Transactions on Economics, Business and Management Research
ISSN: 2960-1789, eISSN: 2960-2254 | Volume 13
BMMFT 2024
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Analyzing The Impact of Marketing Strategy of Dior on Brand
Equity
Chenxi Li
*
Department of Business Administration, Yonsei University, Seoul, 03722, South Korea
* Corresponding Author Email: xlichen688@yonsei.ac.kr
Abstract.
This article, based on Dior's media and marketing performance during the Paris Olympic
Games, describes its marketing techniques in several scenarios. It investigates and explains
techniques for improving Dior's long-term brand image and value, allowing it to preserve its position
as a fashion industry leader using brand cognition and circle marketing theories. This research
sought to analyze the reasons for Dior's brief increase in brand image at the conclusion of the
Olympic Games and proposed three viable solutions. First, Dior worked with a sports image
ambassador to boost the brand's image and awareness. Dior should continue to work with well-
known figures to boost the brand's reputation, reinforce its own brand development, and continually
nurture a more distinctive and original brand image. Second, Dior should increase its brand value
through targeted content marketing and circle marketing techniques. Next, Dior should prioritize
diversity and creativity in content marketing, pay close attention to accurate positioning in circular
marketing, and establish differentiated marketing tactics to sustain its leadership and consistently
increase brand value. Finally, Dior should highlight its stylish performance at the opening and closing
ceremonies. To build long-term fashion leadership, Dior should combine luxury branding with art and
design. This study analyzes Dior's marketing strategy in the context of the Olympics and offers
recommendations for future growth.
Keywords:
Dior; Sports Image Ambassador; Content Marketing; Fashion Performance.
1.
Introduction
Paris, France, hosted the highly anticipated Olympic event this summer. As the fashion capital, Paris
luxury industries have taken advantage of the Olympic Games' global influence to showcase their
brands. Through sponsorship and cooperation, product design and innovation, marketing activities
and promotion, market layout and expansion, and other aspects of strategic policy preparation, the
Paris luxury industries are enhancing their brand value and expanding their market, demonstrating a
fierce and diversified state of competition.
With the backdrop of the Olympic Games in Paris, Dior, one of the world's top luxury brands, aims
to enhance its international influence and market competitiveness in various scenarios. This includes
implementing brand exposure and image display, engaging in creative activities and product
promotion, leveraging social media for marketing and interaction, and adhering to its marketing
strategy's brand values. Finally, at the end of the Olympic Games, the brand will present an elegant
image of a brief ascent.
Dior, as a luxury brand, not only attracts the attention of consumers in today's society, but it also
attracts the analysis of numerous scholars in the academic circle. For instance, Yang used Dior's
women's clothing as an exploratory object, examining the issue of design beauty through a theory
that embodies the essence of feminine elegance [1]. Moreover, Chen described Miss Dior's eau de
toilette using a metaphorical symbol of love. Call it a fragrance full of love—the pursuit of freedom,
rebellion, and bold love. Miss Dior is the first "fashion perfume" [2].
Despite the abundance of studies on the Dior brand, most of them delve into the topic of Dior brand
elements from a fashion perspective. In the just concluded Paris Olympic Games, Dior's marketing
strategy has undergone some new changes, but in the context of the Paris Olympic Games, there is
almost no exploration of the strategic policies made by Dior, thus,there is a certain research gap in
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this aspect. To address this research gap, this paper will investigate the marketing strategies employed
by Dior during the Paris Olympic Games, which resulted in the temporary enhancement of its brand
image and value.
This paper examines Dior's marketing strategy during the Olympic Games, examines the way Dior
faces market challenges, and offers valuable suggestions for Dior and other luxury brands to develop
more effective marketing and coping strategies in the future so that their brands can maintain a long-
term advantage in the global competitive market environment.
This research examines Dior's publicity performance in several Olympic Games scenarios as a case
study to illustrate events associated with Dior's strategic policy. Based on the observed phenomenon
and current state of this event, conduct a thorough analysis of how this event enhances the Dior brand
value, considering relevant academic theories. Afterwards, draw conclusions from the analysis and
offer Dior well-reasoned feedback and suggestions.
2.
Case Description
Dior is a well-known French fashion consumer brand that is affiliated with LVMH. Founded in 1947,
Christian Dior maintains its headquarters in Paris, France. Dior's exquisite fashion dresses, fragrances,
cosmetics, and accessories have made it a symbol of elegance and classic style. The Fortune Global
500 list has recognized the brand for its exceptional performance in the global market.
Dior's marketing strategy has evolved into a new trend of content marketing, complementing
advertising, online, offline, and digital marketing, as well as collaborations with well-known athletes,
to further enhance its brand image. The brand primarily targets high-end customers with its products,
prioritizing precision and efficiency. Finally, at the end of the Paris Olympic Games, it showcased a
graceful, noble, and delicate brand image through a short promotional campaign.
Two characteristics summarize Dior's publicity and marketing during the Olympic Games. One
strategy involves inviting well-known athletes as image ambassadors to align the brand with the
Olympics, while the marketing strategy aims to enhance the brand's image, enhance its value, and
lead the fashion trend.
On the eve of the opening ceremony, Dior preheated up the brand through various social media
channels, including advertising in the museum and cooperation with the media. As can be seen in
Figure 1 and 2, Dior brand Ambassador CHARLIZE THERON wore Dior couture series white silk
dress, Dior handbags and high heels to attend the Paris Olympics warm-up party; Dior brand
Ambassador Rosalia wore Dior 2025 early spring clothing series gold embroidered knitted dress, with
Dior lining and high heels to attend the Olympic warm-up party [3].
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Figure 1.
Charlize Theron [3]
Figure 2.
Rosalia [3]
The opening ceremony showed the integration of famous figures and the Dior brand. Figure 3
illustrates how Dior women's art director Maria Grazia Chiuri created a white silk dress for Celine
Dion, adorned with thousands of silver beads. On the first floor of the Eiffel Tower, Dion sang the
classic Edith Piaf song "Love Praise," marking her triumphant return [4]. Lady Gaga, with a black
feathered jacket and satin corset, salutes the French song and dance performer Zizi Jeanmaire.
Figure 3.
Celine Dion [4]
Outside the Olympic Games, Dior has carried out multi-dimensional publicity and cooperation. Dior
held a portrait exhibition of branded athletes as well as a new exhibition evoking the Olympics to
celebrate the close connection between brands and sports. The Cafe Dior of La Galerie Dior Gallery
displays a series of photos featuring the Dior athlete ambassadors and their respective specialized
projects. These works are very inspiring; they highlight the outstanding performances of the athletes,
pay tribute to their perseverance and self-transcendence, and combine fashion and sports, inviting
everyone to realize their dreams [4]. In the spirit of enthusiasm and freedom, these works inspire
everyone. As a renowned fashion leader, Dior is dedicated to delivering a luxurious beauty experience
to its customers. Figure 4 illustrates Dior's launch of the Dior Spa Cruise Experience in celebration
of the Paris Olympics. Dior offers three exclusive super luxury SPA cruises on the Seine in Paris,
providing guests with a unique beauty and relaxation experience. In the SPA cruise experience
activity, they collaborated with INDIBA to introduce a new Dior Frequency SPA care method. This
method combines Dior's luxury skincare concept with INDIBA's advanced technology, resulting in a
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range of effective beauty care products [5].
Figure 4.
Dior Spa Cruise [5]
The shine of Dior fashion at the closing ceremony. As can be seen in Figure 5, French singer Yseult
took to the stage of the Olympic closing ceremony to sing My Way with her distinctive artistic
characteristics. She wore a special New Look black silk dress made by MARIA GRAZIA CHIURI,
and the silk material is like a gentle glow, showing Dior's unique fashion art. Dior not only injected
fashion elements into the Olympic Games, but also delivered the brand's tribute to the Olympic spirit
[5].
Figure 5.
Yseult [5]
During the Paris Games, the number of fans on Instagram, Facebook, Twitter and other social media
platforms increased significantly, and the likes, comments and sharing of content and user
participation; many mainstream media and fashion magazines reported the activities during the
Games; and the brand logo, products or spokesmen frequently appear in news reports, TV broadcast
and social media hot search, increasing the brand exposure frequency, which greatly increased the
exposure of Dior. Unfortunately, the Olympic Games time is short, they are unable to estimate its full
impact, especially because there isn’t a lot of official data, the communication activity is the purpose
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of the development of the future Dior image, rather than promoting the new series, its goal is in the
global collective imagination of the brand into a symbol of French luxury and noble.
3.
Analysis on Problems
3.1.
Reason on Selection and Cooperation of Athlete Image Ambassadors
Dior chose to cooperate with sports image ambassadors during the Paris Olympic Games, which had
a significant impact on enhancing its brand image and popularity. Dior chose renowned athletes from
various countries to serve as image ambassadors, a decision that closely aligned with the Olympic
spirit, effectively penetrated the athlete fan base, and bolstered the brand's affinity and influence. For
example, as the image ambassador of the cooperation with Dior, Beatrice Vio Grandis has
successfully enhanced consumers' awareness and goodwill of the brand and increased the global
exposure of the brand. According to market feedback and media reports, sales of Dior sportswear
brands did increase significantly at the Paris Olympics.
Theoretically, cooperating with athlete image ambassadors can enhance the brand's image. Meng
Yuan, in his exploration of brands and their cooperation with sports ambassadors, applies the "event
marketing and brand cognition" theory [6]. He discusses the Oakes air conditioning during the
Hangzhou games, Malone's role as a quality life ambassador in product design, and the consumer's
intention towards brand recognition [6]. He confirms that choosing and collaborating with image
ambassadors can enhance the brand image [6]. Moreover, Xie looks into how credible a sports star
endorsement is in relation to brand assets [7]. He uses brand relationship as a mediating variable to
show the effect of sports star spokesperson credibility on brand relationship and brand assets [7]. He
also shows that consumers will have a stronger impression of the brand when a sports star
spokesperson is involved, which will increase brand awareness and influence [7].
3.2.
Reason on Content Marketing and High-end Customer
Through precise content marketing and circle marketing, Dior has improved its brand value. In the
brand athlete portrait exhibition and Dior SPA cruise ship experience activities held by Dior, the
brand conducted targeted promotion and communication for high-end customer groups through social
media platforms, which strengthened the uniqueness of the brand, attracted the wide attention of high-
end customers, and enhanced the influence of the brand in the high-end market.
Theory supports both Dior's content marketing and circle marketing. Li Lei, for example, explores
content marketing theory review and pattern analysis. Using "content marketing theory," enterprises
create and share valuable content to attract customers, convert potential customers into actual
customers, and turn ordinary customers into loyal customers through marketing activities. This
approach helps enterprises retain existing customers, cultivate new ones, and build a strong brand [8].
Another example is Chen Shijiang's view of the "technology era of interactive thinking led by circles,"
which demonstrates that using circle marketing theory can result in an improvement in brand value
[9]. Those who can participate in the Dior SPA cruise ships belong to a specific high-end customer
segment. For Volkswagen, these high-end circle customers are equivalent to brand ambassadors, who
maintain Dior's loyalty and attract high-end customers. Dior's precise marketing content plays a
crucial role in promoting its brand value. Because the brand value and the price of high-end customers
are equal, the brand value of Dior has risen to a circular shape.
3.3.
Reason on Fashion Performance
At the opening and closing ceremonies, Dior successfully blended the brand image with Parisian
luxury and art, thereby enhancing its global reputation. The performances of Celine Dion and Lady
Gaga in the opening ceremony and Yseult at the closing ceremony showed the fashion influence of
Dior, bringing the attention of hundreds of millions of audiences around the brand and proving the
fashion performance of Dior brand image building.
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The Dior brand, which aims to lead the fashion industry, has theoretical support. For instance, Cheng
Bin conducted a study on the image-building of luxury brands from a marketing and public relations
perspective, exploring strategies to enhance the brand's reputation [10]. Through fashion performance
in major events. Luxury enterprises can use marketing techniques such as event communication and
fashion concepts to build their brand image and lead the fashion to the brand. Simultaneously, as
culture evolves and incorporates various art forms, a natural interplay emerges between music and
costume design. The profound cultural connotation and rich expressive forms of music significantly
influence the color and pattern of fashion design. Li Yong explored how music influences color
expression and pattern design in costume design [11]. Celine Dion in a Dior dress, the classic Eiffel
Tower song "Love Hymn,” Yseult’s "My Way" in a custom New Look black silk dress, and their
singing and Dior costumes added an indelible color to Dior's fashion [11].
4.
Suggestion
4.1.
Establishment of The Brand Image
At present, the overall brand image of the luxury market is one of diversification, high end,
inheritance, and innovation. Conversely, within the context of high-end luxury brand marketing, Dior
has historically been associated with an elegant, noble, and delicate brand image. Based on the
aforementioned background, this article suggests that Dior, during the Olympic Games in Paris, made
a timely summary of their brand image, improved their marketing strategy, continued to collaborate
with renowned innovators, and, with the help of their public influence, enhanced their brand
awareness and reputation. At the same time, they strengthened their brand construction, continuously
created a more distinctive and unique brand image, and successfully realized their brand image.
This theoretical basis enables Dior to sustain the long-term and stable promotion of its brand image
through innovative collaboration with well-known figures, thereby strengthening its brand
construction. Zhang Jianing, for instance, conducted a study on the correlation between the celebrity
effect and business operations [12].
4.2.
Suggestions on The Promotion of Brand Value
In recent years, luxury brands' value has shown a complex state of overall steady but slowing growth,
accelerated digital transformation, and continuous improvement of brand value. During the Olympic
Games, Dior effectively enhanced its brand value through a carefully planned content marketing
strategy and a circle marketing strategy. Therefore, this paper suggests that, firstly, Dior should pay
attention to diversity and innovation in content marketing through high-quality graphics and video;
secondly, Dior should pay attention to the precise positioning of target groups in circle marketing,
understand the needs and preferences of different circles through market exploration and data analysis,
and then develop differentiated marketing strategies. This precise positioning enables Dior to better
reach target audiences and improve its marketing effectiveness.
The Paris Olympic Games effectively demonstrated how the combination of content marketing and
circle marketing can enhance a brand's value. Mention above of Li lei's "content marketing" [8]. Chen
Shijiang introduced "circle interaction thinking" [9]. Opinion is the theoretical basis. Therefore, this
paper suggests that Dior should prioritize storytelling, high-quality visual content, and user-generated
content in its content marketing strategy. This approach should focus on accurate positioning, target
scope, spheres of customization, and cross-border cooperation. By combining these strategies, Dior
can establish closer ties and interaction with various user circles, thereby maintaining its leadership
position and enhancing its brand value.
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4.3.
Suggestions on Embodiment of Brand Fashion
Nowadays, luxury goods reveal a fashion performance characterized by the deep integration of
culture and values, personalization, and customization. With its unique brand charm, Dior always
pursues elegance, innovation, and noble and delicate fashion goals.
In this case, the article suggests that Dior should combine the shaping of brand luxury with art and
music to achieve long-term fashion brand success.
At the opening and closing ceremonies of the Olympic Games, Celine Dion and Yseult dressed in
Dior exclusive dresses and long skirts demonstrated the perfect integration of product design and art.
This combination not only enhanced the connotation and image of the Dior brand, but also brought
more surprises and inspiration to the fashion and art circles. The integration of brand building and art
to realize the vision of leading fashion also has a theoretical basis; for instance, Xu Qian discussed
how the Rolls-Royce Bespoke 2022 advanced customization edition created the most delicate and
colorful art model [13]. Simultaneously, the amalgamation of brand and music, a hybrid form of
artistic expression, effectively communicates the fashion concept, emotional significance, and
aesthetic aspirations of the brand through the medium of emotional resonance. This combination also
provides consumers with a more diverse and personalized fashion experience, which can help Dior
achieve long-term fashion leadership for the brand.
5.
Conclusion
This paper, set against the backdrop of the Olympic Games in Paris, investigates Dior's marketing
strategy across various scenarios and delves into the question of why Dior maintains an elegant image
at the end of the Games. This paper provides a brief overview of the Dior brand's marketing
performance, starting from the eve of the opening ceremony, continuing through the opening
ceremony outside the Olympic Games, and concluding with the closing ceremony. It highlights the
brand's efforts to enhance its value through precise content marketing and circle marketing, with art
leading the way in fashion.
Through the above analysis, the image ambassador can enhance the brand image, content marketing
and circle marketing, image shaping leading fashion, and so on and other theories, to provide Dior
with the opportunity to improve the brand image, enhance the brand value, and lead the brand fashion
suggestions.
Combining the characteristics of a diversified brand image, complex brand value, and personalized
brand fashion in the current luxury market, Dior should first innovate with famous people in terms of
brand image building. At the same time, Dior needs to combine content marketing and circle
marketing to strengthen their brand construction, maintain the long-term stability of their brand image,
and improve their brand value. Firmly establish a close connection with the users of each circle.
Maintain a competitive edge and consistently enhance the brand's value. In the realm of fashion, Dior
aims to integrate its luxury brand with art and music to establish itself as a long-term leader in the
fashion industry.
Implementing these strategies will be critical for Dior to maintain its leadership position in the highly
competitive luxury market. This paper's analysis bridges the gap in understanding Dior's marketing
strategy in the context of the Olympic Games and offers valuable insights for future strategies that
could foster Dior's growth. Due to the short duration of the Paris Olympic Games, there is a lack of
official data and investigation on Dior's sales volume and influence during the Olympics, which has
certain limitations. This paper can compensate for this deficiency by adding more surveys to further
explore and collect public opinion and specific sales data.
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