In this age of change, media like Facebook, twitter, YouTube, etc. has occupied great part of the market. There are lots kind of fields are adding to the media environment. Including the bands which are seems no relation with media. In this essay, I would like to choose a brand which seems no relation between media but did a great publicity by use kinds of media and make the brand have a really high popularity. That is Christian Dior.
JOY by Dior – The new fragrance
Dior is a big company for making cosmetics and Luxury. Founded in 1948 by the eponyms designer Christian Dior, today the company designs and retails ready-to-wear, leather goods, fashion accessories, footwear, jewelry, timepieces, fragrance, makeup, and skincare products while also maintaining its tradition as a creator of recognized haute-couture (under the Christian Dior Couture division). While the Christian Dior label remains largely for women’s offerings, the company also operates the Dior Homme division for men and the baby Dior label for children’s wear. Products are sold throughout its portfolio of retail stores worldwide, as well as through its online store. [1]
Christian Dior has operated lots of media account in the whole media environment. Including Facebook, Twitter, Instagram. In the Instagram account, they have over 4 million followers, and there are also 16,572,654 people like there Facebook account. Those are really huge number compare to common social media accounts. From these social media account, they could easily get costumers’ concerns. That will give the brand and costumers a really fast and convenient way for communication. In the social media page, they mostly post their product pictures and videos. That will be rapidly seen by people. Not only people know their product but also increase their population. The best point of post advertising on Facebook and Instagram is they could spend less money but get more benefit. As people surf the Instagram, they will see Dior’s AD occasionally and that will really directly let people know what the picture or video is talking about. They through the social communication media embed some information to people’s brain. Another thing which is significant is that when they post thing on their profile, Dior company can get some feedback from comment place. This is part of interaction with their costumers, from some of these comments, they will know more about the favorite of people and getting more ideas using by their product.
Except English speaking country, I also focus some Chinese social media. The most famous social media in Chinese must be WeChat and Weibo. I can also watch some videos about Dior’s new products when I see my friends’ “moments”, mostly they do some fancy video to catch people’s eyes. Before they publish these pictures or videos, we could discover that sometimes they are different between Chinese and American’s AD. That is because the differences of culture, they could blend the country much better as they do the advertisement according to the culture. I also find that they mostly post the advertisement at 6pm, that is kind of strategy for the reason of this is the most popular time people watch WeChat and Weibo.
There are also another way of Dior uses the media technologies to make its brand be part of the media environment. They give their products to celebrities. By this strategy, their product will get more media exposure. When their fans see these products, they might buy them. This is also a way of improving not only their popularity but also their reputation, people will like the brand much when their favorite people use them. And there is a funny way I found they publishing their product is they would like to give some of their clothes or cosmetics to beauty blogger, these people are teaching audiences how to make up, as Dior give their product to bloggers , those bloggers will use it, when audience find the cosmetics seems great as bloggers use, they will buy the product. The third is they will also find some celebrities in every country to be their spokesman, the spokes could help to generalize the brand in their social media and some TV shows, this is also a way of publishing their product in media environment.
Dior have their own official site, which will put their product online to provide costumers buy. They are able to deliver to costumers’ home, it is really convenient for purchasing. They have designed their website seems concise and easily for purchasing, from layout to pictures, they pay lots of attentions on these. With the development of media and internet, traditional publishing way are going to fade, and more and more people presume the new things. Social media and internet are going to be an indispensable part for some big brands. Dior doing a really great job on publishing by using several kinds of media.
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