www.dior.com
The christin dior website is split into two sections, one for fashion and accessories and the other for fragrance and beauty. The site is then further split into a men and women's sections, this is an example of narrowcasting as the products for men and women are seperated. As a result of this audiences are fragmented into groups of men and women.
I decided to look at the women's fashion section on the site. This section allows users to choose from 10 countries where they can locate their nearest boutique or shop online. Online shopping is an example of interactivity and gives audiences much more convenience and flexibility as they can order anything from dior without leaving their house. The site offers moving pictures of the latest dior outfits for the current season and a sneak preview of the seasons to come. Moreover, with the use of video technology, audiences can watch a series of dior fashion shows. This is an example of convergence, how the internet can be used to watch film on. Moreover, new media technologies mean that the quality of such videos and images on the site are clearer and allow for enhanced sound/picture quality and more pleasure for the audience.
Furthermore, the site uses online surveillance to target it's consumers more effectively. For example, if you purchase a ring from the dior jewellery section, you will get e-mails and pop ups showing you various other items of jewellery or for instance the matching necklace to the ring that you hve purchased. This is an effective way in which companies target their consumers and thus sell more of their product.
The christin dior website is split into two sections, one for fashion and accessories and the other for fragrance and beauty. The site is then further split into a men and women's sections, this is an example of narrowcasting as the products for men and women are seperated. As a result of this audiences are fragmented into groups of men and women.
I decided to look at the women's fashion section on the site. This section allows users to choose from 10 countries where they can locate their nearest boutique or shop online. Online shopping is an example of interactivity and gives audiences much more convenience and flexibility as they can order anything from dior without leaving their house. The site offers moving pictures of the latest dior outfits for the current season and a sneak preview of the seasons to come. Moreover, with the use of video technology, audiences can watch a series of dior fashion shows. This is an example of convergence, how the internet can be used to watch film on. Moreover, new media technologies mean that the quality of such videos and images on the site are clearer and allow for enhanced sound/picture quality and more pleasure for the audience.
Furthermore, the site uses online surveillance to target it's consumers more effectively. For example, if you purchase a ring from the dior jewellery section, you will get e-mails and pop ups showing you various other items of jewellery or for instance the matching necklace to the ring that you hve purchased. This is an effective way in which companies target their consumers and thus sell more of their product.
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