Dior Exclusive 3D Collection

THE EXCLUSIVE 3D - COLLECTION

This project talks about the oppor-tunity to improve the luxury fashi-on brand Christian Dior by colla-borating with newest technological innovations that will enhance brand experience. This project focuses on the creation of unique fashion de-signs and storytelling using the ne-west technology of 3D-printing. The brand will create unique 3-D fashi-on designs that will be featured in their exclusive 3-D collection with limited pieces. This collection will be communicated through an Edi-torial that will capture the look and

feel of the “dream-like” collection. A Lookbook will be created to show the garments more closely which will be targeted to profes-sionals. The entire collection will be communicated through the internet with a creative websi-te featuring the inspiration of this project. The entire project aims to deliver a unique experience and represent the brand as innovati-ve, keeping up with trends and al-ways wanting to create something special for their customers.

INDEX

1.RESEARCH

4.MINITSITE2.EDITORIAL

3.CATALOGUE

1RESEARCH

1905January 21st, Christian

Dior is born in Granville, Normandy, in France.

1938Christian Dior starts wor-

king with the designer Piquet

1939One of the first Dior dres-ses was designed and worn

to the Circus Ball

1942Dior joins the fashi-

on house Lucien Lelong

1946Christian Dior SA was

founded and financed by Marcel Boussac

1947 Launch of first Collection “The New Look”, it was an

immediate success

1955Yves Saint Laurent was introduced to Dior and

was hired.

1957Christian Dior dies after a heart attack. YSL becomes

head designer.

HISTORY OF DIORCorporate ProfileThe luxury fashion retailer Dior was founded by the French desig-ner Christian Dior in 1946. Dior launched his first collection in 1947, it went down fashion history as the “New Look”. The fashion house was founded on a foundation of fantasy, femininity and innovation.

1960YSL leaves Dior to start his

own fashion house, he is replaced my Marc Bohan

1967Launch of the new line

“Baby Dior”

1970Launch of the men’s line

“Christian Dior Monsieur”

1978The Willot Brothers buy

Christian Dior SA

1984Bernard Arnault becomes the

owner of Christian Dior

1990Dior becomes part of

LVMH group

1996John Galliano becomes

Artistic Director of Christian Dior Couture

1999Launch of Jewelry division by

Victoire de Castellane

2005Celebration of Dior’s

100 Birthday, launch of “Dior Homme”

2012Raf Simons becomes new artistic Director of Dior

MARKET POSITIONThe company designs and retails luxu-ry products such as ready-to-wear, fas-hion accessories, footwear, fragrances, make-up while maintaining the tradi-tion of haute-couture with Christian Dior Couture since 1995. The label operates mainly in the women’s offe-rings but also offers a Men’s division with Dior Homme and children’s wear with the Baby Dior Label. The brand heritage and identity promotes elegan-ce, femininity and glamour which is communicated from the 1940s until now. Dior is known for its high-end fabrics such as silk and beautiful emb-roidered products.

The main competitors of the brand include luxury fashion houses such as Chanel, Yves Saint Laurent, Gucci, Prada, Louis Vuitton and Versace. These brands share qualities such as brand recognition and the reliance of the traditions. They also share the same price-point, consumer based distribution channels and similar pro-duct divisions ranging from fashion, fragrances to beauty products. For these reasons the brands are strong competitors with Dior and saturate the market.

The fashion house Dior has exploded sin-ce its beginning after World War 2. Dior provides extensive options to the custo-mers however so do the competitors. The brand must move forward in the luxury fashion market in order to stand out to their knowledgeable consumers. In todays economic environment consumption becomes global and lu-xury brands like Dior shift from pro-duct oriented brands to service and experience. Dior must provide quality experiences to become one of the lea-ding luxury fashion retailers. It is even more vital to offer unique experiences that will remain in the minds of consu-mers and remind them of the brand. Dior can benefit from adopting newest

trends such as future technologies into fashion collaborations in order to cap-ture the attention of the oversaturated consumer. This is a great opportunity for the brand to create something new that has been never done before. It will communicate new beginnings and shows that the brand uses new techniques as an opportunity to evolve in the market. The goal of this strategy is to get exis-ting customers of Dior more enga-ged with the brand and offer them a unique experience that will support the brand loyalty and increases pro-duct sales. The other goal is to attract new customers by increasing the at-tractiveness of Dior through customer experience linked with innovation.

CURRENT SITUATION

COMMUNICATION BACKGROUNDDior has always used a variety of printed advertising as part of their communica-tion strategy, these print ads usually get featured in the top fashion magazines such as Vogue, Marie Claire and Har-pers Bazaar. Often these ads focus on the product itself instead of the brand, the handbag is often the main focus of the advertisement. The advertisements are very sophisticated and elegant and

often appearing the “muse” of the brand or a celebrity brand endorser. The logo of the brand appears in every adverti-sement in a simple way expressing the power of the French luxury brand. The advertisement clearly communicate the values of the brand while adding a “dream” touch to them which commu-nicates the brand itself and its heritage.

Advertising

Dior uses several approaches to com-municate the brand online. On the Dior website you can find a digital magazi-ne of the house of Dior. The brand has also launched its own Mobile Applica-tion that delivers content from runway shows, to makeup, perfumes, runway collections and wallpapers. The brand uses Social Media Platforms such as Fa-

cebook, Instagram, Twitter, Tumblr and Pinterest very extensively with a high number of followers and likes. Dior also creates short aspirational movies that are posted on Youtube and Vimeo and should encourage online sales. Dior uses the digital world to offer an original insight into the brand and en-courages interaction and brand loyalty.

Digital Communication

The brand developed a strategy to cons-tantly create a buzz around the brand by organizing special events. These events include sales shops and con-cepts for a limited time. Such as an ex-position in Harrods in London mixing French Savoir Faire and British charm.

Another pr strategy is the movie “Can I Make the Music Fly” that was crea-ted for the Dior Homme opening in Miami by the producer Bruce Weber. These events reflect the exclusivity and “dream” like touch of the brand.

PR Events

A museum was created in memories of Christian Dior in Granville where Dior grew up and spent his childhood. This exhibition shows many pieces created

by the designer that have never reached the public. This exhibition promotes the evolution of the brand by giving insights of the history of the brand.

Exhibitions

The product placement of Dior chan-ges over time as new technologies and new marketing strategies have been introduced. Dior used to be featured in classical movies such as “Les enfants Teribles” (1950) by Jean Pierre Melville

and Marlene Dietrich wearing Dior in Alfred Hitchcocks “Stage Fright” (1950). Nowadays Dior uses product placement in Hollywood in movies such as “Sex and the City” and by using celebrity that wear Dior to red carpet events.

Product Placement

The success of Dior’s communicati-on strategy is largely dependant on there CRM and loyalty program. The brand communicates that the golden path to loyalty is satisfaction and aim to build a good relationship to their

customers. The loyalty program con-sists of sending the latest news through e-mail or mail, recording each amount every customer pays, and handing out invitations and announcements for upcoming collections and pre-sales.

Loyalty Program

COMMUNICATION TASK

The communication task is to use tech-nological innovation through colla-borating with 3D printing to design a aspirational 3D collection. The messa-ge the brand should communicate to consumers is the brand perception of a “dream” combined with technologi-cal innovation that shows the brand is always developing and thinking of the future, while remaining its core values.

The target market for this communica-tion strategy or females in the age of 25 and over that have a high social status, are elegant and modern with high taste and high education. The target custo-mer is fashion savvy, confident and in-ternational with a high income level.

The objectives for this strategy is to

attract already existing customers as well as gaining new customers by of-fering a unique experience that will increase brand awareness. This stra-tegy should also increase brand en-gagement by extensively communi-cating this collection and bringing the brand closer to the customers.

The look of the collection will be mo-dern, clean and creative. It will show the outcome of a completely futuristic approach to design garments and com-bines this futurism with Diors romance, elegance and femininity. The goal is to create a “dream” that will inspire and excite Diors audience while keeping the

brand values in line with the garments. It is very important that this collecti-on stays true to the brand in order for this collection to be in the right cont-ext and supportive to the brand image.

The collection should not be too me-chanical or architectural but should be in the realms of Diors fashion and beauty. While the technology of 3D printing enables you to create over-ly architectural pieces, this collection should not be concentrated to show what you could create with 3D prin-ting but rather how Dior uses this new technology to fit with the brand.

The message The Target

The Objectives

The Concept

2EDITORIAL

Photographer: Michael David AdamsModel: Leticia Price, Circul de Soleil cast “Amulana”Stylist: Beagy ZielinskyMake-Up Artist: Victorija BowersHair Artist: Linh Nguyen

Shot on location at the iconic blue and yellow Grand Chapiteau, New York, N.Y.

M O O N S T R U C K

The Name "moonstruck"

The fashion editorial “Moonstruck” will be featured in the most exclusive fashion magazines including Vogue and Harpers Bazaar. The Editorial will be limited to these magazines as it is a super exclusive collaboration from Dior that should not be over saturated in print magazines, in order for it to remain its exclusiveness. The editorial will be five to six pages long that will invite the readers to tap into a new futuristic and innovative wor-ld of fashion. This editorial is all about

creating a dramatic dream-like scenery with a futuristic touch, however it will stay true to the brand. While this edito-rial and collaboration is not something Dior usually does, it will remain in the realms of what the brand would do to keep its credibility. The editorial will have a clean style, bright images and tell the story of a dream. These are features that Dior usually incorporates in their communication style and editorials.

The Strategy

The name “moonstruck” summarizes the effect this editorial should commu-nicate, a sense of mystery from the fu-ture combined with a dream-like vibe and a sense of the unknown. This the-me will also be represented through the colour scheme of this editorial. The

colours will have cool tones, with dif-ferent hues of blue, white and metallic green and grey that will create a moon-light colour. Additionally, the lighting will create a dream like atmosphere and smoke will be incorporated to make the atmosphere even more dramatic.

The theme of this Editorial is to cre-ate a magical landscape filled with a mysterious vibe from the future. The aim is to create a dream that will be a unique experience and inspire the peo-ple to find out more about this colla-boration. The editorial will represent the technological innovation of 3D

printing by incorporating a futuristic style. The viewer should be absolutely excited and amazed while looking at this editorial. It should communicate a strong vibration and strike the viewers as though they were “moonstruck”.

The Theme

M O O N S T R U C K

The photographer of this shooting will be Michael David Adams, a New York based fashion photographer known for shooting at amazing loca-tions around the globe. His photography is highly artistic, using sa-turated colours and showcases a unique atmosphere in his images.

The Photographer

The Stylist of this Editorial is Beagy Zielinsky who will handpick opulent wardrobe staples that have a 3D effect. Make-up Artist of this editorial is Victorija Bowers will work closely together with the Hair stylist Linh Nguyen. The models will wear luxury headpieces with a 3D effect that will create a fantasy for the fashion readers.

The Stylist/Makeup and Hair

10:00h – 12:00h 12:00h – 14:00h 14:00h – 16:00h 16:00h – 18:00h 18:00h – 20:00h

-Set up/prepare all the locations

- Models get ready (hair and makeup)

-Lighting and ef-fects Tests

- Models change into 1st outfit

- Shooting 1

- Models change into 2nd outfit

- Shooting 2

- Models change into 3rd outfit

- Shooting 3

- Break

- Models change into 4th outfit

- Shooting 4


- Shooting 5


- Shooting

- Models take off make-up and styling

- Location set up will be taken down

- Goodbye to all participants

Time Schedule

The editorial will be six pages long, th-erefore we will shoot six different ou-tifits with six different locations. Whi-le the shooting is running, the stylist, make-up artist and hair artist will make sure that the models look their best. They will keep an eye on the outfits and

hair of the models to make sure ever-ything is on point. The photographer will be responsible for the posing of the model and make sure that the facial ex-pression will be neutral and in a day-dre-aming state, to contrast the dramatics of the established scenery and setting.

Art/Model Direction

After the photo-shoot the photos need to be processed from raw files into tiff files. This will be done by the photo-grapher as well as the re-touchers, who will also make sure that the colour, temperature, exposure and contrast are correct. The final retouching will be done by professional re-touchers that will make the images ready to be sent to the magazines. The page layout will be designed by the page designer, howe-

ver the photographer will work closely with him in order to ensure the right message comes across. In order to get the desired outcome in the end it is im-portant that everyone works together in a team and decisions are discussed befo-re they are taken. This will ensure that the intended message will be commu-nicated effectively and the editorial will make the desired impact on the readers.

After the Photo-shoot



M O O N S T R U C K

M O O N S T R U C K



Dive into a mysterious world of dreams, a world of romance and extravagance created through newest technological innovations and the most exclusive

3D printed creations

3CATALOGUE

Garment: One Shouldered Grid Flower TopFabric: Tulle and Silk OrganzaModel: Thea WinterPhotographer: Ron Kedmi

Dior Exclusive 3D-printed Collection

Dior Exclusive 3D-printed Collection

Garment: embellished Grid Flower JumpsuitFabric: Tulle and Silk OrganzaModel: Thea WinterPhotographer: Ron Kedmi

4MINISITE

The goal of the Minisite is to inform and inspire the readers about the Dior exclusive 3D-Collection. The website should be very visual while also cont-aining relevant information about this collection. There will be one Menu with three Categories: About Us, Collection and Contact Us. The category Collecti-on will follow the format of a blog. Here the readers can read about the details of this collection as well as look at the preview of the Catalogue and the Look-book. It also provides them with the in-formation about the photographer and stylists. The Home page will be a static

page that will show a mood-board of the collection that should attract the peop-le and make them interested. The blog will also be linked to Dior’s Social Me-dia platform, where the blog contents will also be posted (inititally). However, Wordpress only allowed me to estab-lish a Facebook plug-in, it did not allow me to link it to the other Social Media platforms. The theme of this minisite follows the same theme of the InDesign document. Using the same colour sche-mes and similar formatting. I aimed to achieve a similar clean, sophisticated and minimalistic design with this website.

OBJECTIVES

Link: https://diorminisite.wordpress.com/

REFERENCES

Andjelic, Ana (2015): „Luxury brands must redefine the way they do business“. the Guardian. Abgeru-fen am 17. 05. 2016 von http://www.theguardian.com/media-network/2015/sep/10/luxury-brands-re-tailers-china-economic-slowdown.

(2016): „Christian Dior History & Timeline by VB.com“. Vb.com. Abgerufen am 17. 05. 2016 von http://vb.com/dior/.

(2016): „Christian Dior SE“. Wikipedia. Abgerufen am 17. 05. 2016 von https://en.wikipedia.org/wiki/Christian_Dior_SE.

(2014): „Dior brand strategy | Dior vs Chanel“. Brandstrategymanagement.wordpress.com. Abgerufen am 17. 05. 2016 von https://brandstrategymanagement.wordpress.com/category/brand-strategy-2/di-or-brand-strategy/.

(2016): „Dior Communication Strategy“. De.slideshare.net. Abgerufen am 17. 05. 2016 von http://de.sli-deshare.net/Tiffany2690/dior-communication-strategy.

Parischerie, (2016): http://www.parischerie.com/wp-content/uploads/2013/06/1-Nicole-Kidman-Di-or-Cannes-2013-468x705.jpg.

Documents

Dior Exclusive 3D Collection