Dior makes over its POP

In order to promote its new fragrance, Ms Dior Cherie L’Eau, luxury brand Dior has begun a new retail concept which adds a unique and elegant twist to the usual point of purchase stands in Boots stores.

In a recent article from ‘In Store News’, Dior’s merchandising manager Nathalie Coloigner said:

“We approached MAD to create a visually impactful POP that would help transform Boots’ generic towers into eye-catching, qualitative and elegant selling units.”

Mad About Design developed new Point of Purchase tower units along with mini selling sites for staff. It’s important for luxury brands to stand out against the competition, particularly during the financial strain when many are opting for cheaper alternatives.

It is also interesting that luxury brands are choosing to branch out from traditional in store promotion strategies and explore more exciting avenues.

Hopefully we will see more experimentation when it comes to Point of Purchase ideas which could change retail experiences in areas which usually don’t push the boundaries.

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