Marketing
Recognizing the power of social media, Dior leverages social media marketing to its advantage. In 2018, the brand launched a reality filter on Facebook to promote Dior sunglasses. Social media platforms, including Instagram, feature celebrity influencers and classic campaigns, featuring numerous images of models associated with the brand.
Christian Dior has consistently utilized print media as a platform to showcase the brand and its product offerings. Elite magazines such as Vogue feature photos of celebrities wearing Dior and showcasing the latest collections. Billboards are also used strategically to promote the brand and its offerings.
Celebrities and Brand Ambassadors
Dior’s marketing strategy has long emphasized the significance of dressing celebrities, engaging brand ambassadors, and establishing associations with stars. From the early days, the brand dressed icons like Marlene Dietrich, Margot Fonteyn, and Rita Hayworth. Princess Diana famously carried the “Lady Dior” handbag and wore John Galliano’s couture. Dior continues to collaborate with celebrity ambassadors such as Carla Bruni, Sharon Stone, Rihanna, Natalie Portman, Johnny Depp, and Robert Pattinson.
Miss Dior and Dior Secret Garden Campaigns
Natalie Portman’s Miss Dior campaign featured a captivating photo series and commercial set against the backdrop of romantic Paris. The Dior Secret Garden III campaign, starring Fei Fei, Daria, and Katlin, became a highly successful campaign during its time.
On the other hand, the Christian Dior brand takes a unique approach to its marketing mix. Rather than relying on traditional media such as newspaper or TV advertisements, the brand selectively publishes ads through channels such as Vogue magazine, which caters to its target segment.
The brand places significant emphasis on customer relationship management, leveraging email and postal communication to provide loyal customers with the latest product news.
Celebrity endorsements and public usage of Dior products also contribute to the brand’s visibility.
The Christian Dior website serves as an informative platform, offering details about the products and points of purchase. Sales promotion activities are not undertaken as part of the Christian Dior marketing mix.
I hope you have gathered all the crucial information about the Marketing Mix of Dior and the 4 P’s of Dior. Stay tuned for more Marketing Mix Articles.