Dior is a French luxury fashion house that was

founded by Christian Dior in 1946. The brand is

known for its high-end clothing, handbags, shoes,
accessories, and cosmetics, and is recognized
worldwide as a symbol of luxury and elegance.
The brand's first collection, presented in 1947,
was a huge success and became known as the
"New Look" - characterized by a small waist, full
skirt, and rounded shoulders, which marked a
departure .
 Who is the tArget Audience for
DIOR?
Dior, as a luxury fashion brand, caters to a target audience that is
typically wealthy, sophisticated, and fashion-conscious. The brand's
products, including clothing, handbags, shoes, and accessories, are
designed and priced to appeal to high-end consumers who are
willing to spend a significant amount of money on fashion.
Dior's target audience includes both men and women who are
interested in luxury fashion and are willing to pay a premium price
for high-quality and stylish products
 DemogrAphics of DIOR's mArket

The brand caters to a wide range of age groups, but its primary demographic includes:

1. Women: Dior's primary target audience is women, who make up a significant portion of the brand's customer
base. The brand offers a range of products specifically designed for women, including clothing, handbags, shoes,
and cosmetics.
2. Men: Dior also caters to men, offering a range of products such as clothing, shoes, and accessories.
3. Age: While Dior has customers across all age groups, the brand is particularly popular among younger
consumers, including millennials and Gen Z. The brand's marketing campaigns often feature young models and
celebrities.
4. Income: Dior's products are priced at a premium and are targeted towards affluent consumers. The brand's
customers typically have high disposable incomes
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ABOUT DIOR
Dior is a French luxury fashion house that was founded by Christian Dior in 1946. The brand is known for its
high-end clothing, handbags, shoes, accessories, and cosmetics, and is recognized worldwide as a symbol of
luxury and elegance.

The brand's first collection, presented in 1947, was a huge success and became known as the "New Look" -
characterized by a small waist, full skirt, and rounded shoulders, which marked a departure from
DIOR's biggest competitors
 WhAt isDIOR’s Unique selling
proposition And key strAtegies?
Dior's unique selling proposition (USP) is its reputation for luxury
and sophistication, which is reflected in its high-end products and
marketing campaigns. The brand's key strategies include:

1. Product Innovation: Dior constantly innovates its products to stay

ahead of the competition and meet the changing needs of its
customers. The brand's product range includes high-quality and
stylish clothing, accessories, and cosmetics that are designed to
appeal to fashion-conscious consumers.
2. Brand Awareness: Dior invests heavily in marketing and advertising
to build brand awareness and attract new customers. The brand's
marketing campaigns often feature high-profile celebrities and
influencers, which help to create buzz and generate interest in the
brand.
3. Retail Expansion: Dior has a strong retail presence worldwide, with
flagship stores in major cities around the globe. The brand
continues to expand its retail network to reach new customers and
increase its market share.

4
 DIOR SWOT AnAlysis
Strengths
The strengths ofDIOR include its
financial position, experienced workforce,
product uniqueness & intangible assets like
brand value.
Weaknesses
The weaknesses of a brand are certain aspects of
its business which it can improve to increase its
position further. Certain weaknesses can be
defined as attributes which the company is
lacking or in which the competitors are better.
Opportunities
The opportunities for any brand can include
areas of improvement to increase its business. A
brand's opportunities can lie in geographic
expansion, product improvements, better
communication etc.
Threats
The threats for any business can be factors which
can negatively impact its business. Some factors
like increased competitor activity, changing
government policies, alternate products or
services etc. can be threats.
STRENGTHS

WEAKNESSES
OPPORTUNITIES

THREATS
 MArketing Mix
Product

DIOR product range includes apparel, bags,

shoes, accessories, and fragrances. The product
lines and categories should be tailored to their
target market and should include unique and
fashionable items. The product features and
benefits should be highlighted in all marketing
campaignsDIOR should also focus on product
packaging and design, as this can have a
significant impact on the perceived value of the
Price
DIOR pricing strategy should be tailored to their
target market and reflect the quality and
exclusivity of their products. They should also
offer discounts and promotions to attract
customers. Price elasticity should be taken into
consideration to ensure that the pricing does not
have a negative impact on sales.
Place
DIOR should focus on the
distribution channels that are most
suitable for their target market, such
as department stores and boutiques.
They should also consider having
retail locations in major cities and
having an e-commerce platform where
customers can purchase products
Promotion
DIORshould focus on advertising, public
relations, and sales promotions to reach their
target market. Advertising should focus on
highlighting the unique features and benefits of
DIOR products and should be tailored to their
target market. Public relations should also be
used to create a positive brand image. Finally,
sales promotions should be used to drive sales
MY RETAIL BRANDING
STRATERGY
 BrAnd Positioning
DIOR is positioned in the high-end luxury
market and serves fashion-conscious
consumers. The main consumer group is the
rich with high purchasing power over the age
of 25.

Value based brand positioning

-Value-based positioning has two approaches
and both are very much dependent on the
quality of the product. They use a
psychological approach which exploits the
belief that the more expensive something is,
the better it is. This increases the value in the
minds of the customer and the product is
positioned as expensive and useful and good.
Hence DIOR products should be kept at a high
rate.
Quality based brand positioning
Positioning with the help of an important
parameter like quality can be a very
challenging positioning strategy. Although it
can be combined with other strategies and
positioned easily. Every business in the market
nowadays is trying to establish quality and its
commitment to maintain it. DIOR is well known
for the quality of its perfumes so we must focus
on making it the go to for every perfume lover.
This can be done by marketing the perfume
with a certain look attached to it such as a look
of being elite and sophisticated.

Competitor based positioning

Since the competition has increased companies
are taking this strategy to demonstrate the
superiority amongst all other available
competitors in the market. This can be done by
making fun ads wherein someone who applies
Dior is seen getting into a Mercedes Benz while
someone applying DIOR can get into a Rolls
Royce.
 MerchAndising strAtegy

Dior uses a variety of promotional strategies to create brand

awareness, build customer loyalty, and drive sales. Some of
the key promotional strategies used by Dior include:

Celebrity Endorsements: Dior frequently partners with high-

profile celebrities and influencers to promote its products. The
brand has worked with a wide range of celebrities, including
actors, musicians, and models, to create buzz and generate
interest in its products.
Events and Fashion Shows: Dior organizes fashion shows and
events to showcase its latest collections and generate media
coverage. These events are typically attended by celebrities,
fashion industry insiders, and other influential individuals,
which helps to create buzz and build brand awareness.
Digital Marketing: Dior uses a variety of digital marketing
channels, including social media, email marketing, and online
advertising, to promote its products and engage with
customers. The brand's digital marketing campaigns often
feature high-quality visuals and engaging content to capture
the attention of its target audience.
In-Store Promotions: Dior uses in-store promotions and events
to attract customers to its retail locations and drive sales.
These promotions may include discounts, exclusive offers, and
other incentives to encourage customers to make a purchase.
Overall, Dior's promotional strategies are designed to reinforce
its brand image as a luxury fashion house, create excitement
around its products, and encourage customers to make a
purchase.
Traffic Building
High volume share, frequently purchased items,
high percentage of sales. This strategy focuses on
drawing consumer traffic into the store and/or
into the target category. This can be done by
displaying attractive offers or bundle/gift
hampers with fixed prices which makes
customers think it’s more cost effective to buy
items in a bundle.

Excitement Creating
Impulse, lifestyle-oriented and seasonal items.
This strategy communicates a sense of urgency or
a limited-time sensitive opportunity to the
consumer. This can be done by hosting fun
competitions such as designing the next big YSL
bag or shoe. Stores can host fun activities such as
putting together the best YSL look.

Avoid Out-of-stocks
Although out of stocks can be a good way to show
the customer that it is an in demand item, having
out of stocks often will just push the customer to
go with a competitor brand.
 Customer service And
experience
DIORhas got itself a new digital tool, a smart
and immersive application. Both a sales and
communication tool, this new point of contact
with the public should help the brand to
strengthen its ties with customers. Customers will
be able to extend the in-store experience to their
cell phones, while immersing themselves, thanks
to multiple functionalities
"With Saint Laurent's sophistication at
customers' fingertips, the app is a key aspect
of the company's multi-faceted digital
approach and an important element of
innovation," the label summarized in a
statement, citing an experience that is "both
dynamic and personalized." Easy to access
and fluid, the app is available on the App
Store and Google Play for iOS and Android
devices.

It allows users to surf between the brand's

latest news, campaigns, fashion shows, and of
course its latest collections and iconic
products.

Via a chat service, customers can directly

access a sales advisor, benefiting from
personalized advice. They can also make an
appointment to visit the store. A feature also
allows customers to collect images of their
favorite products, creating their own
inspiration board to share with their friends...
or their advisor.
Store LAyout And Design
 Inventory MAnAgement
Prioritize the inventory
We need to categorize our inventory into
priority groups that can help you understand
which items you need to order more of and
more frequently, and which are important to
YSL. Experts typically suggest segregating
your inventory into A, B and C groups. Items
in the A group are higher-ticket items that you
need fewer of. Items in the C category are
lower-cost items that turn over quickly. The B
group is what’s in between: items that are
moderately priced and move out the door
more slowly than C items but more quickly
than A items. In YSL, shoes fall into A group,
bags fall into B group and perfumes fall into C
group.

Audit the inventory

We should do a monthly audit. Make it a point
to physically count your inventory regularly to
ensure it matches up with what you think you
have.
Track all product information.
Make sure to keep records of the product
information for items in your inventory. This
information should include SKUs, barcode
data, suppliers, countries of origin and lot
numbers. You might also consider tracking the
cost of each item over time so you’re aware of
factors that may change the cost.

Track sales.
Again, this seems like a no-brainer, but it goes
beyond simply adding up sales at the end of the
day. You should understand, on a daily basis,
what items you sold and how many, and update
your inventory totals. But beyond that, you’ll
need to analyse this data.
 Pricing strAtegies
Dior's pricing strategy is based on offering high-quality, luxury
products at premium prices. The brand's products are priced at a
level that reflects the quality of the materials and craftsmanship
used in their production, as well as the brand's reputation for
exclusivity and sophistication.
Dior's pricing strategy is designed to appeal to affluent consumers
who are willing to pay a premium for high-end fashion and luxury
goods. The brand's products are positioned as aspirational items
that offer a level of exclusivity and luxury that is not available from
other brands.
Dior also uses price skimming as a pricing strategy, which involves
setting a high initial price for a new product and then gradually
lowering the price over time. This strategy is often used to
generate early sales and maximize revenue from early adopters,
before gradually making the product more accessible to a wider
range of customers.
Overall, Dior's pricing strategy is a reflection of its brand image as a
high-end luxury fashion
 Promotional strategies
Dior uses a variety of promotional strategies to create brand
awareness, build customer loyalty, and drive sales. Some of the key
promotional strategies used by Dior include:

. Celebrity Endorsements: Dior frequently partners with high-profile

celebrities and influencers to promote its products. The brand has
worked with a wide range of celebrities, including actors, musicians,
and models, to create buzz and generate interest in its products.
. Events and Fashion Shows: Dior organizes fashion shows and events
to showcase its latest collections and generate media coverage. These
events are typically attended by celebrities, fashion industry insiders,
and other influential individuals, which helps to create buzz and build
brand awareness.
. Digital Marketing: Dior uses a variety of digital marketing channels,
including social media, email marketing, and online advertising, to
promote its products and engage with customers. The brand's digital
marketing campaigns often feature high-quality visuals and engaging
content to capture the attention of its target audience.
. In-Store Promotions: Dior uses in-store promotions and events to
attract customers to its retail locations and drive sales. These
promotions may include discounts, exclusive offers, and other
incentives to encourage customers to make a purchase.
Overall, Dior's promotional strategies are designed to reinforce its
brand image as a luxury fashion house, create excitement around its
products, and encourage customers to make a purchase.
Regenerate response
s
 RetAil StrAtegy PlAn
1) After establishing the position of the
brand in the market, we can note that
DIORsells to the elite and the people who
want to have an elite image in society.
We can use this to market to the
demographic by giving out DIORgift
cards or discount coupons in upper
class areas and malls.

2) DIORcan also advertise relatively

affordable products such as makeup and
perfumes on digital and print media. Their
more expensive items can be advertised in
high fashion magazines and billboards in
high income areas.

3) DIORglobal revenue in the year 2022 was

3.3 billion euros. Their marketing and
advertising budget can be 100 million
euros.
4) DIORindividual stores should focus more
on customer experience and satisfaction as
they would certainly want repeat and loyal
customers. They should make sure that
customers get the whole high class
consumer experience when they visit a YSL
store. This could also involve offering good
quality snacks and beverages. Budget for
this would be around 1000-1500 euros a
month.

5) DIORshould also track their

repeat clientele and send them gift cards
or offer emails a few times a year. This
would give the consumer a feeling of
being valued and at the same time
encouraging the sale of products.

6) DIORstores should start giving

complementary perfumes or makeup
whenever an expensive item such as bags
and shoes are purchased. This gives the
customer a sample of the quality of
products and service that YSL has to offer
and increase sales.
7) DIOR stores should also have
private showings to their VVIP
customers. They are more personal and
the agent or seller has a better
understanding of their needs which
will lead to recommendations tailored
to their needs and increase sales of high
end products.

8) Loyalty cards have become very

popular nowadays. Points can be
accumulated on every purchase made at
a DIORstore. Attractive gifts and prizes
such as vacations and a huge discount on
certain products can be made available
to a few constant customers. This gives
them a feeling of being valued and
increases their loyalty towards the
brand. This budget can be about 1 million
euros.

9) DIORstores are extremely limited

which gives it a feeling of exclusivity.
There are 57 stores in Western
Europe and 23 stores in the rest of
the world. These stores are really high
end and glamorous.
 Conclusion
Keeping all the above points in mind,
every store or business should work
towards gaining a cult of customers.
Businesses are nothing without
customers, no matter how good your
product is or how good the location you
set up your store is. It is extremely
important for stores to provide the full
customer experience and not just
customer satisfaction. Conducting fun
activities or sending thoughtful emails
out to your clients can really make a
difference in your sales. Catering to
your clientele is key to running a
successful retail business. Clients are
the backbone of a successful business.
ABHIJEET GAUTAM
88012020019