Christian Dior was the creator of one of the largest luxury homes, who would have celebrated its 100th anniversary in 2005, and has marked his time with his creative genius.
? Christian Dior; an atypical profile: 1905 - 1934
Christian Dior was born into a wealthy family on January 21, 1905 in Granville, Normandy. His father was the head of a group of chemical plants with his cousin Lucien Dior. Madeleine Martin, his mother, came from a bourgeois family. The little boy, thus, grew up in a privileged environment, with his two brothers and two sisters, in a villa called The Rhumbs. We can even say that his career was atypical, since he joined Political Science in 1925, with the aspiration of one day becoming a diplomat. However, his passion for architecture and art was very strong, and led him to open an art gallery with a friend.
There were dark years ahead for Christian Dior's family, with the death of his mother in 1931 and the ruin of his father, who, from 1932 to 1938, sold all his property, including the villa The Rhumbs.
? Christian Dior, illustrator; Christian Dior, fashion designer: 1935 - 1945
Before becoming the fashion designer we know, Christian Dior stood out as a fashion illustrator for Le Figaro, until 1942. Meanwhile, in 1938, he became a designer at Robert Piguet, the greatest Parisian couturier of the time. He left in 1941 to become an assistant to Lucien Lelong with Pierre Balmain. In 1945 the former moved on to found his own house, and Christian Dior became the principal designer of the Lelong house.
? Christian Dior, founder of Dior: 1946 - 1957
In 1946, Marcel Boussac, a very wealthy industrialist, offered Christian Dior the financial resources to create a couture house in his name. Thus the famous house of Dior, which is installed at 30 Avenue Montaigne was born. By surrounding himself with friends, he successfully made it a real family house.
On February 12, 1947, Christian Dior presented his first collection. His line "Corolle", which was nicknamed "The New Look", was a success.
Paris was then considered the city of fashion. The brand Christian Dior was worn by many media personalities. His fame was such that he received the 'Neiman Marcus Award', which was equivalent to the Oscar. But Christian Dior did not merely want to dress women. He also wanted to create the makeup and perfume, and the perfume is seen as "the finishing touch of a dress." and Miss Dior perfume was launched in 1947, and the League of Christian Dior Parfums was created in 1948. It was not until 1955 that women were able to dress up their lips with Dior Rouge. Note that he hired Yves Saint-Laurent as an assistant the same year.
His trip to the United States in 1947 resulted in the creation of the subsidiary "Christian Dior New York, Inc.." at the corner of Fifth Avenue and 57th Street on October 28, 1948. One could find ready-to-wear luxury and accessories there.
After publishing his memoirs in 1956 ("Christian Dior and I"), he was featured on the cover of Time on March 4, 1957. This event was important in that it was the first time that a couturier received considerable coverage in the American press.
In 1957 he presented his latest Fall / Winter collection, "time line". He died on October 24, 1957 of a heart attack at age fifty-two years in Italy.
? Successors: 1958 - 1996
After the untimely death of designer Yves Saint-Laurent Christian Dior said, "I hope we carry forward the legacy ...". He took over and presented his Haute Couture Spring / Summer collection on January 30, 1958. The "Keystone" line was a triumph.
After he left, it was the turn of Marc Bohan to take up the torch, and carry it until 1989. He had been placed at the head of the London subsidiary by Christian Dior himself. It was Marc Bohan, who designed the first Baby Dior collection in 1967. He also created the Christian Dior Monsieur.
Meanwhile, the company Dior saw the arrival of different owners, and in 1985, Bernard Arnault emerged as the Chairman and CEO of Christian Dior.
In 1989, Gianfranco Ferré succeeded Marc Bohan. He became the head of the Haute Couture, Haute Fur, Ready to Wear, Ready-to-wear furs and women's collections.
? A legacy provided by an incomparable trio: 1997 - 2005
Bernard Arnault named John Galliano as the creator for Dior in 1997 and the artistic director of all the feminine lines of Christian Dior (haute couture, ready-to-wear, leather goods, shoes, lingerie and swimwear Bath, advertising and shop windows Dior). In 1999, a new wind was blowing through the House of Dior. Younger and much sexier, it found a second youth and greater visibility with the person who was nicknamed "the enfant terrible of British fashion."
The label continued to expand with the arrival of Victoire de Castellane who was committed to creating the line of Christian Dior Fine Jewelry, in 1998. With it classic collections of prints and extravagance were born.
Tags: luxury groups, LVMH, Christian Dior Couture, PPR (Gucci, high-end luxury .
[...] It is therefore essential for Dior to work with them. Aggressive communication Much of the decisions about the brand Christian Dior are aimed at strengthening its image. These would include the communication practiced. We have already seen the fundamental role of art directors in the implementation of the strategic lines, including the marketing term. Thus the work of John Galliano allows it to define the lines of communication. The communication of Christian Dior is particularly aggressive, and works by flooding the public through various channels (strong presence in the press, poster campaign, etc . [...]
[...] He also created the Christian Dior Monsieur. Meanwhile, the company Dior saw the arrival of different owners, and in 1985, Bernard Arnault emerged as the Chairman and CEO of Christian Dior. In 1989, Gianfranco Ferré succeeded Marc Bohan. He became the head of the Haute Couture, Haute Fur, Ready to Wear, Ready-to-wear furs and women's collections. • A legacy provided by an incomparable trio: 1997 - 2005 Bernard Arnault named John Galliano as the creator for Dior in 1997 and the artistic director of all the feminine lines of Christian Dior (haute couture, ready-to-wear, leather goods, shoes, lingerie and swimwear Bath, advertising and shop windows Dior). [...]
[...] This competitive advantage is often the means used, either in terms of communication or distribution. It may be noted that brands that benefit from these resources are often attached to large groups such as LVMH and PPR (Gucci). • Substitutes The luxury market is changing for Dior, which is characterized by the prestige of high-end brands (or the prestige that we create around them).Thus, the substitutes are very high in number, and are characterized by the fact that they correspond to the same types of products, but at a lower end (not developing on the luxury market). [...]
[...] The diversification of luxury brands is a delicate process. It is therefore essential to select segments in accordance with the image and the values of each brand. One can cite the example of Pierre Cardin, who, by granting too many immoderate licenses, eventually "killed" his mark, which is now deemed unrecoverable by professionals. We must therefore guard against excesses that could pollute the brand identity, but are not locked into a category of activities that would tend to become reductionist over time. [...]
[...] Indeed, although representing a large market share, this concentration on the geographic area makes the group particularly vulnerable to economic fluctuations (remember the effects of the Asian crisis or SARS). That is why today the group is poised on areas with growth potential as strong as North America, and emerging markets in South America and Central Europe. Democratization which - Public wider is too large - Customer base scrap Communication which - Rejuvenated the brand is too transgressive image Risk of alienating the customer base The too-strong - Basis for success personality of the - Footprint of its creators Art Directors difficult to erase Immoderate - Key to success Diversification - Likelihood of confusion A dangerous - Strong growth geographical focus - Vulnerability III / A perspective for the future: A / The union of R & D and innovation: To sustain its growth over time, Dior has relied on the concept of "creative and innovative" development. [...]
Online readingwith our online reader
Content validatedby our reading committee