![]() Our clothing and our sense of style "speak" even before we do. It’s no secret that the clothes we wear can make or break a first impression. THE ART OF FASHION Trendy Women’s Fashion - Women’s Tops, Dresses, Bottoms, & More Online “We are nurturing our visibility by doing these types of events.”Ĭomments, questions or feedback? Email us at. “Everything we do in terms of increasing visibility, because it’s the engine of the sales of tomorrow,” Beccari said. In line with the takeover the brand will also release Harrods-exclusive products, from Dior pumps and Book Totes in new colourways to a new capsule from Dior menswear designer Kim Jones, and the Miss Dior chairs, imagined by artists Philippe Starck for Salone del Mobile, will be shown in preview and available for pre-order.īeccari and Dior brand ambassador, tennis star Emma Raducanu, will officially open the Dior x Harrods experience in a ribbon cutting ceremony on Thursday evening, followed by what promises to be a star-studded launch with cocktails and dinner. The second is dedicated to gift shopping, featuring a series of printed T-shirts, Dior homeware and knitted sweaters. The first will include iconic products like the Lady Dior bag, which moves up and down a conveyor belt. Dior has a permanent museum, La Galerie Dior, within its Avenue Montaigne flagship store, which tells the story of the iconic atelier.ĭior will add two pop-up stores for the holidays. Beccari is fascinated by the synergies between exhibitions and retail. The exhibition, accessed via an escalator from Dior’s new ground floor retail space, tells the origin story of Dior in an immersive audiovisual experience, featuring miniature versions of Monsieur Dior’s Granville home, La Colle Noire (the birthplace of Dior perfumes), and the brand’s 30 Montaigne atelier, constructed from what looks like gingerbread and icing. Dior cookies and a menu inspired by Mr Dior’s cookbook are also social-first moments. The cafe space, spread over a ground floor and mezzanine and completely constructed from (resin replica) gingerbread and outfitted with a spun-sugar chandelier is another key moment for social reach. “And Dior have really taken this to a new level - it is without doubt the most exquisite store takeover we have ever done, with every aspect designed to stimulate the senses.” “The holiday season at Harrods is always so exciting and sensory it provides the perfect backdrop for brands to indulge in fantastical and imaginative ideas,” says Ward. I believe this exhibition will have a worldwide impact, which is always what we aim for.” Dior will measure the success of the takeover based visibility and image, focusing on social media impression and press reaction first and foremost, Beccari says, “I believe that people will speak loudly about this and this is what we care most about, but of course, there will be sales, I hope, to compensate the investment we made.” “Harrods is one of the most iconic locations that we have, not only in England, but in retail worldwide. Today’s focus is celebrating the heritage of Dior and its long standing relationship with Harrods, creating a worldwide ripple effect of brand awareness and fidelity. The market has changed dramatically since then, Beccari agrees. At the time, then-chief executive Sidney Toledano told The New York Times that retail partnerships were necessary to “compete with the chains and the high street”. We want to celebrate the festive season in a way that only Harrods can, through providing pure escapism.” Creating visibility and worldwide appealīack in 2013, Dior did a takeover of the Harrods exterior, then its biggest retail partnership. “While the macro-economic climate is undoubtedly troubling, we know that the demand for luxury remains strong - whether it be a special gift or an escapist experience. “Experience has always been the differentiator in luxury retail, whether it be through authority in product, your expertise in craft, or providing pure theatre,” says Harrods CEO Michael Ward. ![]()
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