×
292
Fashion Jobs
FABINDIA OVERSEAS PVT. LTD.
Retail Planner
Permanent · NEW DELHI
SELECTIVE GLOBAL SEARCH PVT. LTD.
Business Development
Permanent · NEW DELHI
AJIO - RELIANCE INDUSTRIES LTD
Sales Officer
Permanent · KARIMNAGAR
AJIO - RELIANCE INDUSTRIES LTD
Sales Officer
Permanent · MIRYALAGUDA
AJIO - RELIANCE INDUSTRIES LTD
Sales Officer
Permanent · KOTHAGUDEM
AJIO - RELIANCE INDUSTRIES LTD
Sales Officer
Permanent · NAGARKURNOOL
LIFESTYLE BRANDS
Area Sales Manager Bangalore
Permanent · BENGALURU
HIRING STUDIO
Chief Financial Officer
Permanent · HOSAPETE
RJ CUBE STAFFING SOLUTIONS
Storekeeper
Permanent · DELHI
ORIENT CRAFT LTD.
Production Incharge
Permanent · NEW DELHI
GETNATTY DESIGNTECH PVT. LTD
Business Development & Sales Specialist
Permanent · MUMBAI
CONSULT IN INDIA
Area Sales Manager- (South & West Region)
Permanent · Kota
ADECCO INDIA PRIVATE LIMITED
e Commerce Executive :Garments Company:Kolkata
Permanent · Kolkata
NCDI PLACEMENT CONSULTANCY
Sales Coordinator (Male) For Leading Retail Store
Permanent · Lucknow
2COMS CONSULTING PVT LTD.
Area Sales Manager Knitwear/ Innerwear
Permanent · Mumbai
SEARCHLIGHT HR SERVICES PVT. LTD
Sales Manager- Fragrances
Permanent · Chennai
KEYSTONE CONSULTING PVT LTD
Business Development - Textile Company
Permanent · Coimbatore
JOB SEARCH
General Manager - Mumbai & Delhi Exp in Textile Testing Industry Only
Permanent · National Capital Region
JOB SEARCH
sr. Executive - Accounts & Finance - Vile Parle
Permanent · Mumbai
CAREER CROSSWAYS
Export Marketing Manager
Permanent · Ahmedabad
TEJASWI SERVICES PVT LTD
Business Development Executive
Permanent · Mumbai
FABRIC AID INDIA PVT LTD
Accounts Manager
Permanent · National Capital Region

Dior keen to amp up high-tech social media efforts

Translated by
Nicola Mira
Published
today Sep 19, 2018
Reading time
access_time 3 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

In 2015, Dior introduced a virtual reality headset which enabled its store customers to experience the backstage atmosphere of Dior’s catwalk shows. Since then, the couture label owned by the LVMH group has shifted to a higher gear. In addition to more high-tech feats, Dior also stepped decisively into the social media arena, through a plethora of initiatives concocted by a dedicated communications team.
 

The new augmented reality initiative launched by Dior on Facebook - Dior


The latest initiative has been deployed by Dior Couture, which recently introduced an augmented reality filter on its Facebook account to promote the launch of the new DiorColorQuake sunglasses. The luxury label developed the filter in partnership with Facebook and advertising special effects specialist The Mill. The filter allows Facebook Story users to virtually try on the Dior sunglasses in their five different colours.
 
To heighten the fun, the filter can also be used together with a friend through the ‘tap to quake’ functionality, which plunges online users into a virtual collage of posters themed around the label’s catwalk show last February and the ready-to-wear collection for the Autumn/Winter 2018-19, mixed with slogans from the May 1968 student demonstrations in France.

“Developing this filter was a huge undertaking for Dior, in close collaboration with Facebook and The Mill agency, to become one of the first luxury labels able to deploy such effects. This is a prime example of how fashion and digital technology can work together, using a social media platform as the springboard,” commented the label’s digital team.

Another initiative which sparked a major social media buzz was the return of the Saddle Bag handbag, reinterpreted by Dior’s creative director Maria Grazia Chiuri 20 years after it was created by John Galliano. The handbag’s social media launch on July 19 generated more than 10,000 posts and nearly 6.2 million comments, equivalent to an earned media value - the value of the brand’s free visibility on social media - of $4 million, according to Tribe Dynamics, an agency specialised in measuring social media engagement and returns for lifestyle brands. “From the first week of the launch, Google searches increased by more than 300% compared to the previous year,” said Dior.

Nothing in comparison to the huge social media hype generated by the September 1 wedding of Italian rapper Fedez with Chiara Ferragni, the renowned fashion blogger and influencer who chose Dior for her wedding dress. For the luxury label, the Fedez -Ferragni nuptials generated more than 3 million likes and over 2 million page views, with a total reach (the number of people reached by the posts) estimated at 39 million.


Dior’s Creative Director Maria Grazia Chiuri designed Chiara Ferragni’s wedding dress - Photo: Dior - Instagram



“This wedding generated more buzz than the royal wedding of Meghan Markle with Prince Harry,” said Dior, which benefited from a media exposure worth an estimated investment of $5.2 million, according to Launchmetrics, the French-American firm specialised in marketing analytics for the fashion and luxury markets.

Like many other luxury brands, Dior is increasingly relying on social media influencers. The most popular among them guarantee in fact a quantifiable advertising investment return, at costs that are still far below those of print media advertising. Such social media stars, with millions of followers, enable brands to tap a broader clientèle, notably the younger generations, who are much keener on their smartphones than on glossy magazines.

As Dior said to FashionNetwork.com, “the maison will continue to develop digital initiatives in the future. The three instances above are just the start of a spate of future projects to come.”

Copyright © 2019 FashionNetwork.com All rights reserved.