Research Paper on Dior Brand Positioning

Introduction

Stott, Cathy explains that brand positioning is a strategy and key concept that businesses use in marketing. Dior brand emerged in the market in the early 1940s as a foundation of fantasy, femininity as well as innovation in the fashion industry. Years later, the brand changed to include different gender products; both male and female fashions. Dior has undertaken various brand position strategies since the early 1990s (Stott 3)). However, in the early years, brand positioning of Dior was mainly focused on women representation. Most of the advertising strategies that the brand adopted were mainly based on female representation. The representation of women adopted by Dior in the early 1990s was not accepted in the market positively because it was interpreted that it referred to the female stereotype that consumers would identify with (Stott 4). For example, the brand strategies such as "goddess" image and the "the girl next door" received different interpretations in the market. The "goddess" image was perceived to be timeless and was based on unrealistic backgrounds. However, this has recently changed as Dior brand focuses on the realistic representation of both genders in its fashion collection. Through the various techniques such as celebrity endorsement and advertisement, Dior brand tries to promote its diversification in the market. Therefore, the brand is no longer perceived as stereotypical as before because it has not only changed the branding strategies but also involved fashions of both female and male. Through positioning, marketers are able to distinguish their products from the competitors in the market (Stott 2). According to Giron, customers are able to adopt a certain position based on the quality of such product when they compare it with the competitors' products (60). Dior brand is facing stiff competition from other brands like channel, Gucci as well as Prada. These brands pose a great threat to Dior brand because they are high-ended luxury brands. However, Dior brand has been able to perform and position itself in the market as a unique selling point. Through its USP (unique selling point) strategy, Dior has been able to retain its heritage that is associated with the founder of the Christian Dior, Dior himself. One of the greatest slogans of Dior is that "true luxury requires genuine materials and the craftsman's sincerity. This slogan has been the driving force of Dior brand as it facilitates execution of confidence, innovation of unique styles as well as achieve sophistication in every line of their production; thus, positioning itself in the market from competitors. This is what has been able to differentiate Dior from its competitors in the market since the 1940s when it was launched. The J'adore campaign launched in 2016, Dior brand aims at fulfilling the desire of women of feeling young again through its positioning strategy.

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Competition

Competition is the greatest threat that Dior brand faces in the market today. The fashion apparel as well as accessories market that Dior brand relies on is facing stiff competition from local, national and international brands that result in the shrinking margin, idle, and obsolete inventory for brands like Dior. As mentioned in the previous section, Dior brand faces stiff competition from other players in the market such as Gucci, Channel, and Prada. These are brands that have significantly and constantly posed a great threat to Dior as it tries to enhance its brand recognition. The above companies are known for their quality brands in the large market. However, competition does not only emerge from the above three players but also counterfeit products in the market. Other businesses are able to replicate the designs and styles associated with Dior brand. As a premium brand that deals with high-quality products, it is a threat as the counterfeit products find themselves in the market. The entry of counterfeit products in the market results in brand value erosion which affects the growth of the company's operations in the market. Once, the brand has been ruined it is easy to lose the market base because consumers will switch to other brands that they can easily recognize with. The competitors have also enjoyed wide market region because Dior brand only exists in slightly over 35 countries across the world. Dior brand's limited access to the wide market area makes it difficult for the brand to gain high recognition.

Verbal and Visual ID

Dior's brand identity is associated with the founder, Christian Dior. Dillon argues that it takes more time for the brands that do not use the designer's name to be known in the market. Dior's brand recognition has been present in the market for the past 70 years and this recognition has been achieved due to the name associated with the founder. Even though the Dior represents itself as a luxury brand, its logo is perceived to be simple and effective. Bougnoux, Sylvain explains that Dior's use of Nicholas Cochin font as its logo is associated with the notions of luxury, glamour, originality, prestige as well as sophistication (2).The rand uses the two main colors in its logo, black and white in its transmission of the natural feeling of warmth as well as reinforce the power of its designs; thus, identifying itself visually (Bougnoux 3). Other visual advertisements include the use of billboards, magazines such as Vogue and Harper's Bazaar. Palmer believes that customers are able to remember a brand based on what they have recently seen on television or magazine (428). The above font used by Dior gives it a standout point as well as makes it logo known across different markets; thus, making its products more appealing to customers as well as overcoming competition from its closest rivals, Gucci and Prada brands. However, when it comes to verbal identity, Dior relies on advertisements through media platforms such as television. Dior has been able to maintain its television advertisement despite its high cost due to its powerful way of promoting the brand. The television advertisement is considered a powerful way of enhancing the brand's identity verbally. Palmer argues that verbal advertisement like television is the best way to make the message more appealing to the consumers (427). Among the three competitors mentioned earlier, Gucci seems to be the strongest in the market as it operates in more than 50 countries across the world. Gucci brand has established a strong market base in those countries and continues to pose a great threat to Dior brand. However, with the advertisement strategies, Dior brand has been able to expand its operations in the recent past years. Dior brand also relies on social media and online marketing platforms like other businesses.

Brand Promise

Dior brand has always been to create different images that represent the femininity in the more fantasized way. The brand is associated with the young generation or youths across the world. For example, the "Miss Dior" image is a well-renowned image of femininity associated with the universe of the young people. However, there are also other images such as J'adore and poison that seem to represent the adult women group (Stott 11). Dior brand has promised its customers to change the way it conveys the image of femininity to fit the current society. In the recent past years, Dior brand has been able to change to adopt a more realistic way of conveying the female representation through the launch of Miss Dior strategy. Unlike the old way of branding that was associated with the mythological creatures like a goddess or even devil, the "Miss Dior" is more realistic as it matches the sexual liberation of women that was lacking in the previous traditional female representations (Stott 12).

Brand Personality

Dior brand personality can be described as discrete and attractive due to its excellent culture, relation strategies, physique, self-image, and reflection. Bougnoux explains that even though Dior brand faces stiff competition from other players in the market, the brand's personality can be differentiated through the spirit and messages that it wants to communicate to its customers (9).As Dillon explains, fashion stats and ends with the consumer (82). Dior brand recognizes its consumers as its core to success; therefore, the brand is focused on getting the right target market to enhance its brand recognition in the global market. I would describe Dior brand as attractive and discrete because it is a diversified brand. It does not belong to one group; the brand is diverse as it tends to cover across all age groups from babies, young children, youth to adult women as well as men. This diversity has enabled the brand to survive in the market in the past 70 years despite stiff competition.

Recommendations

Based on the analysis above, Dior brand is competitive and great in the market. Even though it has attained attention in less than 40 countries across the world, but the fact that it has survived in the constantly changing market environment in the past 70 years is a clear indication that it is a great brand. As Palmer explains, the market is comprised of a different and diverse set of consumers who are looking for different commodities to satisfy their needs (15). Dior brand can take the opportunity of the diversity of customers in the market to expand its market base. Even though it is associated with luxury clothing, Dior should consider extending its operations to include the lower end consumers. Even though the high-end consumers are available in the market, but the lower end consumers make a large part of the market that Dior brand can use to expand its brand recognition across the world. Despite that they will only buy cheaper products like makeups and fragrances; it will assist the brand in expanding its recognition and improve the brand equity in the market. Further, the brand needs to focus on consumer experience because other players in the market can outsmart them in consumer experience strategies. Dior can enhance its communication strategies through the social media platforms. Palmer explains that social media serves a great purpose in communication because it provides a more interactive dimension of reaching out to consumers (452). Therefore, Dior needs to improve its consumer experience through interactive dimensions like the social media platforms. Branding, as a marketing strategy, remains a key concept in the global business environment because it deals with different elements of branding that support and influence marketing outcome of Dior; for instance, competition, brand identity, brand personality and positioning. Therefore, Dior brand should integrate all these elements to ensure that it achieves an effective marketing strategy that will help improve its global performance.

Works Cited

Bougnouz, Sylvain. Brand Strategy: Dior Brand Strategy. Word Press. Accessed on March 26, 2018 from https://brandstrategymanagement.wordpress.com/category/brand-strategy-2/dior-brand-strategy/Dillon, Susan. The fundamentals of fashion management. A&C Black, 2011.

Giron, Maria Eugenia. Inside Luxury: The Growth and Future of the Luxury goods Industry: A view from the Top. London: LID Publishing, 2011.

Palmer, Adrian. Introduction to marketing: theory and practice. Oxford University Press, 2012.Stott, Cathy. Representations of Women and Brand Positioning at Christian Dior. The Conversation (October 23, 2017). Accessed on March 26, 2018 from http://theconversation.com/representations-of-women-and-brand-positioning-at-christian-dior-85648