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IDCC: FORWARD
FASHION
HISTORY ● Founded by Christian Dior in 1946
● Grew up in Normandy and moved to Paris at age 5
with his wealthy family
● Family wanted him to become a diplomat but he
instead opened up an art gallery
● 1948: Luxury ready-to-wear house in NYC was the
first of its kind
● Choose 19 year old YSL to succeed him at Dior
● Dior dies in 1957 after a heart attack at age 52
● Dior itself holds 42.36% shares of and 59.01% voting
rights within LVMH
Company
Overview
● French Luxury goods company
● Controlled and chaired by French
businessman Bernard Arnault, who
also heads LVMH
● Currently designs and retails leather
goods, fashion accessories, footwear,
jewelry, timepieces, fragrance,
makeup, and skin care products
● Selling products throughout its
portfolio of retail stores worldwide, as
well as through its online store
PRODUCTS:
● Perfume
● Makeup
● Clothing
● Handbags
● Accessories
Dior Throughout History
As seen on… Bella Hadid
Jennifer
Princess Diana Lawrence
Lady Bag
Dior x Nike
Dior x Daniel
Dior x KAWS
Arsham
COLLABS
DIOR
HAS DONE
COLLABS DIOR
SHOULD
PURSUE IN THE
FUTURE:
● Off-White
● Golden Goose
● Moncler
Creative Director - Christian Dior
(1946-1957)
Creative Director -
Yves Saint Laurent
(1957-1960)
Creative Director - Marc Bohan (1960-1989)
Creative Director - Gianfranco Ferre (1989-
1996)
Creative Director - John Galliano (1996-2011)
Creative Director - Raf Simons (2012-2015)
Creative Director -
Maria Grazia (2016-
Now)
How is
Dior
distributed
in USA?
Retail Store
Online Department
Store
Customer Engagement in US
“From Paris to the
World” at Dallas
Museum of Art
Exhibitions
Cafe Dior - Miami
Pop-Up Shops
(futuristic Pre-Fall ‘19
Dior-Boston
● Rich product variety
● Organized layout
● Attractive shop
window
● Comfortable seating
area
● Not enough sales
staff
● Inappropriate
background music
Dior in
● NYC
Midtown - 57th St location - flagship store, so
has large product selection and some exclusive
items
● Unique displays inside special to the location
● Many classic pieces like Lady Bag integrated
into current season’s aesthetic (currently a
floral garden fantasy theme)
VS…
● Soho - Greene St location
● Artsier, more abstract window
displays
● Physically smaller store
● Emphasis on new products
instead of classics
Dior in NYC
Con’t...
● Smaller selections available for
distribution in luxury department stores
● Saks, Bergdorf Goodman, Barney’s….
*Bergdorf
Goodman keeps
seasonal theme
in Dior’s
individual
sections in both
shoes and
apparel*
Dior products identification
● Dior rarely puts obvious logos such as
Dior on clothes
○ Bee patterns can be seen on some
simpler-designed clothing
● CD: This abbreviation often appears on
Dior accessories, such as the side of
the glasses frame, buckle, belt, wallet
Flowers such as roses and
Dior products identification (continue)
lilies, often appear in DIOR
haute clothing.
Dior-specific
rattan plaid is
mostly visible
on Dior leather
goods.
The four letters of D.I.O.R. form
a key ring and hang on the bag,
which is the most obvious
symbol of the "Lady Dior" bag.
Dior and Sustainability
● Spring 2020 Fashion Show used 164
trees that will be replanted around Paris
● Benched seating used in show
recycled/donated to La Reserve des
Arts, a nonprofit
● However, brand itself is not very
sustainable in its production
● Conglomerate LVMH has set forth
policies to help create sustainable
practices for Dior
○ Ex. energy efficiency measures, a supplier Code
of Conduct
HOW TO EFFECTIVELY MARKET TO OUR
GENERATION
● Make prices more
attainable when doing
collabs such as Nike
● Make products that can be
used by any everyday teen
market
○ Phone cases
○ AirPod cases
● Create an immediately
recognizable “must-have”
piece (a la the Gucci belt)