Their are many forms of touch points available for a brand to take on board within their business, but they can not choose any. They have to consider what made them successful in their first place. In the sense that what did their consumer audience want in the first place? And how can the brand still use these touch points but in a more diverse way, to maybe even attract a new target audience along the way. Some of the sections that brands consider when choosing the correct touch points for their target audience are: industry, target audience, product, service and so on.
With every new or revamped product or service brought to the market, the brand claims to fulfil the purpose of it being created. In the sense that the customer will gain a lasting impact from their purchase. The brand has to make sure that they do not just sell their product, but they make sure that the customer will want to come back in the future. Touch points are something that definitely help to drive customer loyalty. As customers always love something extra, along with what they have just spent their money on. It definitely makes them feel valued, and like the brand has in a way, personally thought about them as a loyal customer.
4 Touch Points for my Diorissimo Fashion Film
Pop-up Shop in Harrods
For Dior's first ever pop-up shop, they collaborated with a German artist, Anselm Reyle to create it in Miami's design district. This artist is known for his neon lights and foil paintings, and you could definitely see his input shining through the exhibition.
It was a 3,100 square foot development, that included an explosion of fluorescent colour and a wide variety of video scenes. This provided visual beauty for the customers and was a touch point in itself.
This was not all the pop-up shop had to offer. Dior continued to entice its consumers with a nail bar in the back of the salon with offered free manicures. They also offered a food truck outside which served French pastries and coffee. They also had small square tables outside, which were set up in a Paris café fashion. Finally, not to mention a rotating DJ providing the entertainment for the experience.
Dior manage to bring their Parisian elegance to any city the want to take over. They certainly know how to put on a show, delivering the full experience to the luxury fashion world!
This is something that I definitely want to achieve with my pop-up shop. I would like mine to be situated in Harrods, as this is a main heritage site to see in London. I feel that the essence of the shop embodies everything Dior stands for, and I feel that it would give people a great insight as to what the brand really is.
After researching I found out the Dior has already created an experience at Harrods from March 16th - April 14th 2013. But I still feel that this would be the perfect place to hold my pop-up shop because of how the store is connected to the brand.
"The inspired collaboration with Harrods not only draws attention to Monsieur Dior's relationship with the fabled department store but also affirms the house of Dior's continued high standards via creation and discernment."Guests got the chance to first and foremost view the a model of the Paris Dior headquarters. Before exploring an array of different displays, that focus on Dior handbags and their most famous scents.
Vintage pieces were brought to life with mannequins and sketches. There was also illustrations of the actual dresses worn by famous stars that include Emma Watson, Marion Cotillard and Jennifer Lawrence. Finally, Dior created an amazingly delicate experience with a pop-up dining experience called, Café Dior. They served a variety of dishes that showcase Monsier Dior's love for food; including lobster club sandwiches to a Dior afternoon tea.
"The Dior at Harrods windows will also highlight exclusive product created especially for the collaboration, in a truly inspirational presentation which celebrates Dior's love of London. We hope our customers will experience a fascinating journey through the store, unveiling intricate details of Dior's rich heritage and that they will be inspired and delighted by the collaboration."
My pop-up shop would be ultimately based around the re-release of Diorissimo. As this fragrance is seen as being very dated. I would want the exhibition to focus 100% on bringing the fragrance back to life, and trying to attract new target audiences.
My pop-up shop will consist of four rooms, so I wanted to create some beautiful logos for each of the rooms. I used a black and gold theme because these two colours are the main pallet on the Diorissimo bottle. I then used a serif style font for the name of each room. I then used a sans serif style font for 'at' on each logo. I used this font because it resembles the font that Dior use for the word 'Diorissimo'. Finally I used the official Harrods logo, for an authentic effect. I then created a gold drop shadow of gold text behind the black text to tie in with my colour scheme; allowing everything to be brought back the Diorissimo's visuals.
FIRST ROOM - Diorissimo Perfumery
The first room will be an experience of a life time in my opinion. There will be real perfumers, and the guests will get the chance to make their own form of the perfume in a miniature Diorissimo bottle. They will then be offered all of the key notes used within the fragrance, and will have the chance to create something new; but still containing a similar scent to Diorissimo itself.
Below is a piece of artwork that I created on Photoshop, where I designer an outline image of the Diorissimo perfume bottle. I designed them in black to once again fit in with my colour scheme, which is black, gold and white. By creating the bottles in plain black, it shows the bottle in an iconic light. In the sense that there does not need any text on the bottle - the outline shape is recognisable enough. These Diorissimo perfume bottle silhouettes will be used within this room as decor; they will be life-size and scattered around the room. Constantly reminding guests of the famous perfume that they are recreating.
SECOND ROOM - Diorissimo Memorabilia
The second room will be the heritage information that surrounds Diorissimo as a fragrance, displayed around the room. I will place memorabilia of the perfume in there. Such as: all of the different styles of bottles that have been used throughout the years. The original pieces of art work or illustrations that have been used to promote the fragrance throughout the years.
I would also have the story of how the perfume was created and the story behind its' meaning, showing inside a life-size bottle of the perfume. Below is a mock-up of the life-size bottle that I designed on Photoshop. Where the famous circle is on the bottle, is where an oval shaped screen will be implemented. It will play vintage clips of the fragrance's beautiful heritage; allowing guests to know more than ever before, about this under publicised fragrance.
THIRD ROOM - Diorissimo Selfie Wall
The third room will be a chance for the guests to indulge in the selfie culture, by posing in front of the Diorissimo Selfie Wall. They will also get the chance to win a competition by participating in doing what we as a generation do best - taking selfies.
FOURTH ROOM - Diorissimo Q&A
The fourth and final room is a chance for the guests to meet Raf Simons - Creative Director at Dior. There will also be a Q&A session with him.
Diorissimo Selfie Wall (including a competition)
Something that I think would be so effective in terms of just free promotion for Dior would be to create a selfie wall, but merging it with a competition too. I would like the selfie wall to be in the third room, at the Harrods Pop-up Shop.
I have designed my own Diorissimo logo sponsor wall on photoshop. I decided to create it in a black and white theme and include: the Dior logo, the hashtag that is required when posting their image and an outline image of the Diorissimo fragrance bottle. I decided to use this choice of images and text because they are all extremely relevant to Dior and Diorissimo as a brand. They also really help to drive the new Diorissimo fashion film and the competition.
After individuals have taken their selfie, they will be asked to post their image on either Instagram or Twitter, using the hashtag #DiorissimoHOM (HOM stands for Hall of Mirrors). This would then naturally promote the new fragrance. But it would also give the individuals an incentive, because there will be ten winners chosen at random (so a greater chance for them to win).
The prize is that they will get the chance to attend the release of the official screening for the new Diorissimo fashion film. This would be held in Versailles, Hall of Mirrors and they will get their flights and accommodation included.
I have also created my own mock-up of how the logo sponsor wall will look in my Diorissimo Selfie Wall room. I did this by getting a Google image and fusing my own design onto the back wall. This was important for me to do, as I think that visuals need to be displayed when creating a brand new experience.
Release of the Official Screening in Versailles, Hall of Mirrors
I want to have my new Diorissimo fashion film premiering at the Hall of Mirrors, Versailles. Although this was used to film the J'adore Dior fashion film it is constantly used for other elements of Dior's brand. For example Dior also carried out a short film in the Hall of Mirrors for their couture line. It was shot by a Dutch fashion photography duo, called Inez van Lamsweerde and Vinoodh Matadin. They are best known for their work with labels including Gucci, Chloé and Balenciaga and it features music by Depeche Mode.
As the home of Christian Dior was in Northern France, I feel that using this heritage based place is perfect. It relates to Christian Dior and Dior as a brand perfectly.
This event will only be available for fashion designers/insiders, creative industry professionals, press/media, bloggers, celebrities and competition finalists.
Diorissimo Q & A
I think that Dior being able to have a celebrity endorsement for the rebrand of Diorissimo is key. Having a known face promoting the brand is key for the product to become a topic of conversation. Although Dior is a brand that rarely needs any form of promotion, it is still a fantastic plus. As Diorissimo is seen as quite a dated fragrance, it would be great if a face that is associated with the perfume to bring it more up to date.
For the celebrity endorsement I would like to use is Raf Simons - Creative Director at Dior. I think it is so important for a brand to stay true to who they are. So having such an important face of Dior promoting the rebrand ties in well.
He will be in the fourth room in the pop-up shop in Harrods. This will be a once in a life time event for those who get invited to attend this room. This will only be available to fashion designers/insiders, creative industry professionals, press/media, bloggers and celebrities. Raf Simons will be there for one day only and will partake in a Q & A. It will give the guests a chance to feel a real sense of connection with the brand. This will also be a great opportunity for the brand, as the press/media will definitely want to be there to cover the event, on both television and print.
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