![]() He was able to sell some of his designs to fashion houses. He started to create design sketches in his spare time and eventually he managed to find employment with ‘Le Figaro’ working on fashion illustrations (Stegemeyer 1980:22). ![]() Even the corporate structure of Dior alludes that the experience is a distinct step up from it’s subsidiaries.In 1935, after a one year stay in the south of France to recover from illness, he returned to Paris and tried to find a job but to no avail (Stegemeyer 1980:22). But Dior’s experience is more modern, a status symbol that indicates the wearer is more youthful, a step ahead of the game, without conveying the slightly cheapened values of high-fashion. Like Henreiquez suggested, the values and experience that launched the brand have given it the traction to hold its spot in the luxury market today. They share roots in France and the history that a luxury brand relies on, as well. ![]() This seemingly slight distinction, hardly more than a prefix, is crucial in its brand positioning because it’s what separates Dior from the 60+ brands held by LVHM. There’s a lot of competition for Dior’s target audience – wealthy men and women, usually with high status both socially and professionally – and many of them share the Dior values of elegance, simplicity, and quality. The Dior Sandwich – strategically placed between traditional, more masculine luxury brands like TagHeuer, but slightly more grounded than high-fashion brands like Versace. Each and every product, message, or brand representation of any kind that comes out of the House of Dior is finely tuned to a single phrase: innovative luxury. In addition to Women’s fashion, Dior has divisions of Christian Dior Parfums, Christian Dior Cosmetics, and Dior Homme. LVHM is the holding company of about sixty brands, a diverse and historically stable portfolio that allows for the acquisition and development of new brands with healthy separation from the established ones.ĭior, however, relies heavily on the corporate branding architecture. But he certainly earned it – in the 80’s and 90’s, as Dior was emerging as a leading luxury conglomerate, it was Arnault that guided the holding company towards decentralizing the brands rather than using corporate or endorsement branding. ![]() So basically, Arnault has a lot going for him. He’s also the CEO and Chairman of LVHM, the largest luxury conglomerate in the world Dior is the family holding company of LVHM, meaning Dior owns the majority share of LVHM. ![]() His corporation is Groupe Arnault SAS (SAS being the French LLC by shares), and Chairman of Christian Dior. Let’s start out by introducing a key player – and no, it’s not Christian Dior. ![]()
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