Dior X Jeff Koons

2022

DiorXJeff koons

NFT event Proposal

Contents

1. Why Dior? Mission statment

5. PhysicalPromotion

7. digitalPromotion

2. Who is jeff koons? why?

3. target audience

7. Revenue

4. The collaboration

8. plan b

Why dior?

• Dior's growing turnover and huge profits for LVMH
• According to the research by Luxe Digital, Dior ranked second for The 15 Most Popular Luxury Brands Online In 2022, highest among LVMH
• Dior still has a lot of room to explore in the NFT field
• The tonality of the brand fits in with today's hot social topic >gender claim
• Not only need to meet the diverse needs of consumers, but also need appropriate innovation to keep up with the changes of the digital age

Why ?

Mission statement

• Gender equality e.g. Dior and UNESCO co-oraganised the project “Dream for change”
• Individuality (dressing up to please others)
• Sustainability, placing environmental issues at the forefront

Who is jeff koons?Why?

Jeff Koons

• Famous at pop art & minimalism
• A significant artist in this industry
• High in artistic value
• Representable pop artists
• The rise and the reservation in values of the nft pieces
• The most significant works: the balloon animal sculpture
• e.g. dog and rabbit
• Well-known in making animal figures

Why did we choose Jeff Koons?

• Launch a zoo series of nft so to portray the different possibilities in each individual

Controversial At first

• Different kinds of themes, e.g. the bouquet of the tulips
• Style of his art is bold
• Echoes with our project: thinks out of the box and produce revolutionary nft products
• Theme: gender equalityand individuality
• Controversial as well
• Convey diverse possibilities in females and the different faces of females could have

Jeff Koons' Target audience

• Like collecting luxury goods and collectibles
• Jeff Koons' works have a bargaining power in the market
• e.g. “rabbit” sculpture sets 91.9 million records

Uniqueness

• Uniqueness is the key thing that makes nft valuable
• No similar substitutes
• Reserve the value of the collectibles

target audience

Target Audience

Region:

• Mainly in developed regions & high-end city

Age group:

• Gen X, Millenials and Gen Z

Similarities:

• People who pursue high-end services and special treatment
• Fashion-conscious individuals who want to own luxury goods and realize investment value

Target Audience

The collaboration between Dior & Jeff koons

The nft

the "JPeg"

• A set of 12 animals
• Only 50 sets will be sold

"Balloon swan"

"Balloon dog"

"Balloon Bunny"

"Balloon monkey"

The design

How can the products match with the buyer?

"Web 2.5"

Physical products

Exclusive to NFT buyers

T-shirt

• Unisex
• Easy to match the outfit
• The design will be presented in the form of embroidery

Perfume

• Unisex
• La Collection Privée Christian Dior
• Refill

Special Collection

• Balloon Animals as patch work on Dior's signature saddle bag
• To reduce cost
• Special edition saddle bag will be produced based on the designs of four Balloon Animals NFT which have the best reviews

Sponsorship from Tiffany & Co.

Necklace Charms

• Tiffany & Co. is also a company under LVMH
• In the form of sponsorship
• The revenue they made will be divided with Dior in 4:6 proportion
• The sponsorship also works as a promotion

Digital:Partnership with Roblox

• Digital form of the t-shirt to dress up the characters
• Digital perfume will be applied as an accessory to gain extra experiences
• Balloon pet as accessories for the Avatars on Metaverse

• Buyers will be able to wander around the virtual land

Promotions in the physical world

Billboard Advertising

• Place billboards in high traffic areas, e.g. MTR stations, bus stations and outside big shopping malls
• Incorporate QR codes which link to the NFT site
• Incorporate interactive Augmented Reality (AR) technology

Public Balloon Animal Art Exhibition

• Collaborate with AllRightsReserved
• Display one unique balloon animal on 12 different places, such as the U.S., Italy, Germany, and South Korea
• Seek sponsorship from local government

Promotions in the Digital world

Social media

• Add an appealing description
• Include some NFT artwork
• Allow potential customers to get a clear and fast overview

facebook

Discord

twitter

instagram

Promotions on Metaverse

Parallel Marketing

PARTNERSHIP WITH EXISTING METAVERSES

• Establish Diorland in video games to parallel what Dior does in real life

• Collaborate with Roblox, which has more than 50 million daily active users and nearly 10 million developers on the platform
• Ensures steady participation and support from consumers

Parallel Marketing

Virtual Showroom

• Our complete collection of clothes, accessories, perfumes and bags will be on display in our immersive virtual showroom, where users can view, try on, and purchase digital Dior items
• Roll out our up-to-the-minute products concomitantly in the physical and virtual world

Direct-to-Avatar (D2A) Commerce

• Online identities play a crucial role in the metaverse, where avatars represent people
• Considering the increasing in-game spending trends, we will sell digital products targeted at enhancing user’s avatars, e.g. perfumes that can boost their levels
• Pets that have special power and perks will also be offered to NFT buyers exclusively

Unique collectibles

• Offer special limited-edition items for NFT buyers only, along with physical items as a whole packag
• Consumers tend to hunt these exclusive collectibles down to enjoy a “special” status for obtaining them
• Allow spaces for customization and personalization – users can tailor their clothes and perfume by adding their names and decorations.

Revenue

cost

Total:USD $33,096,000

Income

Total:USD $86,100,000

net profit:USD $53,004,000

plan b

plan b

Introduce new merchandise

• Belt with Balloon Animal Buckle

“Individuality will always be one of the conditions of real elegance.” ~ christian dior

THANK YOU!

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T-shirt

• Unisex
• easy to match the outfit

Sponsor from Tiffany & Co.

Necklace Charms

• Tiffany & Co. is also a company under LVMH
• In the form of sponsorship
• The revenue they made will be divided with Dior in 4:7 proportion
• The sponsorship also works as a promotion

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AUTHOR'S NAME

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Currently, more than 190 countries use Genially to create incredible content.

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THANK YOU!