It’s the assignment of luxury class. No more than 5 pages
Read the case below and answer the questions in the final page:
What do female of the end 90’s want? Consumer needs in terms of perfumes? Is the concept of beauty/femininity cross cultural ?
What do competitors do ? which ones are successful
Is there a consistency between each of the Dior lines launched those past ten years? Looking at the different communications, is there any clear picture of the Dior woman today?
What are the ethics and aesthetics of the brand, What is the brand DNA? How could it be used in a way which would be relevant to the times yet stay true to its past?
To what extent could this ethic justify the whole concept?
How could you show a clear linkage between this ethic and the name/scent for the next fragrance?
To what extent could this ethic justify the shape of the bottle for the next fragrance?
How could they visualize who this j’Adore woman was? What did she look like? How could they convey their message?
