Dior Omni Channel

Luxury Retail Man climb onment single(a) Assignment Luxury Brands Digital &038 OMNI Retail Strategies Decoding DIOR deoxyribonucleic acid effeminate Princess Sexy CODES Cann historic period K non &038 Oval Rose Flirtatious Francaise Avenue Montaigne unexampled Look Distri stillion dodge Dior beaut is following a multi-channel statistical distri howeverion strategy humanwide. Mainly sell products at wholesale to dealers and retailers including department stores. overly sell beauty products in blemish retail store unitedly with ready-to-wear section. Retail Presence With growth such(prenominal)(prenominal) high than the clean in its competitive market, Dior knockout continued to gain market division glob completelyy. Dior beauty achieved clear achievementes in any product categories start from perfumes for twain men and women, then befoolup, and fin wholey the skinc be segment. On-line and Digital scheme Using the web and kind media is a new trend for prodigality fire commemorates. But being groundbreaking and ambitious while being patriotic to the highlife scene is non an easy game to play. Dior sweetheart is boilers suit growing in an impressive way. With a strong support from LVMH Group, Dior dish antenna is positively developing in diverse digital channels in mature and emerging markets, through two mainstream media and some chic platforms. Although Dior knockout models a good example for high life f all(prenominal) guys in online and digital strategy, it still failed to clear the top 10 list of the digital competency of 56 beauty shufflings according to L2s annual Digital IQ Index benchmark. Can we equally feel the comparable Dior? How erectful Dior stunner convey its crack deoxyribonucleic acid and codes, culture, values, quality, craftsmanship and exclusivity on? line? Dior apricot doesnt create a totally new website which is independent from Dior. In this way state keep potencely get the whole composition active the trade name DNA. Dior sweetheart segment is divided into three concomitant parts Perfume, Makeup and Skinc be. The wel sleep with pages of these three parts be all filled with the new streamlet. Each division is puff up-organized and user friendly. People tail assembly immerse in the Dior earthly concern with products introduction, show kitchen stoves, and abundant knowhow motion-picture shows. While browsing, citizenry can excessively get advise by a unanalyzable click. novel Campaign Brand Hi stratum Products culture &038 clear solicitation name Easy to choose Direct connection with friendly media enter Cannage Personalized advice codification Oval Craftsmanship http//www. ior. com/beauty/fra/fr/the_house_of_dior/ power/th/mur_de_ nones/ power. html Various mental pictures can show heap the shuffling hi fiction, culture and value proposition. They too create an atmosphere of exclusivity and provide a guarantee of high q uality. afterward selection, clients can easily open their bear account and take the order online. Easy to order Clients recommendations The challenges It is reasonable that the Dior formalised site can victorfully convey its print DNA and exclusivity online(a)(a)(a). However, not all the customers visit the formal site to order beauty products.Most of on-line consumers still prefer shopping at mass beauty website such(prenominal)(prenominal) as Sephora, Harrods, Taobao, etc. These websites differ from each other, then how to keep the viscidness of the stake DNA with the necessity of adapting to distributors style and local culture punctuate is a huge challenge. Besides, creating a sumptuousness customer experience and also educating its customers on-line is definitely not easy to achieve. shell Harrods Even though raft browse the website of Harrods, they can also feel the brand DNA and culture of Dior Beauty. The products are segmented in the resembling way as Dior positive site. All the elbow greases and videos are consistent with Diors new promotion. illustration Taobao Taobao is the closely popular on-line shopping website in China which achieved gram billion RMB in 2012. And Dior Beauty made the Top1 in makeup sector. However, aside from few words about Diors history, seldom can people find any brand DNA or consistency. Products are presented arbitrarily with no orbit nurture or sense of lavishness. The situation in Taobao is not the totally case for Dior Beauty, almost all the opulence brands are facing with the same problem people are buying a lot, ut they have no mentation about brand story or prayer concept, what they want is save the hot item, e specific(prenominal)ly when the on-line shopping service is still unavailable at Diors positive site in China and many other countries. Therefore, it is crucial for the brand to avoid letting it be. They should try their best to furbish up up the likely cust omers. It is hard, but indispensable. If Dior Beauty can start earlier, it is to a greater extent(prenominal) than feasible to hold its atomic number 82 position in the future. Example Sephora English version of wel bang page. cut version is much more than unreserved. Explore the brand Hot itemsProducts archive New campaign Chinese version How to educate the customers? From the Sephora example we can easily find the difference. Even though they sell almost the same products, the promotion strategies are quiet different. As a salubrious-kn consume cut brand, Dior obviously doesnt need to make too many efforts to educate their mature customers. The solo when thing is to keep the viscidity with the Brand DNA. When relations with international version, they pay more attentions to the details. We can see that at that place are more cultural parts to introduce the brand history and sight background information.How to educate the customers? For the emerging market su ch as China, the website is much more well-organized. It is almost as complete as Diors authoritative site. Besides, if we take a further look, it is also interesting to see that in that location are more products introduction and hot items promotion in Chinese version. That is probably because the customers from emerging markets focus more on popular products estimable now rather than brand DNA. For example, the major ads in English and cut welcome pages are screening Dior Beautys feminine feature. However, all the pictures in front page of Chinese version are products. Overall, it takes judgment of conviction to educate capability consumers, to help them turn from product consumer to brand consumer. oddly in beauty sector, each new product from other brand in the market may attract the clients who are not stanch customers yet. With the fast development of digital system, it is hard to maintain interests of clients through only bingle way. That is why nowadays brands a re caring more about the influence of favorable media. Brand Websites &038 Content Digital Strategy favorable Media &038 Bloggers E-commerce How can Dior Beauty leverage on digital strategy to concomitant its physical stores presence?Brand Websites &038 Content As we analyzed before, the authorized site of Dior Beauty is quite impressive. The whole design is coherent with the brand DNA and culture, and tries to educate the viewers by all means. However, there are still a few things need to be improved. The cooperation between e-commerce and ex officio website is missing in some countries. People from emerging market such as China, Brazil can not buy online yet. The CRM system isnt completed. For example, in China, customer need to change their shopping credits into pose by ph sensation, and get their on-line account number by message.It is real inconvenient. E-commerce With the strong promotion from LVMH Group, Christian Dior is now becoming more and more popular in its beauty division. Dior Beauty is also following the analogous e-commerce strategy as that of LVMH. Not only is it important to control the sum of products and distribution, but furthermore it is important to control the message. As many brands pop off the sack into conversational online media, such as Facebook and Twitter, they enter into a medium of a intercourse where third parties can completely alter or trend the power of a message.Therefore, to control the message, you need to control the media. Dior MAG launched in March 2012. E-commerce While dealings with emerging markets, Dior Beauty hasnt come up with streamlined strategy yet due to the immature consumers and atypical market. In reverse, the brand doesnt want to provide recent products or executive collections to sell on-line in these markets, clients are more accomplishable to acquire faked products and terrible experience. Here one Miss Dior 50ml plus one Dior Addict 50ml cost no more than 40, and tens of curtilages of Chinese customers were set up.Example Dior Mag The online magazine lead take fans of the brand inside the alliance from the past to the present. It forget feature articles that entertain as well as inform die-hard Dior fans. The new magazine will feature higher(prenominal) resolution The brand isnt stopping images as well as there as they plan to roll out lengthier videos for iPad and iPhone versions of people to package. the magazine, for the fashionista on the go. well-disposed Media &038 Bloggers Dior has an active strategy on favorable media, and it dominates especially in Facebook and Twitter. Dior Beauty doesnt have an independent account in social media. All the activities and promotions are posted together with Dior Couture. Coherent with new campaign Social Media &038 Bloggers YouTube is becoming more noticeable in the beauty applications online ecosystem. More beauty brands are receiving upstream traffic from YouTube to their sites than in 201 1. Dior is in the top 10 YouTube channels for beauty brands ranked by video views, per the study. While ceremony the videos of new campaign, people can without delay click the link to ex officio site.Social Media &038 Bloggers They have an independent channel at YouTube to introduce products and to enhance the brand recognition. Videos are divided into different divisions, in this way customers can also be educated. Social Media &038 Bloggers As a micro- intercommunicateging platform and social networking website, Tumblr allows users to post mulmagazinedia and other contents to a short-form blog. Users can follow other users blogs, as well as make their blogs private. An analysis by AddThis of shares through their service in 2011 noted that Tumblr manduction had increased by 1299. %. Social Media &038 Bloggers The service is most popular with the puerileage and college-aged user segments with half of Tumblrs visitor base being under the age of 25. As of 2009, Tumblr had an 85% user retention rate, compared with 40% for Twitter. Therefore, Dior launched its page at Feb. 2013 to attract three-year-old generation, as well as to educate possible consumers. Social Media &038 Bloggers As a global brand, it is not enough to only focus on international social media. Some countries have their special limit on Internet and their own social media. Dior Beauty makes a lot of efforts on promoting at local social media. For example, in China, Dior formalised page at Weibo has 568,535 fans, which is more than Louis Vuitton, Chanel, and Gucci. At the most important video site Youku, Dior has more than 12 million followers. It is also one of the early brands that created its own video channel. Social Media &038 Bloggers The pages are coherent with each other, wake the consistency of the brand DNA. Social Media &038 Bloggers WeChat is growing extremely fast from materialisation generation to all, so Dior launched its public page at the beginning of 2013. However, it is not mature enough. For example, it lacks of the connection between WeChat and other social media, as well as purchasing possibility. Social Media &038 Bloggers The fast development of social media and blog totally changed the concept of luxury traditional distribution strategy from receiving information passively to create and spread contents actively. Therefore it is crucial to not only provide abundant contents, but also build economical channel to communicate with numerous potential customers in a luxury way. As we know, the biggest challenge for luxury brands is how to balance the image and business. Regard to digital strategy, that is how to lever on combined real stores as well as E, M and S commerce and technology to bedevil empowered consumers more flexibility and convenience while preserving exclusivity. Example Kaixin. com Dior is one of the soonest luxury brands that created a public page at Kaixin. com, a website whose users are largely white colla rs. When Dior Beauty launched Jadore in 2011, the public page delivered invitations to all the fans at Kaixin.Only one week, there were over 170 gram people joined the launch event of this new fragrance. Apart from honoring and share-out with friends at Kaixin, fans can also share with people at Weibo. Finally, over 840 thousand people interacted with Dior Beauty, 79% of fans opened their invitations and watched the advertisement. 37% of them divided up with their friends. Example Kaixin. com Dior Beauty continues to interact with fans at Kaixin, who are more often than not their targeted customers. after(prenominal) watching the new campaign, people can fill in their individualised information to Watch video earn samples. Cooperation with Kaixin is a great success to Dior Beauty, it encourages Diors digital Personal information strategy and satisfies the demand of high-end users at Invite friends and share Kaixin. OMNI Retail Strategy Overall Dior Beauty has construct a n efficient and wellperformed OMNI retail strategy. It remains true to its DNA &038 codes while maintaining exclusivity on-line as they do off-line. That is why Dior nowadays is getting a stronger image as well as becoming more popular. It keeps on accentuate the brand history and culture in different ways, so that potential customers can be educated and become more mature in the future. The initiative inside the brand and the strong support behind it give Dior Beauty so many opportunities to enter respective(a) social media, blogs, and e-commerce world as a pioneer. OMNI Retail Strategy Two smartphone apps, Dior MAG and Dior Addict, genuinely and strongly invite consumers to engage in a two-way discourse with Dior Beauty on various topics. The combination of all channels will give empowered consumers more flexibility and convenience to purchase. However, the leverage on brick and click still needs to be improved with more groundbreaking strategies. Conclusion The digital revolution for luxury brands is on the way. Every brand that wants to stay in the principal place needs to create an absolute shopping ecosystem and memorable experience for customers. Dior Beauty is definitely a attraction in building OMNI retail channel, especially in new social media and in emerging markets. Although so far Dior Beauty has performed well, regarding to the uncertainty and various possibilities of digital marketing in the future, it still has a lot to research and to attempt. I create so that each and every woman is the most beautiful Christian DiorDior Omni ChannelLuxury Retail Management man-to-man Assignment Luxury Brands Digital &038 OMNI Retail Strategies Decoding DIOR DNA distaff Princess Sexy CODES Cannage Knot &038 Oval Rose Flirtatious Francaise Avenue Montaigne New Look Distribution Strategy Dior Beauty is following a multi-channel distribution strategy worldwide. Mainly sell products at wholesale to dealers and retailers including d epartment stores. in like manner sell beauty products in brand retail store together with ready-to-wear section. Retail Presence With growth much higher than the average in its competitive market, Dior Beauty continued to gain market share globally. Dior beauty achieved clear successes in all product categories start from perfumes for both men and women, then makeup, and finally the skincare segment. On-line and Digital Strategy Using the web and social media is a new trend for luxury brands. But being innovative and ambitious while being sure to the luxury image is not an easy game to play. Dior Beauty is overall growing in an impressive way. With a strong support from LVMH Group, Dior Beauty is positively developing in diverse digital channels in mature and emerging markets, through both mainstream media and some chic platforms. Although Dior Beauty sets a good example for luxury brands in on-line and digital strategy, it still failed to make the top 10 list of the digital c ompetency of 56 beauty brands according to L2s annual Digital IQ Index benchmark. Can we equally feel the same Dior? How can Dior Beauty convey its brand DNA and codes, culture, values, quality, craftsmanship and exclusivity on? line? Dior Beauty doesnt create a totally new website which is independent from Dior. In this way people can potentially get the whole idea about the brand DNA. Dior Beauty segment is divided into three fact parts Perfume, Makeup and Skincare. The welcome pages of these three parts are all filled with the new campaign. Each division is well-organized and user friendly. People can immerse in the Dior world with products introduction, collection images, and abundant knowhow videos. While browsing, people can also get advise by a simple click. New Campaign Brand History Products information &038 clear collection name Easy to choose Direct connection with social media Code Cannage Personalized advice Code Oval Craftsmanship http//www. ior. com/beauty/fra/fr/ the_house_of_dior/index/th/mur_de_notes/index. html Various videos can show people the brand history, culture and value proposition. They also create an atmosphere of exclusivity and provide a guarantee of high quality. After selection, clients can easily open their own account and take the order on-line. Easy to order Clients recommendations The challenges It is reasonable that the Dior formalized site can successfully convey its brand DNA and exclusivity on-line. However, not all the customers visit the positive site to order beauty products.Most of on-line consumers still prefer shopping at mass beauty website such as Sephora, Harrods, Taobao, etc. These websites differ from each other, then how to keep the coherence of the brand DNA with the necessity of adapting to distributors style and local culture background is a huge challenge. Besides, creating a luxury customer experience and also educating its customers on-line is definitely not easy to achieve. Example Harrods Even though people browse the website of Harrods, they can also feel the brand DNA and culture of Dior Beauty. The products are segmented in the same way as Dior official site. All the campaigns and videos are consistent with Diors new promotion. Example Taobao Taobao is the most popular on-line shopping website in China which achieved atomic number 19 billion RMB in 2012. And Dior Beauty made the Top1 in makeup sector. However, by from few words about Diors history, seldom can people find any brand DNA or consistency. Products are presented randomly with no background information or sense of luxury. The situation in Taobao is not the only case for Dior Beauty, almost all the luxury brands are facing with the same problem people are buying a lot, ut they have no idea about brand story or collection concept, what they want is only the hot item, especially when the on-line shopping service is still unavailable at Diors official site in China and many other countries. Theref ore, it is crucial for the brand to avoid letting it be. They should try their best to educate the potential customers. It is hard, but indispensable. If Dior Beauty can start earlier, it is more possible to hold its leading position in the future. Example Sephora English version of welcome page. french version is much more simple. Explore the brand Hot itemsProducts chronicle New campaign Chinese version How to educate the customers? From the Sephora example we can easily find the difference. Even though they sell almost the same products, the promotion strategies are quiet different. As a well-known French brand, Dior obviously doesnt need to make too many efforts to educate their mature customers. The only thing is to keep the coherence with the Brand DNA. When dealing with international version, they pay more attentions to the details. We can see that there are more cultural parts to introduce the brand history and collection background information.How to educate the cus tomers? For the emerging market such as China, the website is much more well-organized. It is almost as complete as Diors official site. Besides, if we take a further look, it is also interesting to see that there are more products introduction and hot items promotion in Chinese version. That is probably because the customers from emerging markets focus more on popular products honorable now rather than brand DNA. For example, the major ads in English and French welcome pages are showing Dior Beautys feminine feature. However, all the pictures in front page of Chinese version are products. Overall, it takes time to educate potential consumers, to help them turn from product consumer to brand consumer. specially in beauty sector, each new product from other brand in the market may attract the clients who are not allegiant customers yet. With the fast development of digital system, it is hard to maintain interests of clients through only one way. That is why nowadays brands are caring more about the influence of social media. Brand Websites &038 Content Digital Strategy Social Media &038 Bloggers E-commerce How can Dior Beauty leverage on digital strategy to concomitant its physical stores presence?Brand Websites &038 Content As we analyzed before, the official site of Dior Beauty is quite impressive. The whole design is coherent with the brand DNA and culture, and tries to educate the viewers by all means. However, there are still a few things need to be improved. The cooperation between e-commerce and official website is missing in some countries. People from emerging market such as China, Brazil can not buy online yet. The CRM system isnt completed. For example, in China, customer need to change their shopping credits into feed by phone, and get their on-line account number by message.It is genuinely inconvenient. E-commerce With the strong promotion from LVMH Group, Christian Dior is now becoming more and more popular in its beauty division. Dior Beauty is also following the analogous e-commerce strategy as that of LVMH. Not only is it important to control the affix of products and distribution, but furthermore it is important to control the message. As many brands behave into conversational online media, such as Facebook and Twitter, they enter into a medium of a dialogue where third parties can completely alter or trim back the power of a message.Therefore, to control the message, you need to control the media. Dior MAG launched in March 2012. E-commerce While dealing with emerging markets, Dior Beauty hasnt come up with efficient strategy yet due to the immature consumers and episodic market. In reverse, the brand doesnt want to provide recent products or executive collections to sell on-line in these markets, clients are more possible to acquire faked products and terrible experience. Here one Miss Dior 50ml plus one Dior Addict 50ml cost no more than 40, and tens of thousands of Chinese customers were set up.Example Dior Mag The online magazine will take fans of the brand inside the accompany from the past to the present. It will feature articles that entertain as well as inform die-hard Dior fans. The new magazine will feature higher resolution The brand isnt stopping images as well as there as they plan to roll out lengthier videos for iPad and iPhone versions of people to share. the magazine, for the fashionista on the go. Social Media &038 Bloggers Dior has an active strategy on social media, and it dominates especially in Facebook and Twitter. Dior Beauty doesnt have an independent account in social media. All the activities and promotions are posted together with Dior Couture. Coherent with new campaign Social Media &038 Bloggers YouTube is becoming more noticeable in the beauty persistences online ecosystem. More beauty brands are receiving upstream traffic from YouTube to their sites than in 2011. Dior is in the top 10 YouTube channels for beauty brands ranked by vid eo views, per the study. While watching the videos of new campaign, people can direct click the link to official site.Social Media &038 Bloggers They have an independent channel at YouTube to introduce products and to enhance the brand recognition. Videos are divided into different divisions, in this way customers can also be educated. Social Media &038 Bloggers As a micro-blogging platform and social networking website, Tumblr allows users to post multimedia and other contents to a short-form blog. Users can follow other users blogs, as well as make their blogs private. An analysis by AddThis of shares through their service in 2011 noted that Tumblr sharing had increased by 1299. %. Social Media &038 Bloggers The service is most popular with the teen and college-aged user segments with half of Tumblrs visitor base being under the age of 25. As of 2009, Tumblr had an 85% user retention rate, compared with 40% for Twitter. Therefore, Dior launched its page at Feb. 2013 to att ract young generation, as well as to educate potential consumers. Social Media &038 Bloggers As a global brand, it is not enough to only focus on international social media. Some countries have their special limit on Internet and their own social media. Dior Beauty makes a lot of efforts on promoting at local social media. For example, in China, Dior official page at Weibo has 568,535 fans, which is more than Louis Vuitton, Chanel, and Gucci. At the most important video site Youku, Dior has more than 12 million followers. It is also one of the earliest brands that created its own video channel. Social Media &038 Bloggers The pages are coherent with each other, showing the consistency of the brand DNA. Social Media &038 Bloggers WeChat is growing extremely fast from young generation to all, so Dior launched its public page at the beginning of 2013. However, it is not mature enough. For example, it lacks of the connection between WeChat and other social media, as well as purchasi ng possibility. Social Media &038 Bloggers The fast development of social media and blog totally changed the concept of luxury traditional distribution strategy from receiving information passively to create and spread contents actively. Therefore it is crucial to not only provide abundant contents, but also build efficient channel to communicate with numerous potential customers in a luxury way. As we know, the biggest challenge for luxury brands is how to balance the image and business. Regard to digital strategy, that is how to lever on combined real stores as well as E, M and S commerce and technology to give empowered consumers more flexibility and convenience while preserving exclusivity. Example Kaixin. com Dior is one of the earliest luxury brands that created a public page at Kaixin. com, a website whose users are mostly white collars. When Dior Beauty launched Jadore in 2011, the public page delivered invitations to all the fans at Kaixin.Only one week, there were over 170 thousand people joined the launch event of this new fragrance. Apart from watching and sharing with friends at Kaixin, fans can also share with people at Weibo. Finally, over 840 thousand people interacted with Dior Beauty, 79% of fans opened their invitations and watched the advertisement. 37% of them overlap with their friends. Example Kaixin. com Dior Beauty continues to interact with fans at Kaixin, who are mostly their targeted customers. After watching the new campaign, people can fill in their personal information to Watch video earn samples. Cooperation with Kaixin is a great success to Dior Beauty, it encourages Diors digital Personal information strategy and satisfies the demand of high-end users at Invite friends and share Kaixin. OMNI Retail Strategy Overall Dior Beauty has strengthened an efficient and wellperformed OMNI retail strategy. It remains true to its DNA &038 codes while maintaining exclusivity on-line as they do off-line. That is why Dior nowaday s is getting a stronger image as well as becoming more popular. It keeps on emphasizing the brand history and culture in different ways, so that potential customers can be educated and become more mature in the future. The initiative inside the brand and the strong support behind it give Dior Beauty so many opportunities to enter various social media, blogs, and e-commerce world as a pioneer. OMNI Retail Strategy Two smartphone apps, Dior MAG and Dior Addict, truly and strongly invite consumers to engage in a two-way dialogue with Dior Beauty on various topics. The combination of all channels will give empowered consumers more flexibility and convenience to purchase. However, the leverage on brick and click still needs to be improved with more innovative strategies. Conclusion The digital revolution for luxury brands is on the way. Every brand that wants to stay in the leading place needs to create an wide shopping ecosystem and memorable experience for customers. Dior Beauty is definitely a attractor in building OMNI retail channel, especially in new social media and in emerging markets. Although so far Dior Beauty has performed well, regarding to the uncertainty and various possibilities of digital marketing in the future, it still has a lot to look for and to attempt. I create so that each and every woman is the most beautiful Christian Dior