Dior won't be having a campaign for F/W 09.10

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OMG.

>> For those holding out for Christian Dior's Fall 2009 campaign — since most other major brands have revealed their seasonal ads at this point — you're setting yourself up for a big disappointment. The brand — which posted a loss in profits last week — decided to forego a traditional ad campaign this season because Dior CEO Sidney Toledano found the formula "wanting," according to WWD.

Instead, the advertising budget — an undisclosed number — was poured into a new set of the Lady Dior handbag campaign featuring Marion Cotillard. The original set, photographed by Peter Lindbergh, started running last November and a new set with Cotillard as "Lady Red," snapped by Annie Leibovitz, has been appearing in magazines starting since the August issues (above). A sequel to Cotillard's short film for the brand, which hit the Internet in May, is planned for December.

Toledano seemed satisfied in May with the brand's move toward using more star power and away from seasonal campaigns that typically feature models: “Now we have to give more meaning. People are looking for iconic products and they want to see a product representing the values of a company.”

Fashionologie

 

[StoneSkipper]

Hell noe

 

[JordanB]

Dior CEO Sidney Toledano is cheap.

 

[L.A.Woman85]

WOW.... no campaign for Dior!!!!
I ever thought that day would come... and out of all brands, Dior!!!

But i must say, after all the anticipation and all of us wanting to see a campaign, it is kind of funny that there is nothing!!!!

 

[iluvjeisa]

OMG.

Fashionologie

Just embarrassing. Hire a promising new photographer. Go for the younger crowd, give them a chance....jeez. Why does it have to be huge budget to be impressive....they seem to have lost all sense.

And what does this do to their prospects of wanting to keep Galliano, or being able to keep him? Somehow this seems pretty monumental in fashion advertising....Anyone ever heard of something like this???

 

[vogue28]

Oh no Dior

I'm starting to feel like these Lady Dior ads are been dragged out. They get boring after the first shot.

 

[surrealseven]

^ I was suspecting after reading their profits for the first quarter of this year went down,
I would rather prefer they keep the seasonal campaign rather doing the Lady Dior to be honest.

 

[vogue28]

I'm not that shocked of hearing this, after not seeing anything up until the middle of August.
They should have kept the Lady Dior ads to one city, and scrap the films. Then do a mainline campaign in a studio with some good models and a great photographer.

 

[mariemaud]

Just embarrassing. Hire a promising new photographer. Go for the younger crowd, give them a chance....jeez. Why does it have to be huge budget to be impressive....they seem to have lost all sense.

definetely

this is quite a shame....
or maybe their situation is worse than we think

 

[irulan]

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.

 

[mikel]

^Indeed.

Although expected it's still a major dissapointment.

 

[Lackuiew]

definetely

this is quite a shame....
or maybe their situation is worse than we think

Or maybe it's only another sly trick to draw attention

 

[user.n.]

I'm not suprised but sad. I don't understand why they made shortfilms. And as for the values, look at Hermés or Gucci... They've got iconic items AND they can built them into the actual campaign...

 

[FashionPower]

Oh what a crap
The funny thing is that brands like Anna Sui or Donna Karan,which are not as relevant as Dior,actually have a campaign...
They could have made something with runway/backstage pictures

 

[Miss Dalloway]

Pretty unbelievable that they didn't do the campaign this season, please if Pinko! can have one so could Dior.

 

[BerlinRocks]

Instead, the advertising budget — an undisclosed number — was poured into a new set of the Lady Dior handbag campaign featuring Marion Cotillard. The original set, photographed by Peter Lindbergh, started running last November and a new set with Cotillard as "Lady Red," snapped by Annie Leibovitz, has been appearing in magazines starting since the August issues (above). A sequel to Cotillard's short film for the brand, which hit the Internet in May, is planned for December.

Toledano seemed satisfied in May with the brand's move toward using more star power and away from seasonal campaigns that typically feature models: “Now we have to give more meaning. People are looking for iconic products and they want to see a product representing the values of a company.”

W O W !
A real shock ...

did these kind of things already happen for such a label ?!

I really wanna know how things will turn ...

Can anyone with STRONG skills and knowledge in advertising go deeper ? Make a good analysis of the situation ?

Because if I understand well they go much further than people like Marc Jacobs (who instead of showcasing their outfits, promote and focus on a way of life, an attitude, a family, a clan whatsoever) ...

That's BIG, isn't it ?

 

[user.n.]

W O W !

Can anyone with STRONG skills and knowledge in advertising go deeper ? Make a good analysis of the situation ?

I'm not a professional or an analyst but i always checked their financial reports. There're a lot of interesting things in it. I'm going to send you a pm about that if it's okay.

 

[BerlinRocks]

^of course you can ...
business is not my thing, but i can try !



i wanna know, too, the impact that can have on what will happen in the house (art direction etc.)

 

[Street_a_Licious]

i blame it on Madonna....

but srsly, WAT? that collection was one of John's recent best! and no ad campaign. do the Lady Dior bags even sell that well???

 

[iluvjeisa]

I'm interested in this: "Dior CEO Sidney Toledano found the formula "wanting"" - so he either found the whole concept of advertising collections wanting - which would be quite novel - or he found the concept they had been following, as far as AD / photographic content goes, wanting. I can agree with that.

Dior has the richest advertising history of all brands. Iconic ad series are their legacy. The last years (I think from the 80s, as far as ad campaigns go) have been poor from an aesthetic perspective, and apparently also from a business perspective...