Christian Dior

By Cristina Chen

Dior spirit

From 1947 to today, Dior has always been the synonymous of haute couture, it inherited the tradition of French haute couture, and always maintain the high-level design, craftsmanship to meet the taste of mature women of high society. Christian Dior is the symbol of the spirit of the French fashion culture.

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.

(http://en.wikipedia.org/wiki/LVMH)

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

What smells like love? Flower!

Monsieur Dior was obsessed with flowers. His favorite flowers were rose and lily of the valley.

Le Petit Théâtre Dior - Making of "Miss Dior" dress

handromeda

Grace jones - la vie en rose by handromeda

Christian Dior--- Global Locations

Christian Dior operates more than 235 boutiques worldwide with plans to open more. Designed by Peter Marino the boutique is in keeping with the design concept featured in Dior’s worldwide flagship in Paris on Avenue Montaigne. This concept combines 18th century details blended with modern elements and art pieces to achieve a feminine and glamorous aesthetic that reflects the traditional and modern elegance of Dior.

Pricing structure

The pricing objective of the company is profit-maximized and image driven, and using one price policy. The pricing practice is passive method.

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.