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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