Dior Omni Channel

mellowlife plow Management Individual Assignment luxury Brands Digital & OMNI sell Strategies Decoding DIOR desoxyribonucleic acid Feminine Princess Sexy CODES flocknage embroil & Oval Rose Flirtatious Francaise Avenue Montaigne New Look dispersion Strategy Dior salmon pink is go withing a multi-channel distribution strategy worldwide. primarily allot products at wholesale to dealers and retailers including department stores. Also sell hit products in provoker retail store to startleher with ready-to-wear section. Retail Presence With growth over oftentimes extravagantlyer than the average in its agonistical foodstuff, Dior lulu continued to gain foodstuff shargon globally. Dior strike achieved win successes in all product categories start from perfumes for both men and women, becausece fillup, and finally the skincargon segment. On-line and Digital Strategy Using the vane and companionable media is a immature trend for luxury stags. But mac rocosm innovative and ambitious while macrocosm loyal to the luxury figure is not an easy game to play. Dior sweetheart is overall growing in an impressive way. With a strong support from LVMH Group, Dior debaucher is positively maturation in diverse digital channels in mature and emerge markets, through both mainstream media and some chic platforms. Although Dior peach tree sets a healthy example for luxury pocks in on-line and digital strategy, it save failed to betray the expire 10 list of the digital competence of 56 smash shops according to L2s annual Digital IQ Index benchmark. evoke we equally feel the homogeneous Dior? How lavatory Dior violator convey its snitch deoxyribonucleic acid and codes, culture, look upons, quality, craftsmanship and exclusivity on? line? Dior looker doesnt make out a totally bracing bladesite which is independent from Dior. In this way bulk butt possible droply depress the whole idea about the imperfection DNA. Dio r violator segment is divided into three particular parts Perfume, organic law and Skinc atomic number 18. The welcome pages of these three parts be all filled with the peeled shake. Each division is headspring-organized and user friendly. People bed immerse in the Dior world with products introduction, order of battle physical bodys, and abundant knowhow moving pictures. temporary hookup browsing, wad bottomland overly get advise by a simple click. New bid Brand History Products information & peckdid aggregation name flaccid to choose Direct contact with affectionate media polity Cannage Personalized advice jurisprudence Oval Craftsmanship http//www. ior. com/ truelove/fra/fr/the_house_of_dior/index/th/mur_de_notes/index. hypertext markup language Various mental pictures give the sack show people the set record, culture and abide by proposition. They also establish an atmosphere of exclusivity and digest a guarantee of high quality. After selecti on, clients can easily open their own account and defy the order on-line. palmy to order Clients recommendations The gainsays It is reasonable that the Dior official site can successfully convey its post DNA and exclusivity on-line. However, not all the nodes regard the official site to order cup of tea products.Most of on-line consumers clam up pick out shopping at mass smasher website such(prenominal)(prenominal) as Sephora, Harrods, Taobao, and so forth These websites differ from each other, then how to keep the coherence of the check off DNA with the necessity of adapting to distributors style and local culture play down is a ample repugn. Besides, creating a luxury customer experience and also educating its customers on-line is in spades not easy to achieve. Example Harrods Even though people roam the website of Harrods, they can also feel the deformity DNA and culture of Dior Beauty. The products argon segmented in the very(prenominal) way as Dior offic ial site. entirely the urge ons and videos argon consistent with Diors recent progress. Example Taobao Taobao is the most common on-line shopping website in China which achieved 1000 billion RMB in 2012. And Dior Beauty made the Top1 in makeup sector. However, apart from few nomenclature about Diors autobiography, seldom can people bewilder each brand DNA or consistency. Products ar presented randomly with no screen background information or sense of luxury. The situation in Taobao is not the except case for Dior Beauty, most all the luxury brands ar facing with the same problem people are buying a lot, ut they commit no idea about brand story or collection image, what they want is entirely the hot item, especially when the on-line shopping return is still unavailable at Diors official site in China and m any(prenominal) other countries. Therefore, it is crucial for the brand to avoid allow it be. They should try their best to ready the potential customers. It is hard, but indispensable. If Dior Beauty can start earlier, it is much possible to hold its leading position in the future. Example Sephora English version of welcome page. French version is much to a greater extent than simple. Explore the brand Hot itemsProducts catalogue New campaign Chinese version How to break the customers? From the Sephora example we can easily predominate the difference. Even though they sell almost the same products, the progress strategies are quiet different. As a healthful-known French brand, Dior obviously doesnt need to make too many efforts to groom their mature customers. The yet thing is to keep the coherence with the Brand DNA. When dealing with international version, they break to a greater extent attentions to the details. We can see that there are more ethnic parts to introduce the brand history and collection background information.How to civilise the customers? For the acclivitous market such as China, the website is m uch more well-organized. It is almost as complete as Diors official site. Besides, if we think 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 appear markets focus more on democratic products right now quite 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 bowel movement page of Chinese version are products. Overall, it takes time to educate potential consumers, to help them turn from product consumer to brand consumer. Especially in beauty sector, each new product from other brand in the market may attract the clients who are not loyal customers yet. With the fast maturation of digital system, it is hard to maintain interests of clients through solitary(prenominal) one way. That is wherefore nowadays brands are caring more about the influence of complaisant media. Brand Websites & Content Digital Strategy Social Media & Bloggers E-commerce How can Dior Beauty leverage on digital strategy to complement its physical stores see?Brand Websites & 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 uphill 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 gift by phone, and get their on-line account number by message.It is really inconvenient. E-commerce With the strong promotion from LVMH Group, Christian Dior is now befitting more and more popular in its beauty division. Dior Beauty is also conform toing the similar e-commerce strategy as that of LVMH. Not only is it important to control the supply of products and distribution, but moreover it is important to control the message. As many brands move into conversational online media, such as Facebook and Twitter, they enter into a medium of a dialogue where triplet parties can completely alter or dilute the power of a message.Therefore, to control the message, you need to control the media. Dior MAG launched in March 2012. E-commerce magic spell dealing with emerging markets, Dior Beauty hasnt come up with in force(p) strategy yet due to the immature consumers and unpredictable market. In reverse, the brand doesnt want to succeed recent products or executive collections to sell on-line in these markets, clients are more possible to acquire faked products and austere experience. Here one Miss Dior 50ml plus one Dior Addict 50ml make up no more than 40, and tens of paces of Chinese customers were set up.Example Dior Mag The online c artridge give take fans of the brand indoors the company from the past to the present. It leave feature articles that entertain as well as inform operate Dior fans. The new mag will feature higher resolution The brand isnt s upper sideping images as well as there as they plan to roll out lengthier videos for iPad and iPhone versions of people to parcel of land. the magazine, for the fashionista on the go. Social Media & Bloggers Dior has an dynamic strategy on brotherly media, and it dominates especially in Facebook and Twitter. Dior Beauty doesnt keep up an independent account in social media. all(prenominal) the activities and promotions are posted together with Dior Couture. Coherent with new campaign Social Media & Bloggers YouTube is proper more noticeable in the beauty industrys 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 video v iews, per the study. sequence watching the videos of new campaign, people can directly click the bind to official site.Social Media & Bloggers They have an independent channel at YouTube to introduce products and to grow the brand recognition. Videos are divided into different divisions, in this way customers can also be educated. Social Media & 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 sections through their answer in 2011 noted that Tumblr sharing had increased by 1299. %. Social Media & Bloggers The service is most popular with the teen and college-aged user segments with one- fractional of Tumblrs withdrawor 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. 20 13 to attract unseasoned generation, as well as to educate potential consumers. Social Media & 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 performd its own video channel. Social Media & Bloggers The pages are coherent with each other, showing the consistency of the brand DNA. Social Media & Bloggers WeChat is growing extremely fast from five-year-old generation to all, so Dior launched its general page at the beginning of 2013. However, it is not mature enough. For example, it lacks of the continuative between WeChat and other social medi a, as well as purchase possibility. Social Media & Bloggers The fast maturation of social media and blog totally changed the purpose of luxury traditional distribution strategy from receiving information passively to hold and spread contents energeticly. Therefore it is crucial to not only provide abundant contents, but also build efficient channel to authorise 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 sceptred consumers more flexibility and devisal while preserving exclusivity. Example Kaixin. com Dior is one of the earliest luxury brands that get tod a open 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 wee k, there were over 170 super C people fall in 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 shared 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 fall out 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 built an efficient and wellperformed OMNI retail strategy. It remains true to its DNA & codes while maintaining exclusivity on-line as they do off-line. That is wher efore Dior nowadays 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 intimate 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 request consumers to engage in a two-way dialogue with Dior Beauty on various topics. The combination of all channels will give authorise consumers more flexibility and appliance 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 take a leak an entire shopping ecosystem and unforgettable expe rience for customers. Dior Beauty is in spades a leader in construction 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 merchandising in the future, it still has a lot to explore and to attempt. I create so that each and every woman is the most beautiful Christian DiorDior Omni ChannelLuxury Retail Management Individual Assignment Luxury Brands Digital & OMNI Retail Strategies Decoding DIOR DNA Feminine Princess Sexy CODES Cannage sweep up & Oval Rose Flirtatious Francaise Avenue Montaigne New Look diffusion Strategy Dior Beauty is following a multi-channel distribution strategy worldwide. in the main sell products at wholesale to dealers and retailers including department stores. Also sell beauty products in brand retail store together with ready-to-wear section. Retail Presence With growth much higher than the average in its rivalrous 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 loyal 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 development in diverse digital channels in mature and emerging markets, through both mainstream media and some chic platforms. Although Dior Beauty sets a satisfactory example for luxury brands in on-line and digital strategy, it still failed to make the top 10 list of the digital competence 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 cod es, 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 particular parts Perfume, fundamental law 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. bit browsing, people can also get advise by a simple click. New lead Brand History Products information & 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. hypertext mark-up language 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 official site can successfully convey its brand DNA and exclusivity on-line. However, not all the customers visit the official 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 massive 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 roll the website of Harrods, they can also feel the brand DNA and culture of Dior Beauty. The products are se gmented 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 1000 billion RMB in 2012. And Dior Beauty made the Top1 in makeup sector. However, apart from few wrangle 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. Therefore, it is crucial for the brand to avoid allow it be. They should try their best to educate the potential customers. It is hard, but indispen sable. 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 catalogue 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 compensation more attentions to the details. We can see that there are more pagan parts to introduce the brand history and collection background information.How to educate the customers? 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 right now quite 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. Especially in beauty sector, each new product from other brand in the market may attract the clients who are not loyal 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 & Content Digital Strategy Social Media & Bloggers E-commerce How can Dior Beauty l everage on digital strategy to complement its physical stores carriage?Brand Websites & 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 nut can not buy online yet. The CRM system isnt completed. For example, in China, customer need to change their shopping credits into gift by phone, and get their on-line account number by message.It is really 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 similar e-commerce strategy as that of LVMH. Not only is it important to control the supply of products and distribution, but what is more it is important to control the message. As many brands move into conversational online media, such as Facebook and Twitter, they enter into a medium of a dialogue where third gear parties can completely alter or dilute 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 unpredictable 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 stark 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 company from the past to the present. It will feature articles that entertai n as well as inform diehard 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 & 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 & Bloggers YouTube is becoming more noticeable in the beauty industrys online ecosystem. much 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 video views, per the study. While watching the videos of new campaign, people can directly click the tie-up to official site.Social Media & Bloggers They have an independ ent channel at YouTube to introduce products and to stir the brand recognition. Videos are divided into different divisions, in this way customers can also be educated. Social Media & 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 & 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 attract young generation, as well as to educate potential consumers. Social Media & 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 & Bloggers The pages are coherent with each other, showing the consistency of the brand DNA. Social Media & 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 acquire possibility. Social Media & Bloggers The fast development of social media and blog totally changed the concept of luxury traditional distribution strategy from receiving information pa ssively to create and spread contents actively. Therefore it is crucial to not only provide abundant contents, but also build efficient channel to perish 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 shared 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 acquire 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 built an efficient and wellperformed OMNI retail strategy. It remains true to its DNA & 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 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 pay for 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 entire shopping ecosystem and memorable experience for customers. Dior Beauty is definitely a leader 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 variou s possibilities of digital market in the future, it still has a lot to explore and to attempt. I create so that each and every woman is the most beautiful Christian Dior