WINDOW DRESSING WITH DIOR
Let’s face it – there is no other city in the world quite like Paris. Nothing compares to wandering the streets of Paris if you’re seeking to be seriously inspired !
For luxury brands; the brands actual ‘country of origin’ is intrinsically linked to the brand personality and ultimately has a significant impact on the brands ongoing campaign development. 2OPINIONATED has often examined how effective leading brands are in delivering on their ‘print to purchase’ experience and over the next few weeks I’m going to share my in-store experiences from my recent trip to France.
Many moments from my trip to Paris inspired me, several moved me and some moments made me question the strategies of some of the worlds most recognisable brands.
CASE NO: 1 – DIOR DELIVERS
What’s not to love about the Dior display below?
Look closely and you will see that the handbags are made up entirely of Dior lipsticks (simple, yet effective). I love the way this display cleverly combined two of the Dior’s key merchandise categories, visually it actually drew you in from the other side of the street and it was seriously interesting to observe how consumers interacted with the display.
This display comes on the tail end of the Dior Rouge Fall/Winter 13/14 Campaign featuring Natalie Portman as seen below.
to find out more about the making of this campaign please watch the clip below
This Paris moment indicated to me that there were true synergies between all the consumer touch points with the Dior brand. This window display and the corresponding print campaign truly speaks to the well-known fact that – a new red lippy can change your mood…make your day…or change your life!
In fact, Dior’s Zinnia Red Lipstick was previously featured as one of my 2OPINIONATED Life Changing Purchases (LCP).
When applying the 2OPINIONATED 5 P’s of SHOPPING; Dior delivers both in terms of personality, production value and successfully delivering on their brand promise. What’s more, in combination all these factors ultimately represented a call to action.
I’m giving this visit to the Dior Rue Saint Honore store in Paris a rare 2OPINIONATED 5 star rating – serious purchasing power!