Recently, luxury brands are increasingly turning to digital technologies to attract consumer attention. One of the most striking examples of such innovation is the Rose des Vents campaign by Christian Dior, which used virtual try-ons to reinforce the brand's image as truly premium.

Augmented Reality in Fashion

In recent years, augmented reality (AR) has become an integral part of marketing campaigns in the fashion industry. Thanks to AR, shoppers can try on products from the comfort of their homes, significantly expanding the brands' audience. However, until recently, many consumers had doubts about the accuracy of colors and the quality of virtual fittings.

Rose des Vents

Christian Dior, in collaboration with Perfect Corp. and Teads, launched a campaign with virtual try-ons of earrings available on smartphones. The products involved in the campaign ranged from $5,000 to $15,000, requiring a special quality of the advertising experience.

Campaign Results

The campaign, conducted among residents of the USA, South Korea, Hong Kong, and Japan, noted a significant improvement in brand recognition. The campaign led to a 43% increase in ad recall and a 62% increase in brand recognition compared to traditional video formats.

Enhancing Brand Perception

One of the key indicators of the campaign's success was a 17% increase in the number of consumers who perceive Christian Dior as a premium brand. This confirms that video advertising, although sometimes considered trivial, can effectively strengthen a brand's image.

Plans for the Future

The company does not rest on its laurels and plans new projects, including cosmetics and other directions where accurate matching of colors and shades is crucial. Possibilities for innovations in other areas, including perfumes and creating emotional experiences online, are also being explored.