In 1946, Christian Dior opened his Parisian fashion house at 30, Avenue Montaigne. In his very first collection, Mr. Dior revolutionized the fashion world with the creation of the “New Look”. His untimely death in 1957 left an enduring legacy and a name synonymous with luxury, sophistication and defining fashion. In 1997, John Galliano was named Artistic Director for Christian Dior bringing a sophisticated combination of audacity, glamour and street style to the house.
Case Study Concept
September 2005 marks the 10th anniversary of the Lady Dior handbag. Students from the Columbia Business School and the Parsons School of Design were asked to develop a comprehensive marketing strategy to promote this occasion in two of Dior’s key markets: New York and Las Vegas. As part of the strategy, students were asked to create a national and regional advertising campaign, a unique direct mail piece, boutique window displays, celebratory launch events and a press plan.
Design, Business and Marketing Plan Solution
After extensive market research, the students determined it was essential that the strategy remain aligned with the company’s glamorous, sexy and cutting edge brand image. Additionally, the students found that the Dior brand appealed to a wide range of customers who vary in age, lifestyle and interests. The students set out to create a campaign that embraced all of these women while encouraging them to continue to express themselves and their individuality.
Thus, the “Luck Be a Lady” campaign was born. The idea was that women have different needs and desires; while some wish for LOVE, others wish for PROSPERITY, HAPPINESS, HEALTH and GOOD FORTUNE. The students designed a series of keepsake charms representing these universal hopes. The concept suggests that a woman can personalize and individualize the Lady Dior bag and wear it to bring her luck. The students designed a compelling direct mail piece and an interactive window display to enhance the message. In addition, they developed plans for a modern tea party event to generate excitement and create buzz.
Throughout the course of the semester, Business School students and Parsons students worked together in pursuit of a common goal. The project provided a unique opportunity for people with different perspectives to interact with each other and learn more about the unique nature of designing and marketing luxury goods. The experience was tremendously rewarding for all involved, and they look forward to pursuing a career in this exciting industry.
The Christian Dior Project Team
Rupi Aroroa, Columbia Business School
Christina Callas, Columbia Business School
Ruiqiang Huang, Columbia Business School
Alison Jatlow, Columbia Business School
Saira Kathpalia, Parsons School of Design
Arthur Pogosian, Parsons School of Design
Haeyoung Shin, Parsons School of Design