How integrated marketing shapes a brand- A look at Dior.
Image 1: Raf Simmons at Dior show.
Marketing is a tool brands use to communicate effectively with its consumers. With the mass development of platforms like Facebook, Instagram, Twitter, Youtube and Google plus it has become very important for mega brands to implement an integrated marketing communication (IMC) strategy across all of these platforms. By using this IMC strategy a brand can ensure a clear, consistent and holistic message is communicated across all media platforms. IMC strategies also influence how people and services behave as internal marketing forms part of this strategy. Employees have to be trained in such a way that they as individuals also deliver on the brand's promise. In this blogpost I will discuss how Dior's value proposition is broadcasted as well as how emotion and response links to marketing. By discussing these topics a conclusion can be made on whether the brand's IMC strategy is successful or not.
Gallery 1: Dior ad campaigns from 2012-2017.
As mentioned in previous blogposts (ZelniTerblanche,2017), Dior is an iconic French brand that has been around since 1945. The brand focuses on handcrafted products that ranges from clothing for men and women, fragrances, make up, skincare, jewelry, timepieces as well as kids clothes (Dior, 2017). Dior is known for its impeccable products and the brand has shifted from its couture past to a more modern brand that is serious about marketing its products across all platforms. The brand not only markets its products exceptionally well, with shows being broadcasted over all social media platforms, the brand focuses on each platform, creating a dreamy space throughout its contact with its consumers. Dior is a brand that markets an experience across all contact points with their consumers, watching a Dior show or entering a Dior store is like being in a dreamworld of opulence. The brand propositions itself as a luxury brand with symbolic value (Dior, 2017). Christian Dior the name, in its own is iconic, and purchasing a Dior product is purchasing an iconic item. The brand Dior is distinctive, functional (due to its high quality), adds value to everyday life as it offers escapism from the humdrum of normal life and the brand symbolizes classic French opulence like no other couture brand can. Dior clearly shows consumers exactly what they stand for by ensuring that all marketing efforts are cohesive.
Video 1: Dior Haute Couture Autumn/Winter 2017/2018
Great brands know that emotion is what drives consumers to purchase a product or service. By implementing IMC strategies as well as making use of internal marketing tools brands can ensure that consumers will return. Conducting consistent marketing and customer service ensures emotional trust from consumers. Consumers are drawn to brands that are consistent in their promises. Once a brand has instilled this trust in consumers, consumers will always link certain qualities to a certain brand, this in turn ensures positive word of mouth, which is the strongest marketing tool.
Integrated marketing communication strategy is a concept that all mega brands have to implement in order to gain trust from its target market. Dior is a brand that has successfully gone through years of transformation, never faltering in its quality, while transitioning from post war slump to developing technology effortlessly. IMC as well as internal marketing is fundamental to the successful development of not only products, but also employees, ensuring that the same standard of craftsmanship and services are delivered in every product category. Dior has stood the test of time, because the brand's internal workings are cohesive. It is clear that Dior, the brand will continue to dazzle and amaze the fashion industry for many years to come.
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References:
Image 1: Raf Simmons at Dior show. Available at: https://i-d.vice.com/en_gb/article/raf-simons-is-leaving-dior
Image 2: Dior ad campaign 1. Available at: https://www.downtownmagazinenyc.com/best-ad-campaigns-spring-2014/
Image 3: Dior ad campaign 2. Available at:http://www.fashionadexplorer.com/l-dior--c-ad-campaign
Image 4: Dior ad campaign 3. Available at: http://www.crfashionbook.com/fashion/g9577392/fantasy-campaigns/
Image 5: Dior ad campaign 4. Available at: http://www.harpersbazaar.com/fashion/designers/g6579/best-fashion-ads-spring-2016/
Image 6: Dior ad campaign 5. Available at: http://www.whoknowsfashion.com/2013/03/01/ad-campaign-dior-springsummer-2013/
Video 1: Dior Haute Couture Autumn/Winter 2017/2018. Available at : https://www.youtube.com/watch?v=kZoli1AysWk
