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Strategy of Christian Dior

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  1. Market analysis
    1. PEST Analysis
    2. Analysis in terms of threats and opportunities
    3. The priority target markets
  2. The conventional cosmetics market: consumption
  3. The market for cosmetics and essential oils
    1. Competition
    2. The regulation of organic products
    3. Consumers

For two decades, Christian Dior SA is among one of the largest luxury groups in Europe and worldwide. Christian Dior is a holding company that has publicly traded since 1988 and holds 42% share of the luxury group LVMH. Christian Dior SA is also the parent company of Christian Dior Couture in which it owns 100% of the shares.

At the beginning of one of the largest luxury homes, Christian Dior, who would have celebrated his 100th birthday in 2005, has marked his time with his creative genius.

Christian Dior was born January 21, 1905 in Granville, Normandy, into a wealthy family. His father is the head of a group of chemical plants with his cousin Lucien Dior. Madeleine Martin, the mother of Christian Dior, comes from a bourgeois family. The little boy grew up in a privileged environment, surrounded by his two brothers and two sisters in the house in Rhumbs.

We can even say that his career is atypical since 1925; he joined for political science may one day become a diplomat. But his passion for architecture and art is back in force. It opens an art gallery with a friend.

Then, the dark years ahead for the family of Christian Dior with the death of his mother in 1931 and the ruin of his father, who, from 1932 to 1938, sold all of his property, including the villa, The Rhumbs.


Before becoming the fashion designer we know, Christian Dior stands out as a fashion illustrator for Le Figaro, until 1942. Meanwhile, and more specifically in 1938, he became a designer at Robert Piguet, the greatest couturier in Paris at the time. He left in 1941 to become an assistant with Lucien Lelong and Pierre Balmain. The latter parted ways in 1945 to launch his own fashion house and Christian Dior became the principal designer of the house of Lelong.

In 1946, Marcel Boussac, a very wealthy industrialist, offered to finance Christian Dior to create a couture house in his name. Thus was born the famous house of Dior, which is installed at 30 Avenue Montaigne. By surrounding himself with friends, it became a real family house.

On February 12, 1947, Christian Dior presented his first collection. His line "Corolle", which is nicknamed "The New Look", was a success. Paris was then considered as the city of fashion.

Christian Dior is the brand worn by many media personalities. His notoriety is such that he received the Neiman Marcus Award, the Oscar for American fashion. But Christian Dior does not only dress women, he also branched out into makeup and perfume, where the scent is "the finishing touch of a dress."

This was launched in 1947 and Miss Dior perfume was created in 1948 and the League of Parfums by Christian Dior. It was not until 1955 that women could dress up their lips with Dior Rouge. In the same year he hired Yves Saint-Laurent as an assistant.

The trip made by him in 1947 in the United States has resulted in the creation of the subsidiary "Christian Dior New York, Inc." at the corner of Fifth Avenue and 57th Street. One can find ready-to-wear clothes and luxury accessories.

After publishing his memoirs in 1956 ("Christian Dior and I"), he is privileged to be on the cover of Time March 4, 1957. This event is important in that it is the first time a designer has a place as large in the American press.

Tags: Christian Dior; history and origin of Christian Dior; Christian Dior company; strategy used by Christian Dior

[...] Bargaining power of suppliers Suppliers do not have a high bargaining power, Christian Dior takes advantage of its leading position due to its links with LVMH, to work with suppliers who are common to many brands. In addition, vertical integration of production is more developed, allowing the different brands of the group, including Dior, to associate their products (eg watches Fred, Dior, Vuitton and Celine are all produced by Benedom). This emphasizes the position of strength. All this creates synergies between the various group companies, to reduce costs. [...]


[...] This success has deep roots and anchors in all activities, both historical, such as leather goods and ready- to-wear, or more recent activities such as men's jewelry. The group recently opened a flagship store dedicated to men in Shanghai, and new jewelry collections are emerging which are particularly innovative and refined. The opening of a shop in New Delhi in India at the beginning of 2006 shows that the ambitions of Christian Dior do not stop there. Apart from India, the development will continue in 2006 and will be concentrated on areas with high potential. [...]


[...] ; - Other ( 0.8 GRAPHIC REPRESENTATION OF THE HOLDING The Christian Dior Group recorded an organic growth (structure and constant exchange rates) of 11% for its sales. At current exchange rates, sales increased by 11% and amounted to 11,133 million euros. At current exchange rates, the evolution was as follows: The numbers of activities: In the third quarter of 2006, Christian Dior Couture continued to show good momentum, with an organic growth of 10% in turnover. At the current exchange rates, it was up or 193 million euros. [...]

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