Classic calm yet joyful music to focus on the voice and the narration and the image rather than the background sound. Although the background music leverages as means to create the atmosphere needed to associate with nature and evoking positive emotions (feeling of nostalgia towards “mother nature” as Christian Dior was born in the countryside and plants played a big role in his life).  

Classical music is like a signature music genre for Dior videos

 

 

 

Reasoning for visual choices 

 

On YouTube Dior is very active when it comes to exposing the origin of Dior perfumes’ components. The brand creates beautiful visually rich videos depicting natural setting and people who work it this setting (harvesters) when growing & sourcing plants for the further use during the perfume’s creation. However, when it comes to fashion and leather goods the utmost stage on the supply chain (from the final product) is its creation in atelier or inspiration videos-interviews with the people behind the production.

 

Taking into account that Dior scored 1% at the Transparency part in the Higg Index 2021, the brand should pay attention to bringing its sustainability goals from paper to action and actually manifesting their processes and sources for the purpose of retaining eco-conscious customers and gain the new ones. Although Dior is already known and respected for its beautiful heritage & values, passion for flowers, impeccable design, female-centred ideology (Dior Femme) etc., Dior should make sure to translate some ecology values too as it is crucially important nowadays.

 

-       Big city buzz. Everything is on the go. Life is dynamic (first part of 1/2 of the video)

-       Return to the roots (natural landscape, harvesting, fibre sourcing) (second part of the 1/2 of the video)

-       A balance of digitally created images and figures and actual videos/photography 
- In the last part of the 1/2 of the video there will be more graphics and digitally drawn figures to show the product in detail and explain visually better how it works.

Service offered by luxury brands to source vintage pieces for consumers of high income & value rare and unique pieces etc

Benefits consumer by: cutting out “middle man”, assures authenticity & no chance of being scammed, saves time if client would have otherwise have to find item themselves, appeals to new market (those wanting vintage pieces but with a luxury experience to go alongside) 

Emphasis on exclusivity & rarity consumer would want when purchasing luxury item

Makes the brand more sustainable, offering  pre-owned pieces & promoting extending product life cycle