Last week, the House of Dior celebrated the opening of the Miss Dior exhibition in Beijing. (I am looking forward to see the exhibition in London as soon as possible!)
The first thing that I thought about this announcement on Dior official Instaram account is Dior has already realised the significant potential of Chinese consumers! China is a significant market for luxury both manufacturing production and sales. Do you think that have Dior just realised the potential of Chinese consumers in Miss Dior case? I don’t think so!
I really wonder about “Miss Dior” market positioning in London. I went to Harrods to see more about the retailing and explore the consumer profile of Miss Dior in London. As you know, London is a great hub and touristic location for luxury brands’ consumers. London’s luxury goods market is so atttractive for the tourists from around the world. Moreover, according to Luxury Society:
“Luxury shoppers from mainland China and Hong Kong account for about 30% of the luxury goods market in Britain, followed by Russians, Arabs and Japanese.”
So, I think that, the luxury brands which has heritage, global recognition, reputation based on high quality like Dior consider about the changing consumer profile of the 21th century.
I falled in love with lace-tied Miss Dior!
As a lace lover, I am so happy to see the lace-tied container of Miss Dior! Hurry up! Because there are only 36 lace-tied Miss Dior in London and I have learned that these lace ties are coming from the Natalie Portman’s haute couture floral lace dress which she wore for Miss Dior advertising campaign. Also, the handwritten typology, soft colours, geometric shaped and no-traditional logo style and tacticle textures- lace tie- was on container proofs that Dior is following the emerging package design trends of 2015.
Let me remind you the dress below which used by Miss Dior official Instagram account to promote the Miss Dior advertising campaign and the video here.
What is on 5th floor in Harrods?
When you visit the 5th floor of Harrods, you will see a bright hall with elegant department stores based on experiential marketing methods considering to create an emotional and rational response for consumers.
I visited Dior fragrance department store for execlusive customers on 5th floor and my first impression was “it is not only a department, it stands for proofing the heritage of the brand!” As you could see on the photo on left, there was a consultancy table for clients who is willing the discover the all notes of the fragrance of Dior. It was a great chance for me to discover how luxury brands are educating their costumers. As you guess, I jumped at the offer of the sales assistant to smell and the discover the scent of Miss Dior! To be honest, I really felt that “I am an exclusive client of Dior” when I set just in front of the table!
I think Miss Dior definitely recovers the top fragrance trends for 2015 which are niche fragrances, fragnance personalisation and novel retail experience. Providing the niche scents, Dior makes its clients to live personal and emotional experience. Giving services in three catagories called “bridal consultancy”, “personal consultancy” and “discovering the main scants”, Dior departmant store attracts the customers!
Yes, It was Musk!
Smelling Miss Dior make me feel like “My soul is free like the runaway bride in Miss Dior Commercial!”. The top notes was fresh and fruity, heart notes was patchouli and the base notes was rose and musk! Yes! Musk! The mystery was solved! It was a another proof that Dior really consider about its new consumer profile! The musk stands for attracting Arabians who are still looking for their traditional scent in European form, for Far East consumers who is willing the discover the new scents of Europe!
Lace it up!