Dior Presentation

The past week our group had to create a presentation on a brand that we thought had translated the Autumn/Winter 2015 footwear trend well. After looking WGSN a few weeks ago to look at footwear trends we saw that Patent leather and Suede were material trends and that the key trends for shoes were ankle boots, over the knee high boots and 'detail on the heel' of a shoe or boot.

We then did a retail task, where we went around Nottingham High Street as well as online to look at value, mass market, middle market and high level market brands to see whether each market level had translated the the trends that were predicted on WGSN. We discovered that Leather and Suede ankle and over the knee high boots were everywhere on each market level. However, Patent leather boots and shoes were harder to find in value and some mass market retailers. My group struggled to find detail on the heel in lower market retailers and realised that this trend has not trickled down yet therefore I doubt this trend will fade quickly. However, seeing as the boot trend was everywhere then I think that this trend is on its decline. 

The following week, we were set a street style task where we went around the streets of Nottingham to see what shoes people were wearing and whether people had adopted the footwear trends that were predicted. We were able to photograph the boot trend but we did not see many people wearing the detailed heeled shoes. 

When preparing for this presentation we decided to concentrate on Dior because the brand adopted the boot trend and detail in the heel in their footwear collection this season.

The powerpoint presentation 

The colour palette we chose was the 'Dior' grey, a pale pink and a burnt orange/red.

In October, Dior opened a pop up shop in London near Hyde Park. The pop up shop was another promotional method that created buzz around the brand. Recently Pop up shops have become a trend in itself with designer brands opening up a shop for a week or two to increase a greater awareness around their brand in concentrated places. Dior posted the news of their pop up shop on all their social media platforms and their ‘mag’ section on their website and app.

 

Our idea for the new marketing mix was to personalise the heel with engraving the heel with initials. We also included examples of brands that have included a personalisation aspect to their brand such as Burberry, Anya Hindmarch and Farfetch. 

Images from Dior Website, Burberry, Farfetch and Anya Hindmarch, Public Desire and Sebastian Mader.