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Dior goes against grain with one app per line

May 4, 2011

Les fleurs

French fashion house Christian Dior has recently released a fifth mobile application for Apple customers, but it is hard to tell if this multitude of apps is truly helping the brand or taking away from selling opportunities.

While most brands have one app that they update, others opt for separate entities for fragrance, perfumes and cosmetics. However, this app-per-line tactic could take away valuable business and confuse customers.

“We have found that that a luxury brand should have one single app per device platform,” said Dan Lowden, vice president of marketing at Digby, Austin, TX. “The reasons for this is that consumers may become confused about which app to download, if there are multiple ones.

“Also, luxury brands have the opportunity to introduce multiple product lines to a customer within a single app, offering [cross- and upsell] opportunities,” he said.

Mr. Lowden is not affiliated with Dior. He agreed to comment as a third-party industry expert.

Dior’s other apps include a regular branded app, DiorAddict Messenger (see story) and Chiffre Rouge. These focus on apparel, cosmetics and watches, respectively.

Appetizing
One of the most recent Dior applications is for the iPhone. It is focused around the brand’s fragrance, Miss Dior Cherie, and stars actress Natalie Portman.

Similar to the rebranding tactic that Dior took with its Web site and Facebook app post-Galliano, the brand has created the app to mock that structure (see story).

The Miss Dior app opens with an elegant branded box. Users can swipe their fingers across the screen to tip the box over and spill its contents.

Consumers are either shown a video, information about the fragrance or pictures from the campaign video photoshoot.

dior-parfum

Miss Dior Cherie app

App visitors can browse through these sections, as well as listen to the music from the campaign.

The most recent iPad app is the Dior Diary. Cosmetic-centric, this calendar app lets consumers plan out their days and advertises Dior products.

There are also daily fashion pictures and “stickers” that consumers can put on their calendars.

However, Dior could have easily merged the two apps and possibly have had better selling opportunities because of it.

“Luxury brands have a great engagement opportunity with consumers through their branded rich app,” Mr. Lowden said.

“By categorizing the different products, offering an easy search capability and deep linking for easy navigation, the luxury brand can help the consumer find exactly what they are looking for,” he said.

Low down on downloads
Apps are an invaluable resource for brands looking to find a place in mobile.

Although it may not help cross-sell products, different apps for products can focus specifically on one product and truly engage consumers.

dior-iphone-apps

Dior iPhone apps

The regular Dior branded app relays news, new collections, films, fashion shows and apparel and accessories.

DiorAddict Messenger allows consumers to email or Facebook kisses to friends and family. It also details the Dior Addict lipstick product line.

Chiffre Rouge by Dior Homme is a French app that allows customers to explore a branded timepiece.

Even still, if an app focuses on one product, consumers are more likely to buy the product if they went through the trouble of downloading it in the first place.

“Consumers can see full product descriptions, rich photographs and even product videos describing the product’s uniqueness,” Mr. Lowden said. “All of these experiences lead to a deep and engaging mobile experience whether the consumer is at home, traveling or even in a store.

“Through these efforts, the luxury brand can create a very personal relationship with their customer, creating a very loyal following,” he said.

Although apps are the only presence that brands should have in mobile, it is a good place to smart.

Most apps do not require Internet or WiFi after the initial download, and consumers can look at products on-the-go.

Since mobile is such a growing industry, brands can incorporate commerce into apps so that customers can buy small things such as cosmetics or fragrances.

“Luxury brands who look at mobile as a strategic new channel that also complements their catalog, ecommerce and retail store channels are being the most successful,” Mr. Lowden said.

“Looking at mobile strategically means offering a mobile-optimized Web site and rich apps for their most loyal customers, so that unique and engaging experiences and offers can be presented to the consumer,” he said.

“This cannot be delivered through a tactical experiment through a transcoded mobile Web solution, or a cut-and-paste from the brands ecommerce site.”

Final Take
Rachel Lamb, editorial assistant on Luxury Daily, New York

Rachel Lamb is an associate reporter on Luxury Daily. Her beats are apparel and accessories, arts and entertainment, education, food and beverage, fragrance and personal care, government, healthcare, home furnishings, jewelry, legal/privacy and nonprofits. Reach her at rachel@napean.com.