CHANEL
With 7.9% of the marker share for prestige fragrances and perfumes, Chanel is the global leader in the industry (Global Industry Analysists, Inc, 2016). One of their products, Chanel No 5, is not only the brand’s oldest—with a 90-year history— and most popular product, it is also the most sold and most popular perfume of all time (Briot, 2015, p.117; Edmond-Sargeant, 2014). Chanel’s strength and uniqueness lays in its long history as a perfume producer as well as in the iconicity of the brand’s founder, Coco Chanel (Briot, 2015, p.118). Chanel compares to Dolce & Gabbana in the sense that it plays as much on its “Frenchness” as Dolce & Gabbana showcase its “Italianness” (Briot, 2015, p.120).
DIOR
As of 2016, Christian Dior’s brand held 5.2% of the shares in the prestige perfume market, putting the brand in a better position (Global Industry Analysists, Inc, 2016). Throughout the years, the brand has become equivalent with luxury and good taste (“Christian Dior S.A. History “, n.d.)It is not surprising, therefore, that Dior won four awards at the 2016 Fragrance Foundation Awards (“The Fragrance Foundation Awards 2016: The Winners”, n.d.). In comparison, Dolce & Gabbana has only received one award for its perfume Light Blue (“The Fragrance Foundation Awards 2016: The Winners”, n.d.). While Dior has not released more perfumes and fragrances than Dolce & Gabbana—whether it is perfumes for men or women—, the brand has released a variety of products that all have distinctive scents that qualities; hence, Dior claims to fit every occasions, whether one spends the day in the office or a night out (Grey, 2013). Dior also has a longer history in the perfume industry than Dolce & Gabbana; the company started to make perfumes as early as 1946, almost five decades before Dolce & Gabbana (Grey, 2013). One of the most unique qualities of Dior is that it does a lot of the production process manually, paying a lot of attention to details –such as the famous Dior bow on the bottles which the customers love (Dior, n.d.). 6. Positioning Dolce & Gabbana positions itself as both elegant, yet sexy and modern. I believe they chose to position themselves as elegant because, while they are not the first fashion and beauty company to rely on the Italian charm, they are often credited as “the inventors of a Mediterranean style that draws its inspiration from the Sicily of Luchino Visconti’s 1963 film The Leopard” (Reinach, n.d.). Indeed, they often tap …show more content…
Indeed, the video plays out like a lot of other perfume ads do. Indeed, like in Dolce & Gabbana’s advertisements, a lot of perfume ads showcase a beautiful woman being admired either by a crowd or by a man; the product—the perfume bottle—is also absent from the advertisement until the few last seconds (“Perfume Advertisements”, 2016). If it was not for the fact that “Dolce and Gabbana” is written at the beginning of the advertisement, it would be hard to guess what the advertisement was trying to sell. Even then, knowing Dolce & Gabbana sell various products, there is almost no hints that the commercial is trying to sell a fragrance, besides the appearance of flowers, representing the floral scent of the perfume. While I believe the concept of the advertisement is interesting, it could have been interpreted and filmed in a more original way in order to truly set this ad apart from those of Dolce & Gabbana’s
With 7.9% of the marker share for prestige fragrances and perfumes, Chanel is the global leader in the industry (Global Industry Analysists, Inc, 2016). One of their products, Chanel No 5, is not only the brand’s oldest—with a 90-year history— and most popular product, it is also the most sold and most popular perfume of all time (Briot, 2015, p.117; Edmond-Sargeant, 2014). Chanel’s strength and uniqueness lays in its long history as a perfume producer as well as in the iconicity of the brand’s founder, Coco Chanel (Briot, 2015, p.118). Chanel compares to Dolce & Gabbana in the sense that it plays as much on its “Frenchness” as Dolce & Gabbana showcase its “Italianness” (Briot, 2015, p.120).
DIOR
As of 2016, Christian Dior’s brand held 5.2% of the shares in the prestige perfume market, putting the brand in a better position (Global Industry Analysists, Inc, 2016). Throughout the years, the brand has become equivalent with luxury and good taste (“Christian Dior S.A. History “, n.d.)It is not surprising, therefore, that Dior won four awards at the 2016 Fragrance Foundation Awards (“The Fragrance Foundation Awards 2016: The Winners”, n.d.). In comparison, Dolce & Gabbana has only received one award for its perfume Light Blue (“The Fragrance Foundation Awards 2016: The Winners”, n.d.). While Dior has not released more perfumes and fragrances than Dolce & Gabbana—whether it is perfumes for men or women—, the brand has released a variety of products that all have distinctive scents that qualities; hence, Dior claims to fit every occasions, whether one spends the day in the office or a night out (Grey, 2013). Dior also has a longer history in the perfume industry than Dolce & Gabbana; the company started to make perfumes as early as 1946, almost five decades before Dolce & Gabbana (Grey, 2013). One of the most unique qualities of Dior is that it does a lot of the production process manually, paying a lot of attention to details –such as the famous Dior bow on the bottles which the customers love (Dior, n.d.). 6. Positioning Dolce & Gabbana positions itself as both elegant, yet sexy and modern. I believe they chose to position themselves as elegant because, while they are not the first fashion and beauty company to rely on the Italian charm, they are often credited as “the inventors of a Mediterranean style that draws its inspiration from the Sicily of Luchino Visconti’s 1963 film The Leopard” (Reinach, n.d.). Indeed, they often tap …show more content…
Indeed, the video plays out like a lot of other perfume ads do. Indeed, like in Dolce & Gabbana’s advertisements, a lot of perfume ads showcase a beautiful woman being admired either by a crowd or by a man; the product—the perfume bottle—is also absent from the advertisement until the few last seconds (“Perfume Advertisements”, 2016). If it was not for the fact that “Dolce and Gabbana” is written at the beginning of the advertisement, it would be hard to guess what the advertisement was trying to sell. Even then, knowing Dolce & Gabbana sell various products, there is almost no hints that the commercial is trying to sell a fragrance, besides the appearance of flowers, representing the floral scent of the perfume. While I believe the concept of the advertisement is interesting, it could have been interpreted and filmed in a more original way in order to truly set this ad apart from those of Dolce & Gabbana’s