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Target Customer for Dior pret-a-porter

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by

Ieva Busmaite

on 4 March 2015

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Transcript of Target Customer for Dior pret-a-porter

Target Customer
Brand DNA
Romanticism
Femininity
Modernity
Innovation
Tradition
Architecture
Craftsmanship
High quality materials
Brand identity
Brand message
Values and philosophy
A brand attached to the values of exchange and discovery, creation and performance.
Respect for the environment. Every action is targeted, designed to intervene positively in the daily lives of populations.
Core values never compromised for augmenting sales or achieving better brand mileage.
Respect not only to bring out the beauty in women but also to bring the best out of people.
Conclusion
Women, men, children
Age: from late 20s to early 40s
Personality: intelligent, high social status, elegant and modern, loves traveling, confident, savvy
Income: High ( 100,000 euros)
Focus: asian market (Japan and China)
Usage of celebrity endorsement: Natalie Portman, Jeniffer Lawrence, Robert Patinson
Corporate Social Responsibility
1. Working Conditions Health & Safety: Dior is improving conditions by creating two programs.
a. Quality of Life at Work
b. The Prevention of Psychosocial Hazards
2. Social Dialogue: Dior has set up 9 communication screens at stores to improve discussion and communication with employees
3. Diversity: Created 2 programs for its employees
a. “Live My Disability” day to raise awareness
b. “Passing the Retirement Mark” course for its older employees
4. Skill Development: leadership programs and “passing of the skills”

Innovation
Relevance
Consistency
Promise of Value
Distinctiveness
Picture of Sender
Picture of Receiver
Picture of Sender
Physique:
Ribbons
Flowers
Houndstooth patter
Edwardian typeface
Relationship:
Loyalty
Personal
Exclusivity
Social distinctiveness
Reflection:
Fashion conscious
Stylish
Elegant and social
Mature and young women
Exclusive
Self-image:
Glamorous
Sensual
Classy
Elegant
Modern
Culture:
Designer Christian Dior
Craftsmanship
Influence from nature
High quality materials
Personality:
Feminine
Modern
Prestigious
Traditional
Romantic
Overview of Japan
Power distance: unequally distributed power
Individualism: we vs I
Masculinity: success defined by winning
Uncertainty avoidance: how society deals
Pragmatism: challenges of present and future
Indulgence: control of desires and impulses
Full transcript