Dior in Selfridges

Visiting Selfridges was very beneficial for the research I want to find out. I was able to go into the store and ask sales advisor question about 'Eau Sauvage fragrance'

What is the most popular selling fragrance for Dior men?

The sale advisor highlight the competitiveness between 'Eau Sauvage' and Dior Homme were figures show that the sales are not far apart. She informed me that the fragrance 'Eau Sauvage' has been a great seller for Dior brand due to its history the smell is a unique manly smell. I then went on to ask what sort of man buys this product, she said many customers come along to look at the stand for another aftershave but more than likely leave with a bottle of Eau Sauvage. We smelt the bottle together and she spoke to me about how the product has not change because the consumer of the scent have been wearing it for years and its their trademark they don't want their smell to change. She also told me that the fragrance has a fairly young audience as well as business men aged 25+. 

When i first saw Dior the bold white graphics really stood out, the colour scheme was very powerful compared to other brands in the halls. You could tell by all the products that there is definitely a gold line being released for Dior. Sitting across from Dior was a high competitor Chanel which also stood out a lot in its concession, both of the counters have a stable brand image with the graphic logo light up, however Dior stands was more bold black and white. Both stores were very busy when I visited!

Dior has a counter in the beauty halls which sold fragrances, skincare and make-up/nail varnish but also had a small department selling accessories and jewellery. 

Dior is Selfridges was fairly large compared to other brands, they held an collective area were their was sofas and  big advertising screens showing the couture fashion market.