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Touch Points- Dior window displays
While Burberry have taken over Printemps christmas windows this year, Christmas 2012, was the year when Dior were the ones who had taken over the Paris department store, with bespoke dolls spreading out over 11 windows. The dolls known as 'The Poupettes'- as they have called them were seen wearing exact replicas of famous Dior designs, from miniature versions of Raf Simons' debut dresses to the iconic 1947 Bar suit.
It made sense for Dior to take ever the store in Paris, seeing as the brand was founded in Paris.
At the reveal of the windows, actress and ambassador for the brand, Marion Cotillard, was on hand to unveil the windows.
The display embodied Parisian chic, with backdrops inspired by the French Capital featuring the Eiffel Tower ice rink, the winter fairground in the Tuileries and balloons floating over Paris rooftops. In total there were 74 dolls made specially for the displays and they were created in the Dior studio.
Creating shop windows is a very important touchpoint as it is a way to showcase products to the best standard in hope of catching the eyes of people walking past. They are the first point of contact between the customer and store and can often determine whether the customer will enter the store or walk away. But also the window displays should be in sync with the essence of the brand.
Miss Dior visual merchandising
J'adore Dior visual merchandising
Looking at these past Dior fragrance window displays, it seems that playing with the scale of the bottle seems to be effective, combining both original sized bottles with gigantic bottles, creating a quite a surreal effect. Also the colours schemes used stay true to the brand and the colours associated with the fragrance, maintaing the Dior brand identity.
Invitation to the event
For the people invited to the event there will be special invitations sent to them, and so to go with my launch touchpoint I decided to create an example of what the invitation could look like.
I have made it as if it was like the packaging of the perfume bottle, and it pops up so guest can prop it up on the table. I kept it simple with the colour scheme and typography and the inside image of the woods is to reflect the film.
I have made it as if it was like the packaging of the perfume bottle, and it pops up so guest can prop it up on the table. I kept it simple with the colour scheme and typography and the inside image of the woods is to reflect the film.
Event ideas
One of my touch points is going to be a re-launch event of Diorissimo and so I wanted to create some ideas of what the launch could be like.
The aim of the relaunch is to make people aware of the fragrance as one of its weaknesses is that its has become invisible. I want to create a buzz of the product, and get people talking.
The event would be held at Printemps department store in Paris as Paris was where Dior was launched, and it embodies everything French. Because it is a department store there will be window displays dedicated to the perfume.
I want the event to have a woodland theme to reflect the film, but also I think that it would create an enchanting atmosphere. An indoor woodland experience could be created with either, fake or real trees.
I would invite well known fashion bloggers, celebrities which keep in touch with Dior as a brand, such as brand ambassador Marion Cotillard, I would also invite journalists and industry peers/analyst. The public will be able to watch on a screen outside the store and see the reveal of the window displays. Also for the public outside, there will be an arch of the bottle. I like the idea of arches made out of flowers or greenery to highlight the nature theme, being in a garden or woods. Instead the shape of the arch could resemble the shape of the Diorissimo bottle.
It would look something similar to above, however with lily of the valley or just greenery, keeping the colour palette simple and sophisticated. People will be able to take selfies under the arch and post them on instagram or twitter etc. #DIORISSIMO
As said before, inside the event there will be trees. Some of the trees could have holes in the trunks featuring a display of the Diorissimo bottle.
Some of the trees could feature the past Diorissimo bottles, acting as a mini exhibition, as the shape of the bottle has been changed many times. These trees would include little notes informing people about a little history about the scent as Dior often likes to reference the past.
There could also be certain walls covered in greenery similar to this wall at the counter.
As there will be the big reveal of the Diorissimo fashion film there will be an impressive screen to showcase it on. As people arrive there will footage of the forest, and nature playing on the screens until it is time to play the film, an everyone will gather around to watch.
Food and drink will be served in the event, which will include champagne and miniature cupcakes featuring little Dior touches to them for example lily of the valley, the bottle, logo, diorissimo bag.
and there would also be a Dj there to provide music in order to create more of a lively atmosphere. The music played will have an electronic sound to it to keep it modern.
and there would also be a Dj there to provide music in order to create more of a lively atmosphere. The music played will have an electronic sound to it to keep it modern.
Invited guests will leave with a goodie bag including a small bottle of the perfume and a limited edition lily of the valley brooch, to reference the fact that Christian Dior would slip a spring of lily of the valley into the hem of everyone of his haute couture models pocket for luck.
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