TANISHA JAJAL. MRIDU GUPTA. JENNY CARACHAO LXMT 730. PROFESSOR CANNATA.WINTER 2022
“I have designed flower women!” - Christian Dior
MILESTONES
HISTORICAL
REVIEW
MILESTONES
MILESTONES
MILESTONES
PERIOD
OVERVIEW
Dior’s Suzurka-San Coat, 2007 and the inspiration , Hokusai’s The Great Wave off the Coast of Kanagawa, 1848
Dior’s “Koh-I-Noor Dress”, 1996-97
John Singer Sargent’s La Camencita, 1900
MISSION STATEMENT Christian Dior's values were those of excellence in all that he undertook, of elegance and of craftsmanship reflecting his unique talent. His mission was not only to make his clients - indeed all women – more beautiful, but also to make them happy, to help them dream. "Women, with their intuitive instinct, understood that I dreamed not only of making them more beautiful, but happier too" said Christian Dior. And it is particularly in these trying moments that this mission rings truer than ever.
CURRENT STATUS
- Christian Dior Couture was a division of the whole Dior empire under the parent company of LVMH, designs and produces some of the world’s more coveted haute couture. - It also produced luxurious ready to wear fashion, accessories, and of course menswear. - It operates through following business groups: Christian Dior Couture, Wines & Spirits, Fashion & Leather Goods, Perfumes & Cosmetics, Watches & Jewelry, The Selective Retailing, and Other Activities. - The Christian Dior Couture group designs, manufactures and sells luxury articles. The Fashion & Leather Goods group manufactures leather handbags, shoes and small leather goods. The Wines & Spirits group produces various wines and other spirits. The Perfumes & Cosmetics group sells fragrances and cosmetic products. The Watches & Jewelry group designs and sells watches.
Christian Dior : Growth continues at the same pace
- The Christian Dior group recorded revenue of 44.2 billion euros in the first nine months of 2021, up 46% compared to 2020. Organic revenue growth over the period was 40% compared to 2020. -
Maria Grazia Chiuri taking her turn at the helm, the first woman to the post as the creative director, she has invigorated the label with a magnetic modernity.
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Today, Dior owns and runs around 160 or so different boutiques across the world, and plans to open even more over the next few years.
- Compared to 2019, organic growth over the first nine months of 2021 was 11%, with trends in the third quarter (+ 11%) comparable to those of the first half, both by activity and by region. - Following its enormous success in Paris, London and Shanghai, the Christian Dior, Designer of Dreams exhibition opened in New York. - The Fashion & Leather Goods business group, which reached record levels over the period, recorded organic growth of 38%.
SWOT ANALYSIS
S
Strong Branding: The brand‘s exposure to its intended customers as well as its presence on social media platforms has assisted the business to build its brand equity and also the share of its heart by further collaborating. Parent Company: Dior is the brand of Dior, Christan Dior, a French luxury firm that has brands such as LVMH. Broad Product Portfolio: The range of products offered by the company is the only stop for fashion-conscious people with its offerings for women, men, and baby care, in categories of Fragrance makeup, make-up, skincare watches, clothing, and accessories jewelry, etc.
Tough competition within its parent company means limited market share growth for Christian Dior. Seasonality : The performance of any brand is dependent on seasonal variations in pattern demand.
W
O
Changing Lifestyle: Changing lifestyle, rising middle class, Fad short life-cycle, supply side it integration, customer loyalty, some of the factors which fuel the company’s growth in this industry. Developing Economies: with a saturation of developed economies, the changing taste & preference of the developing economies are the emerging businesses and opportunity market for premium goods & services. Limited reach to nations: The parent company is present in only 35 markets, following market development strategy by entering into new markets will help the company in being ahead of the beer brands. A demand for premium products: From the last decade there is the instrumental increase in demand of the premium products and penetration to the emerging markets is the only way to sustain in the competitive market.
Fad Life Cycle Businesses that operate in the fashion clothing industry are very susceptible to the chance of changing trends and the very short life span of clothing and related accessories used in the business.
Counterfeit goods: Local players imitate the look and feel of high-end brands. This poses an enormous threat since it can cause the value of brands to decline and also affects the development of companies that operate in the market.
The market is flooded with competition: The fashion apparel & accessories market is being challenged by a lot of national and local international companies, which is causing a decrease in margins, and outdated and unsold/idle inventory.
T
AAKER MODEL
B R A N D as P R O D U C T
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French
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Regal Legacy
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Femimine
B R A N D as O R G A N I S A T I O N
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Diverse
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Growing
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Valuable
B R A N D as P E R S O N
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ICONIC
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VISIONARY
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EXPRESSIVE
B R A N D as S Y M B O L
PRISM MODEL
K E L L E R’ S P Y R A M I D
RELATIONSHIPS High customer loyalty, engagement, attachment & community.
RESONANCE
JUDGMENTS & FEELINGS MEANING Meets performance standards with high quality and unique designs/styles and personalization. The imagery Dior portrays is elegance and elite consumers.
PERFORMANCE & IMAGERY
RESPONSE Great craftsmanship & expertise is met. Feelings: Elite, high social status & elegance
IDENTITY
BRAND SALIENCE
This brand is known for its classic and rich history. It is classified as an exclusive company.
BRAND STRATEGIES
UNIQUE REVELATION
Dior made women embrace grandiosity and luxury after what they had to endure during the war. Dior’s “New Look”
BRAND RITUALS
BELIEF SYSTEM
Opportunity for Marketing Strategy
Dior’s values were those of excellence in all that the brand undertakes: elegance & craftsmanship
LEXICON
Saddle bag & Lady Dior
REFERENCES
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Salessy, Héloïse. “From Princess Diana to Today: The History of the Iconic Lady Dior Bag.” Vogue France, Vogue France, 10 Apr. 2019, https://www.vogue.fr/fashion/article/from-princess-diana-to-today-the-history-of-the-iconic-lady-dio r-bag.
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Northman, Tora. “The History of the Iconic Dior Saddle Bag.” HYPEBAE, HYPEBAE, 4 Oct. 2018, https://hypebae.com/2018/10/dior-saddle-bag-history-john-galliano.
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“Christian Dior.” Wall Street International, 9 Mar. 2019, https://wsimag.com/fashion/51037-christian-dior#:~:text=It%20was%20dubbed%20%E2%80%9Ct he%20New,%2C%20handbag%2C%20shoes%20and%20jewelry.
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Hawker, Keaton. “Keller's Brand Equity Model-What It Is & How to Use It.” Medium, Medium, 4 Oct. 2019, https://medium.com/@keatonhawker/kellers-brand-equity-model-what-it-is-how-to-use-it-84e42d5 62299.
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A lavish look at Christian Dior's legacy and the art that inspired it. If It's Hip, It's Here. (2015, September 27). Retrieved January 27, 2022, from https://www.ifitshipitshere.com/a-lavish-look-at-christian-diors-legacy-and-the-art-that-inspiredit/
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A lavish look at Christian Dior's legacy and the art that inspired it. If It's Hip, It's Here. (2015, September 27). Retrieved January 27, 2022, from https://www.ifitshipitshere.com/a-lavish-look-at-christian-diors-legacy-and-the-art-that-inspiredit/
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Christian Dior: From gallerist to couturier of dreams. Whitewall. (n.d.). Retrieved January 27, 2022, from https://whitewall.art/fashion/christian-dior-gallerist-couturier-dreams
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History of dior: 7 decades, 7 most iconic pieces. Zeitgeist. (2021, February 4). Retrieved January 27, 2022, from https://zeitgeistofficial.com/fashion-archives/history-of-dior-7-decades-7-most-iconic-pieces/