Interview Dior

We tried to understand customer emotion towards Dior by asking them about their emotional attachment with Dior.

Q) What is your name?

A) My name is Robert Miller.

Q) Where do you come from?

A) I come from California, United States.

Q) What do you do?

A) I work towards my family business of Import/Export.

Q) How passionate are you with Perfume Industry?

A) I am a perfume enthusiast and have using perfumes like Le Labo Santal, Armani, Gucci, Jo Malone, Dior etc. I read a little about these brands and it fascinates me to see what marketing strategies they use.

Q) Have you ever used Dior Sauvage?

A) Yes, I have been using Sauvage Original since 2014 and I personally love the smell. According to me, It’s a must have perfume for men.

Q) Were you aware of the Johnny Depp campaign which came out in 2019 and the controversy around it?

A) Yes, I am aware about the controversy. I know all about the enragement which happened because Dior choose Johnny Depp to be the Brand Ambassador of Sauvage. Quite frankly it did upset me when such a reputed brand like Dior made this mistake and reluctantly made a fancy advert.

Q) Did it change your perception towards the brand?

A) Honestly, NO. Even though I thought Dior should have anticipated this controversy and taken right measure to avoid it, it did not changed my brand/product perception. I have been using the product for a long time and I Loved it. I don’t think I could have given up on the product just based on the controversy.

Q)How did you feel about Johnny Depp being casted for this Advert?

A) I was shocked. Like most Americans, I did not knew that he belonged to the Comanche Tribe, hence I did feel bad after seeing the advert. It was not until later when the campaign was pulled off by Dior and official proofs were released about Depp’s acceptance in the Indo-American tribe that we believed it. I agree we should have known about it before making a big fuss about it but in our defense, How could have we known?

Q) Did the controversy change your Purchasing decision?

A) For a brief moment, it did. For almost a week of release and heated debate going on, I did not felt like buying the product. It almost felt like Dior did not care about American Culture and they wanted to sell more. But after a week when things cooled down, I tried the product and it was irresistible. Dior had once again proved why are they Industry leaders. It felt Spicy but also Floral, I liked it soo much that I immediately bought it.

Q) Did you watch Dior’s new advert with Johnny Depp which released on September 2021? What did you think about that?

A) Yes, I did. First let me point out that Johnny and Amber’s Court case has been a buzz in the news since a long time. And I personally supported Depp after knowing his side of the story. But hearing about how the entire industry left him alone was kind of sad. Even Disney took away his future projects. In such a tough time, Dior stood by him. I was impressed by Dior by that action alone. A lot of Americans who supported Depp felt the same way. And when the new advert came out, everyone including me accepted it whole heartedly. I feel Dior’s timing was great. It did increased the brand trust as well, and I am sure they hit the expected sales target as well.

by Ayush Kesari

30/11/2021