LVMH: Dior Fragrances
Dior has over 50+ locations nationwide in Macy’s department stores. Presentation of products and merchandise, especially concerning those of the latest fragrances, make-up, and other beauty products is vital to the Dior / LVMH brand as well as Macy’s.
LVMH requested brand development for Dior Fragrances. LVMH requested a series of planogram options for the Macy’s Herald Square location in New York as well as 20 other locations nationwide to launch the latest fragrances (including Miss. Dior and Sauvage) & ad campaigns featuring Johnny Depp and Charlize Theron.
& Materials Used
For the creative direction of the planograms, we did research on the store philosophy of Macy's and the brand guidelines of Dior. We also did on-site observation and research. Tools used to create the planograms were:
+ Adobe Illustrator
Vision & Concept
The concept was to feature new fragrances and campaigns, making the posters and in-store ads within the vision of customers passing by to other brands.
Featured products became 30% more likely to be sold than that of the products that were not strategized and prominently displayed.
YLM ended up curating more than 30 Dior displays for Macy's.