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 …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 …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