‘Happiness is the secret to
all beauty. There is no
beauty that is attractive
without
happiness.’’Christian
Dior
Students:
Andreea Bălan
Ioana Condrat
Mădălina Costina
Content
• Introduction
• Dior marketing strategy
• Symbol of absolute perfect
• Dior’s development
• Swot analysis
• Complete line of products
Introduction
• Christian Dior was born in Granville France a seaside town on
the coast of Normandy.
Sunrise : JANUARY 21st, 1905
Sunset : OCTOBER 23rd, 1957.
• Was a fashion designer, best known as the founder of one of
the world’s top fashion houses, also called Christian Dior. His
company Dior owns LVMH which also owns Louis Vuitton.
Dior marketing strategy
• It operates through three companies: Christian Dior Couture
(100% owned), Financiere Jean Goujon (100% owned) and
LVMH (42,5% owned).
• Christian Dior enjoys strong brand equity. Through its
subsidiary LVMH, it has access to one of the strongest luxury
brand portfolio. LMVH possesses a portfolio of over 60
prestigious brands including Louis Vuitton, Christian Dior, TAG
Heuer, Fendi, Sephora which gives it a competitive advantage.
Symbol of absolute perfect
• Christian Dior, is going all out to reach its niche target market.
• The company’s focus is clearly on popularizing the segment
(fragrance, make up and Skin Care).
• Dior has built its fame on Women’s Fashion.
• Its target audience is anyone who has an extra ordinarily
mixture of romanticism, feminism and modernity.
Dior’s development
• Dior established a luxury ready-to-wear house in
November 1948. It was the first of its kind. In the
same year, he launched Dior Parfums - with Miss Dior
being the first fragrance to launch, and Diorama
launching the following year.
Dior’s development
• In 1949, Dior was the first couturier to arrange licensed
production of his designs. Having realised the importance of
the complete look - and that the New Look could not be
successfully achieved without the correct Dior shoes, gloves
and hat - Dior, together with business partner Jacques Rouët,
licensed his name to a range of luxury accessories. Furs,
stockings, ties and perfume were also manufactured in
regional centres across the world, spreading his brand name
quickly around the globe.
Swot analysis
Strength:
• Strong luxury brand name and image.
• Strong presence over numerous luxury avenues
across the world.
• Increasing vitality of its emblematic product lines.
• Strong innovative and high-end savoir-faire.
Swot analysis
Weakness:
• Presence in a limited market.
• Low revenue and presence in Latin and South
America.
• Replicas create a problem to brand identity.
Swot analysis
Opportunity:
• Developing the e-commerce.
• Expanding in emerging markets.
• Focusing on green initiatives.
• Increasing technological innovation investments.
Swot analysis
Threats:
• Tough existing competition.
• Increasing number of new designers.
• Sales lost on its leading customer
group.
• Counterfeinting.
Complete line of products
• Women & men clothing
• Baby Dior
• Fragrance & beauty
• Make-up
• Fashion Accessories
• Skincare
• Glasses & bags
• Timepieces
• Dior phone
Bibliography
• https://a1.ro/premium/
cum-a-cucerit-christian-dior-lumea-modei-sia-vandut-schitele-pe-10-centi-si-a-intr
at-in-lumea-politica-ca-sasi-multumeasca-tatal
• http://en.worldtempus.com/article/dior-history-of-the-brand
• http://www.slideshare.net/shivamgupta376/christian-dior-
• https://www.coursehero.com/file/12614594/christian-dior-ppt
• https://www.positiveluxury.com/brand/christian-dior
• https://www.vogue.co.uk/article/christian-dior
Thank you for your attention!
