How to Join
the Fashion Spot / Visualizing Fashion / Ad Campaigns
FAQ Calendar Search Today's Posts Mark Forums Read Rules Links Mobile How to Join
Reply
 
Thread Tools Display Modes
13-08-2009
  46
V.I.P.
 
Join Date: Oct 2006
Gender: femme
Posts: 5,872
I don't see the big deal. Who actually looks at a Dior ad with a nice bag or pair of shoes or whatever and actually goes and buys it?

  Reply With Quote
 
13-08-2009
  47
clever ain't wise
 
iluvjeisa's Avatar
 
Join Date: Jan 2004
Gender: femme
Posts: 13,848
^Not sure I understand you correctly....but are you questioning the general principle of advertisement?

  Reply With Quote
13-08-2009
  48
fashion icon
 
kickassgood's Avatar
 
Join Date: Oct 2004
Location: iceland
Gender: femme
Posts: 3,013
oh no. damn recession

__________________
jam to-morrow and jam yesterday -- but never jam to-day
  Reply With Quote
13-08-2009
  49
tfs star
 
dizzytacks's Avatar
 
Join Date: Jul 2005
Location: canada
Gender: homme
Posts: 1,814
dior is definitely not skimping on their advertising budget!!! a mega star, mega photographers, films ( plural!!!!).
i much prefer this route and it definitely links beautifully to the new dior image!

__________________
two girls in paris "the twig and the tree" -circa 1968
  Reply With Quote
13-08-2009
  50
don't look down
 
tigerrouge's Avatar
 
Join Date: Feb 2005
Location: Béal Feirste
Gender: femme
Posts: 11,936
But it's a bit like putting all your eggs into one basket - what about the people who don't care for Marion Cotillard? What about people who can't be bothered to watch her films? Are they going to make the effort to go to some website to deliberately watch a product placement film with her in it?

And concentrating on one product line - if someone doesn't like that product, are they to get the impression that Dior has nothing else to interest them? Because they're not being led towards much else, with this strategy.

The advantage of an ever-evolving campaign featuring different faces and a variety of items is that every season, you're bound to attract the interest of people who like something that they're seeing, and who may take their interest in the brand further as a result.

And the people who you didn't interest... you can get them a few months later with your next campaign. Tweak the visuals so that you're touching on something new, while still retaining the integrity of the brand.

Dior talks a lot about values but doesn't seem to know the definition of its own. And that insubstantiality is what they're then making these marketing decisions upon. If they had a super-strong sense of what the brand stood for, then selling the brand to the world would become a lot more fluent and successful. They'd be selling the concept of the universe of the brand, not concentrating on the idea of a handbag as toted by some actress.

With such heritage, such history, why is Dior reduced to this? And it's not the recession. It's business decisions which reach back further than the current downturn. And something which money can't buy - vision or the lack of it.

I'm not one of those I-just-die-for-fashion people - I'm not appalled by companies taking commercial decisions, and I'd rather read a book about accountancy than dream over Italian Vogue - so when I say this new direction seems nonsensical to me, it's nothing to do with personal attachment to the brand or wanting to see model X in the images, more a sense of puzzlement about why such a company would do this.

__________________
You're perfect, yes, it's true. But without me, you're only you.
  Reply With Quote
13-08-2009
  51
no tom ford, no thanks.
 
mikeijames's Avatar
 
Join Date: Nov 2003
Location: closer than you think.
Gender: homme
Posts: 5,900
Quote:
Originally Posted by iluvjeisa View Post
^Oh, it will hurt the finances in the long run. As people have said here before, they are selling an image. Nobody wants a Lady Dior bag if there isn't a real lady Dior out there somewhere. People buy perfumes and accessories because they can't afford or look good in the clothes. If they had the money and figure, they would get the outfits.

Without the image of Dior as a prestigious (past and present) fashion house, nobody will be interested in that bag. Their strategy might work now and next year, but in a long term perspective, this approach is death to Dior.
i cannot agree with you more. they can only coast on established brand-ID for maybe a season, but in the absence of everything, it becomes a small niche operation that's unrecognizable. even the henry beguelins and delvaux of the world budget ad campaigns.

__________________
everything is never quite enough.
  Reply With Quote
21-08-2009
  52
front row
 
Join Date: Jul 2008
Gender: homme
Posts: 428
Quote:
Originally Posted by tigerrouge View Post
But it's a bit like putting all your eggs into one basket - what about the people who don't care for Marion Cotillard? What about people who can't be bothered to watch her films? Are they going to make the effort to go to some website to deliberately watch a product placement film with her in it?

And concentrating on one product line - if someone doesn't like that product, are they to get the impression that Dior has nothing else to interest them? Because they're not being led towards much else, with this strategy.

The advantage of an ever-evolving campaign featuring different faces and a variety of items is that every season, you're bound to attract the interest of people who like something that they're seeing, and who may take their interest in the brand further as a result.

And the people who you didn't interest... you can get them a few months later with your next campaign. Tweak the visuals so that you're touching on something new, while still retaining the integrity of the brand.

Dior talks a lot about values but doesn't seem to know the definition of its own. And that insubstantiality is what they're then making these marketing decisions upon. If they had a super-strong sense of what the brand stood for, then selling the brand to the world would become a lot more fluent and successful. They'd be selling the concept of the universe of the brand, not concentrating on the idea of a handbag as toted by some actress.

With such heritage, such history, why is Dior reduced to this? And it's not the recession. It's business decisions which reach back further than the current downturn. And something which money can't buy - vision or the lack of it.

I'm not one of those I-just-die-for-fashion people - I'm not appalled by companies taking commercial decisions, and I'd rather read a book about accountancy than dream over Italian Vogue - so when I say this new direction seems nonsensical to me, it's nothing to do with personal attachment to the brand or wanting to see model X in the images, more a sense of puzzlement about why such a company would do this.
excellent post, agree on every point.

  Reply With Quote
21-08-2009
  53
front row
 
Join Date: Jul 2008
Gender: homme
Posts: 428
Quote:
Originally Posted by irulan View Post
What it comes down to is that Dior doesn't have anything worth advertising than a single bag.

That should give them something to think about.
Agree. And from the point of view of an ex-die-hard-Dior-fanatic, this is the explanation really for the loss of profits and publics' interest.

  Reply With Quote
22-08-2009
  54
front row
 
malaychic's Avatar
 
Join Date: Dec 2008
Location: London
Gender: homme
Posts: 206
Pity. And very sad too. Considering how big Dior was some years ago.
They just need a new marketing team. And maybe new Creative Director. oops!

  Reply With Quote
22-08-2009
  55
tfs star
 
Join Date: Mar 2009
Gender: homme
Posts: 1,663
Quote:
Originally Posted by tigerrouge View Post
But it's a bit like putting all your eggs into one basket - what about the people who don't care for Marion Cotillard? What about people who can't be bothered to watch her films? Are they going to make the effort to go to some website to deliberately watch a product placement film with her in it?

And concentrating on one product line - if someone doesn't like that product, are they to get the impression that Dior has nothing else to interest them? Because they're not being led towards much else, with this strategy.

...

Dior talks a lot about values but doesn't seem to know the definition of its own. And that insubstantiality is what they're then making these marketing decisions upon. If they had a super-strong sense of what the brand stood for, then selling the brand to the world would become a lot more fluent and successful. They'd be selling the concept of the universe of the brand, not concentrating on the idea of a handbag as toted by some actress.

With such heritage, such history, why is Dior reduced to this? And it's not the recession. It's business decisions which reach back further than the current downturn. And something which money can't buy - vision or the lack of it.


Well I think it shows the importance of accessories. Focusing on a single bag seems worthy in comparison to focusing on an entire collection... I am sure Dior people worked out the numbers. It is kind of sad really.

My question is, why couldn't M.C. wear some of this season's clothing at the very least? Since they think Lady Dior is a bag above seasonal style and so very iconic that it is timeless, it should work just as well with this collection's garments as well as these dusty looking pieces. Like they presented it in the runway collection sans the tranny make-up and that cap of a hair.

  Reply With Quote
22-08-2009
  56
backstage pass
 
Ghost's Avatar
 
Join Date: May 2005
Posts: 693
Quote:
Originally Posted by tigerrouge View Post

And concentrating on one product line - if someone doesn't like that product, are they to get the impression that Dior has nothing else to interest them? Because they're not being led towards much else, with this strategy.

.
I dont give a damn about Lady Dior Bags.......
years ago, they don't give a damn about this bags
now they are taking films,,,,,especially the process of making a lady dior bag...with hitting the leather with a hammer a few times here and there......stitching with a machine (i don't mind showing if its hand sewn).....
There is no such thing as "classic bags"....i believe its just a term coined by them
When they call it classic....it become classic....and all the school girls and desperate housewives run after them.......
Who wants a chanel 2.55 or whatsoever without all those ads and consistent reinforcing and branstorming the customers...

  Reply With Quote
22-08-2009
  57
clever ain't wise
 
iluvjeisa's Avatar
 
Join Date: Jan 2004
Gender: femme
Posts: 13,848
^Hmm....to me it seems very far fetched that they would get any credibility as a fashion house from these ads.

That said, if they are focusing on the craftsmanship in the tv ads, that might be something....the quality of designer items have gone down in general....so pointing out the quality of this bag might be the one good thing about these campaigns.

  Reply With Quote
22-08-2009
  58
scenester
 
Join Date: Jun 2008
Location: Beijing
Gender: homme
Posts: 97
What the.....
Even Dior does this. I think Donna Karen is brave enough then...

  Reply With Quote
Reply
Previous Thread | Next Thread »

Tags
0910, campaign, dior, f or w
Thread Tools
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is Off
Trackbacks are Off
Pingbacks are Off
Refbacks are Off

monitoring_string = "058526dd2635cb6818386bfd373b82a4"


 
All times are GMT -5. The time now is 04:20 PM.
Powered by vBulletin®
Copyright ©2000 - 2014, Jelsoft Enterprises Ltd.
TheFashionSpot.com is a property of TotallyHer Media, LLC, an Evolve Media LLC company. ©2014 All rights reserved.