What is Dior’s marketing strategy? Unlike marketing for other brands, marketing for luxury brands — such as Dior — is focused on a specific audience. The principal value is exclusivity. This type of marketing strategy is well known to Dior, as it is one of the most influential brands in the world. So, to understand its greatness in haute couture, we will explain Dior’s marketing strategy in this post.
It’s important to highlight that this company’s marketing goes beyond clothing items associated directly with the brand. In fact, it places a significant emphasis on luxury beauty. Dior has brilliantly capitalized on this strategy, reaping tremendous rewards along the way. In fact, its Media Impact Value™ surpasses its competitors, catapulting the brand to new heights of success. The results speak volumes, showcasing the power and effectiveness of Dior’s approach.
Dior’s Marketing Strategy
Many luxury brands have launched a makeup line. This is one way to reach different consumers at an affordable price. Apart from this strategy, we will mention the most outstanding ones:
Bulk Beauty is an important Dior strategy. They’ve used the beauty app to establish relationships with different clients, and it has achieved thousands of mentions on Instagram. And in most months of each year, it has managed to stay above the competition.
However, when it comes to going digital, Dior has always been conservative. Because their demographic spreads worldwide, though, using Bulk Beauty has been immensely helpful to the brand.
Thus, the firm can retain existing buyers and attract a new Dior target audience. And what better way to do so than through print and online media?
Dior’s Digital Marketing Strategy
Using influential people in marketing is an extremely beneficial strategy when a brand has an established online presence. It’s one Dior, and many other brands, employ.
Influencer marketing is a strategy method you should seriously consider when searching for marketing strategy tips.
That is why Dior has looked for influential people in the most critical communication channels in the digital field. Influencers have followers so Dior can use a popular influencer to attract their followers and thereby gain more customers.
Just as baby boomers add more value to print, younger generations respond better to online content. So, luxury brands need to know how to handle both.
Using the power of media has been a very useful and relevant strategy for Dior throughout its history. Through different advertising campaigns for their perfumes or other products, they’ve generated profits of thousands of dollars.
For example, a Miss Dior perfume advertisement published in Shape USA, featured by the actress Natalie Portman, generated $ 354,000 USD.
This video, “MISS DIOR – The new Eau de Parfum,” has been viewed 106,488,168 times on YouTube
Examples of Dior’s Luxury Marketing Strategy
Dior has surprised us with many examples of luxury marketing strategies. Below is a breakdown of some of them.
The goal of this campaign was to make female artists stand out. Sasha Pivovarova, who started the 2018 spring-summer campaign, modeled the clothes for it with a clear message: “Why Have There Been No Great Women Artists?”
Likewise, for this runway presentation, they created a scenography called “The Tarot Garden.” It was inspired by the images of the Tarot game released in 2018.
As a result, they were able to count on quality content. Since they collected many videos and photographs of the event, the resulting clothes, makeup, and costumes got 30,897 views.
The primary goal of this 2019 autumn-winter campaign was to show various stores of the Dior brand, such as the stores in Tokyo, Hong Kong, and New York, in the best style of feminist advertising for women’s empowerment.
For this, they gathered many photographs who had done fashion covers for previous campaigns. They demonstrated a preview that showed what the autumn-winter collection would be like.
This was a show attended by several celebrities and it received positive comments from them regarding the clothing and scenery.
Capture Youth Campaign
As a part of Dior’s marketing strategy, this advertising campaign in 2018 launched the “Capture Youth” product featuring Cara Delevingne. The actress said the product supported her femininity. She stated that it strengthened her freedom as a strong and leading woman, as one who never gives up.
Capture Youth – The time is now! – Cara Delevingne | Christian Dior
The Art of the Color Campaign
“The Art of Color” campaign displayed the beautiful works of visionary beauty creator Serge Lutens, Tyen — a photographer and make-up director — and Peter Philips, Dior’s creative and image director, at an exhibition in Tokyo. As a part of Dior’s marketing strategy, the exhibition told the history of makeup and how that history was linked to the portrayal of women’s femininity.
It got 2,696 posts on Instagram and 3,313 views on YouTube.
Would You Like Us to Create the Dior Marketing Strategy for Your Brand?
As a result of Dior’s marketing strategies — and through its campaigns in recent years — the brand has gained an enormous amount of followers on various social media platforms. For instance, their Facebook page has 16,596,213 likes and 17,000,000 followers, their Instagram has 38,500,000 followers and their Twitter has 8,600,000 followers.
Marketing strategies such as the ones mentioned in this blog give brands like Dior greater reach while they continue offering exclusivity to their target audience.
Here at BluCactus, we possess the expertise to craft masterful fashion marketing strategies tailored exclusively for luxury brands. Our profound understanding of this niche realm empowers us to transcend expectations and captivate the most discerning audiences.
Are you ready to make your mark in the world of luxury brands? Reach out to us now for a complimentary consultation.
Let’s embark on a transformative journey where your brand’s allure will shine brighter than ever before!
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