Christian Dior
By Cristina Chen
Dior spirit
Discover the history of the house of Dior
A short summary about Dior's retailing
1. As a retailer, Dior sells clothing, accessory, jewelry, timepieces, cosmetics and fragrance.
2. Dior has its own ateliers for its clothing and accessories in France. And the company outsources other manufactories to produce timepieces and cosmetics and fragrance. Its distribution channels in the United States are Dior boutiques, department stores (like Bergdorf Goodman, Saks Fifth Avenue).
3. Customers can buy Dior cosmetics and fragrance both online and in stores, for the rest of their products, customers can only buy them in Dior boutique or in department stores. The reason is that ultimate luxury brands prefer their customers have excellent in-store experience.
4. Dior is owned by LVMH, but it operates independently. It is the main holding company of LVMH, owning 40.9% of its shares, and 59.01% of its voting rights.
Dior flagship boutique
Dior online boutique for cosmetics and fragrance
Dior boutique at Bergdorf Goodman in New York
According to this article, during the company’s fiscal half year the revenue has increased 13.4 percent. Customers responding positively to the high quality products and services.
Dior
Monsieur Dior was obsessed with flowers. His favorite flowers were rose and lily of the valley.
Christian Dior--- Global Locations
30 Avenue Montaigne, Paris, France
57th St & Madison Ave, New York, USA
1 Peking Road in the heart of the Tsim Sha Tsui district, HongKong, China
Pricing structure
The main reason is that the target customer is late 20's and older fashion-conscious individuals with a lot of discretional income and high taste. They are most likely well educated and earning more than $150,000 a year.
References
2. http://www.vogue.com/voguepedia/Christian_Dior_(Brand)
3. http://www.dior-finance.com/en-US/
4. https://www.youtube.com/watch?v=1mihmTwi-rg
5. http://www.zeereport.com/breaking_news/4340
Upscaling_Push_Drives_Dior_Growth.html
6. http://www.slideshare.net/Tiffany2690/dior-communication-strategy