Ẹnitan Kẹhinde

Have you seen Mrs. Harris Goes to Paris?

The movie is not just a charming tale of a widowed cleaning lady’s quest for a Dior dress; it’s a brilliant lesson in public relations that every brand can learn from. The film’s approach to branding is particularly inspiring.

The independent production based on a 1958 novel cleverly uses this story to connect with the everyday woman and highlight Dior’s brand positioning. Here’s how:

Humanising the Brand

The film follows Ada Harris, a modest cleaning lady in 1950s London, who dreams of owning a Dior gown. By telling the story through her eyes, Dior becomes more relatable and accessible, breaking down the barriers that often surround luxury brands. This human touch allows audiences to see the brand as more than just high fashion; it becomes a symbol of hope and aspiration.

Highlighting Craftsmanship and Heritage

Mrs. Harris Goes to Paris offers a delightful peek behind the curtain at the meticulous craftsmanship that goes into haute couture. Viewers are treated to the artistry involved in creating a Dior gown, which not only educates them about the brand’s value but also reinforces its rich heritage and commitment to quality.

Emphasising Brand Values

The film beautifully portrays Dior as a brand that embodies beauty, elegance, and transformation. Mrs. Harris’ journey to acquire her dream dress highlights the aspirational qualities of the brand, suggesting that Dior is about more than luxury; it’s about making dreams come true. This message resonates deeply with audiences, reminding them that fashion can be a powerful form of self-expression.

Balancing Exclusivity and Inclusivity

A key theme in the film is the balance between luxury’s exclusivity and the desire for inclusivity. By allowing Mrs. Harris, a working-class woman, to enter the world of Dior, the film suggests that the brand can be appreciated by anyone who values its artistry. This clever positioning helps Dior appeal to a wider audience without compromising its luxury image.

Leveraging Nostalgia

Set in the glamorous 1950s, the film taps into nostalgia for Dior’s golden age, connecting the brand’s rich history with contemporary viewers. This nostalgic approach reinforces the timeless appeal of Dior, evoking positive emotions and a sense of continuity that can be incredibly powerful in branding.

Creating Emotional Connections

Mrs. Harris’s story is one of dreams, perseverance, and personal transformation. By associating Dior with these themes, the film creates a heartfelt connection with viewers, making them root for Mrs. Harris’s goal. This kind of emotional storytelling is a potent PR tool, fostering a deeper bond between the brand and its audience.

Subtle Product Placement

While Dior is central to the film’s narrative, the brand’s presence is seamlessly integrated into the story. This subtle product placement enhances brand perception without feeling like an overt advertisement, demonstrating how brands can effectively weave their products into engaging narratives.

Embracing Authenticity

The film presents a balanced view of the fashion industry, showcasing both its glamour and its challenges. This authenticity increases trust and credibility among consumers. Brands that are transparent about their processes and values are more likely to build lasting relationships with their audience.

While the movie might seem like a typical chick-flick, Mrs. Harris Goes to Paris is a delightful case study on how brands can use storytelling to broaden their appeal, educate consumers about their craftsmanship, and create emotional connections with target audiences. The film effectively positions Dior as a brand that, while exclusive, still cherishes the dreams and aspirations of everyday people.

Did you find any of these points useful?

You’re welcome!

Now, apply them. Your brand’s extraordinary story is waiting to be told.