|
 Tell
us something about the latest addition of a famous face to Dior.
We recently signed on actress, Sharon Stone as our brand ambassador.
So, all our communication material highlights the qualities —
beauty, sensuality, femininity and sex appeal that we associate
with the brand and her. In fact, the advertisements feature Sharon
wearing our star product; the special edition 38 mm Christal Chronograph
featuring pavé diamonds and black lacquer.
What made you choose Sharon Stone as your brand ambassador?
To us, Sharon is the star of the stars and embodies the values
of Dior — luxury, appeal, glamour and ultra femininity. All
these qualities made her the perfect ambassador for our brand.
 Do
you have any plans to appoint a brand ambassador for the Indian
market?
As a brand that enjoys a global image, we always strive to
associate ourselves with international faces. In terms of products,
we offer the same collection to every country.
On the other hand, when it comes to product endorsement, Dior in
India is appreciated by many of the celebrities. When they step
out wearing Dior products, they endorse the brand.
Tell us about the new collection and its inspiration.
Amongst our new products, we have the rubber collection. A
unique feature of this range is the rubber strap, which is inserted
with sapphire crystals. The flagship of this collection, the 38
mm chronograph Red Heart, is truly a masterpiece. This red-coloured
timepiece with a full set bezel is also available in black and white
variations. We were inspired to create a casual style while maintaining
the simplicity of the materials used.
Do you have any specific strategies to increase the brand’s
presence in India?
I will be travelling to Delhi in May for the launch of a new
campaign. In terms of product launches, we always follow the practice
of a single international launch. In India, we are trying to establish
a retail presence at the best places. As such, we are in the middle
of finalising a deal and I can disclose the details only after we
have absolute confirmation.
In The past year, Dior has modified its existing strategy to
develop a more luxurious brand image. Is this true?
Dior has always been a luxury brand. However, we have consciously
decided to include more jewellery in our product range. This includes
creating timepieces that express femininity and qualities of an
accessory.
Describe Dior’s positioning in the world of fashion.
We certainly consider ourselves as a fashion brand and believe
that we are at the top of that pyramid. In fact, the brand’s
origins are rooted in couture. The present-day luxury watch market
includes players like watchmakers, manufacturers, jewellers and
fashion houses. In this segment, we are a luxury fashion brand aiming
to build on the luxury aspect and find a niche in this market.
Who are your competitors? How do you compete against them?
Our competitors are brands like Chanel, Chopard, Cartier and
any others that produce really inspirational timepieces for women.
We compete with style, which makes all the difference.
Define the qualities of a Dior timepiece.
A watch that expresses luxury, avant-garde qualities, innovation,
femininity and glamour.
|
.gif){kind=small}
