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. 

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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.

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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.  

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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Mystery Diorissimo woman

To create a level of excitement for the relaunch I am thinking about the concept of a 'mystery Diorissimo woman'. The idea is to not announce who the face of Diorissimo is until the night of the launch event, when all will be revealed and the full length advert and campaign will be shown. 

The film will also be streamed live on youtube and the Dior website.

Youtube is one of the main drivers for fashion and it reaches millions of people around the world, which makes it a good platform to stream it on.

I have chosen Emma Watson as the Diorissimo woman, and she would be at the launch event when it is revealed, giving photo opportunities for the press, as well as the public. 

To create a buzz on social media, the 20 second film will be the teaser of the full length film, and will be released way before. 

People will be given a time and date of when to tune into watch the full length.
Also in the build up there will be little hints given to the public of who the mystery celebrity is via the Dior instagram, twitter and Facebook pages.

For one of touch points I will create ideas for the launch event. I will decide location and who to invite. I will also come up with ideas of how I want it to look.

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Touch Points-Dior campaign

Continuing to look at Dior touch points I decided to look over a few of their past campaigns both (perfume and womenswear campaigns) as I plan to create the Diorissimo campaign for one of my touch points. It is important for my campaign to depict the kind of woman I aiming towards while also maintaing the essence of the brand. 

I chose to point out these two campaigns as I feel like they are very different in the type of woman they capture.  

Midnight Poison

-From the campaign it is clear that it is going to be a strong scent, with the dramatic pose, heavy make-up, and extravagant clothing, not to mention the name of the scent as well. Poison- under a spell

-It is for mature, confident, independent women.

- She is powerful, staring the viewer right in the eye, with exaggerated blue eyes.

-Mysterious, quite magical, more of an evening scent.

Miss Dior

-In contrast to Midnight Poison, the colours used are light and very girly, producing a more innocent look to the campaign.

- Although it has an innocent look, the model has quite a cheeky, mischievous expression on her face.

- Likes to have fun, active young girl riding a bike around Paris.

 -Very feminine with the vibrant pink clothing, elegant gloves, gift boxes on the bike suggesting she has been shopping.

-A very chic Parisian feel with the beret and also the background.

 -The pale pink ribbon typography contributes to the girly feel.

- Silver lettering of Dior in top right corner. Silver- more young and fresh

I really liked this campaign featuring Marion Cotillard shot by Jean-Baptiste Monodino. It has a dark feel it to it, with the shades of colour used, the shadows in the background and also the choice of clothing. Cotillard looks sultry with a dark red pout and smokey eye make-up, which contrasts to the bright colours of the bag. Although a simple set up, it is effective and bold with the tinted lighting.

In relation to my ideas, I found that this campign could be of an inspiration to me- the idea of being in the woods. 

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Touch Points- Dior in store experiences

The Dior in store experience is an important touch point for the brand and so it is vital that every little detail in store is on point in order to stay in touch with the brand image, identity and story.

As soon as you step into a Dior store it exudes luxury and good taste. With carefully thought out displays, immaculate presentation of products and lavish interiors, customers are able to experience a sense of high living and style.

 When you enter there is often a member of staff to greet you or to open the door as you arrive. The staff are all well groomed and nicely presented, but most importantly they have knowledge of the products that they are selling,the brand history and its essence- they know the brand well. 

The colours in store are kept to a  minimal and they are not overpowering in order to keep that feeling of sophistication. Also, there are often little touches which reference some of things in Christian Diors life, for example the Louis chairs and the flowers, bringing in the idea of heritage and staying true to its history. 

However, depending on where the store is there will be different layouts, interiors, displays, shop windows etc. but ultimately the each store will embody the brands identity.   

When it comes to make up and fragrance counters in department stores, Dior is often one of the larger counters and it is often placed near to one of its biggest competitors Chanel. Again the furnishings are in a limited colour pallet of mainly black which creates a sleek, expensive atmosphere.  

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Touch Points- Past Dior events/pop ups

When Raf Simmons became creative director for the brand, Dior created a series of pop up units around key global stores around the world, in order to showcase and sell Raf Simmons first collection. 

It included window displays, furnishings, photo exhibitions and featured playlists of electronic music by French DJ Michel Gaubert.

Below are photos of the pop up stores from the Dior PR website.  

Collete Paris

Jeffery New York

I.T Bejing

My Boon Seoul

Milan

Joyce Hong Kong

Maxfield Los Angeles

Dior Harrods Takeover

Last year Dior took over Harrods with never before seen exhibitions, displays and in store activity. The pop up exhibition was created to mark the 60 year relationship between the brand and the department store, as Dior was the first concession that Harrods featured in store. The window fronts were decked out with iconic London post boxes, telephone boxes and landmarks. There were a series of exclusive limited edition Dior products and silhouette cut-outs as well as Beefeaters wearing costumes designed by Raf Simons. The project took 18 months of planning and just one week to install. It turned out to be a successful concept and the Dior store ended up taking an impressive £100,000 of trade in just one of the days. 

"Like the house of Dior, Harrods is reputed for astounding and satisfying its elegant women all over the world,"  "The inspired collaboration with Harrods not only draws attention to Monsieur Dior's relationship with the fabled department store but also affirms the house of Dior's continued high standards via creation and discernment."- Sidney Toledano, president and CEO of Christian Dior.

On the fourth floor people were able to enjoy the ultimate Dior experience with an exhibition featuring nine Dior highlights. Visitors were able to see miniature couture dresses created by the seamstresses in Dior's Avenue Montaigne ateliers, gowns worn by Diors many celebrity followers, as well as young British artists asked to interpret the Lady Dior Handbag.

It gave people a chance to see garments and accessories up close and a chance for them to grab an insight into a ultimate luxury, while also learning about the brand. 

The was also a Dior cafe which was designed to show Monsieur Dior's love of 18th Century decor and his love of good food. Everything down from lobsters sandwiches to Dior cupcakes could be order from the Dior menu.

An exclusive make-up collection was also launched, to make the Dior and Harrods anniversary.

Also in London, Christian Dior held an event for Fashions night out 2011 which featured a Dior Taxi outside the store in Bond street. This was a good piece of promotion as people were taking photos in front of it and sharing it on social media sites.

In Miami 2011 there was another Dior pop up experience which included a nail salon, food truck,and exclusive boutique which was all in the camouflage print by Anselm Reyle.

From looking at these pop ups/events I want to plan for an event for the relaunch of Diorissimo the perfume. For one of my touch points I want to make an invitation for this event and maybe make a concept board of how I want the event to look like.

COMPETITION: Chanel pop ups

Similar to Dior, Chanel also created their own London taxi in Covent Garden, which has become the beauty hub of London with Both Dior and Chanel Beauty stores there.

For Mothers day, a Chanel flower stall popped up for 2 days which sold flowers which featured the same flowers that they feature in their best selling perfumes, including May Rose, Jasmine, Iris, Tuberose and Patchouli. They would create hand-tied posies to give away when you buy any 100ml bottle of fragrance. Customers could also add personal message which would be written out by the in-house calligrapher on one of their camelia embossed cards with a choice of quotes from Mademomiselle Chanel 

CHANEL's creative director of make-up Peter Philips created three exclusive Le Vernis nail colours for Vogue's Fashion's Night Out. People could buy these nail colours from a vending machine, producing a fun and exciting way to buy beauty products.

To celebrate the release of the Chanel No 5 Eau Premiere perfume this year Chanel placed 3 life-size sensory installation bottles around London. One in Westfields Shepherds Bush, Bluewater shopping centre and the Covent Garden Piazza boutique. When you stood in the bottles they would spray you with Chanel no.5. The idea was there however the overall appearance of the bottle was quite underwhelming.

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