Videos

'The enchanted factory' by Dior On a dedicated page of its Web site, Dior posted both the video and links to shop the collections featured. On is the special holiday collection that focuses on the accents of gold on certain branded beauty products. “Winter’s Gold” is a beauty collection that reveals the bold colors of runway shows, such as reds, pinks and browns. The promotion of this collection will likely grasp consumers’ attention because of the multi-platform presentation that includes DiorMag, social media, content on the Dior beauty section of the brand’s Web site and with a social video (see story). Fantastical factory Dior typically communicates the meticulous tasks done by its artisans through its videos. For instance, the brand assured consumers that its dedication to craftsmanship extends beyond its fashions and handbags. The item in question was Dior’s new line of athletic footwear, the Dior Fusion sneaker, from the fall/winter 2014-2015 collection. By showing consumers the work involved in its creation, the asking price for the sneaker was more justifiable after watching the artisan’s labor from sketch to final product (see story). While most luxury brands focus on hand craftsmanship, some have envisioned fantastical factories to create a dream around their products. For instance, French perfumer Guerlain is taking consumers inside the fantastical factory of its Météorites powder to explore the product, its benefits and to determine which shade is best for each complexion. Launched in 1987, Guerlain’s Météorites is considered to be one of the brand’s make-up icons. By bringing interest to the product through interactive touch points on the Météorites microsite, Guerlain will likely introduce the powder to a new generation of women while reminding established consumers why the product is iconic (see story). For Dior, this campaign may create more inspiration than actual purchases. "The film more-so than the campaign is focused on communicating that even how their products are packaged is a luxurious process with gold and sparkles," Ms. Strum said. "However, due to the lack of emotional connection to the consumer, they could potentially determine that it's 'pretty' but not feel compelled to purchase anything as they might not be able to determine whom each of those products could be appropriate for in their present selection," she said. "Thereby this strategy wouldn't convert them into purchasers. "It would be interesting to see Dior get out of their comfort zone and create an out of the box campaign, possibly including digital shoppable strategies and stronger social engagement, as opposed to broadcasting." Final Take Sarah Jones, editorial assistant on Luxury Daily, New York