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Case study on one of the best luxury fashion brand Dior

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While talking about the best fashion luxury brands in the world, Dior comes in top 20 fashion brands. In this article I will talk about the full story about the Dior rise of popularity in the world.

History of Dior

Luxury fashion brand people know it as Dior was established by Mr. Christian Dior in Paris in 1947. Till 1947 there was not any major fashion changes in clothing industry. That’s why Mr. Christian Dior thought the redesign and redefine the clothing product. He started his journey as redesigning women clothing products. He introduced his designs as a ‘New Look’ in the market and the popularity of Dior products were increasing day by day. In the starting phase of this company popular producers and directors hired Mr. Christian Dior for designing dresses for their film female actresses. So, we can say that the with the introduction of revolutionary fashion products in market Dior got overnight success. In the starting phase they introduced their first fragrance in 1947. In 1950 Mr. Christian Dior created every faces and clothing for lead actress of Alfred Hitchcock. In 1957 Mr. Christian Dior died because of heart attack. Then after the company was directed by his senior artist Yves Saint Laurent. Because of the good direction company has reached at his good position and became popular.

List of Dior Products

  • Makeup Club
  • Skincare Club
  • Brushes & Tools
  • Fragrance
  • Bathing & Body Club
  • Men & Women Clothing
  • Men Grooming Products
  • Footwear Club

Why Dior products are so expensive?
In the current stage of 2020, Dior has built up his name as the ‘Luxurious’ & ‘Expensive’. We all know that Dior products are so much expensive that not everyone can afford it. You are thinking that only rich people and corporate people buy Dior products but that is not true. Because in 2020 lots of youngsters are crazy about buying Dior products. Below are the reasons why Dior products are so expensive.

Time: The first and most important reason for it is that it is made by hands. World’s popular designers put so much efforts and time to design a single product. It takes hours and hours to design a product.

For to design above dress it took 200 hours to design a dress. From the above design you can see that the professionalism, fitting, design, look and feel of the dress and it grab our attention with the hotness.

Quality: Dior never compromise with the quality of the product. It uses the top-level raw material for products to make.

Design: Dior also charges money for the unique and exclusive design in the market. Dior products are designed by world class designers. It never copies other brand design. It only produces the own design.

Market Revenue: Dior also charges money for the brand name in market. Top Hollywood actors and actresses name has united with Dior so that is also a reason to charge more money from consumers.

Dior Stores Interior: Dior also spends huge amount of money on their store’s interior. When you enter in any Dior store it will give a feel of luxury. And also Dior spends more money on their staff.
Top 10 Most Expensive Products from Dior

10. Walk’n’Dior Technical Knit High-Top Sneakers: $1,000

Walk’n’Dior Technical Knit High-Top Sneakers: $1,000
Walk’n’Dior Technical Knit High-Top Sneakers: $1,000

9. Dior J’adior Flap Bag Leather Mini: $2,280

Dior J'adior Flap Bag Leather Mini: $2,280
Dior J’adior Flap Bag Leather Mini: $2,280

8. Dior 30 Box Belt Bag: $2,700

Dior 30 Box Belt Bag: $2,700
Dior 30 Box Belt Bag: $2,700

7. Dior Book Tote Bag: $3,000

Dior Book Tote Bag: $3,000
Dior Book Tote Bag: $3,000

6. Dior Wool and Silk Dress: $3,200

Dior Wool and Silk Dress: $3,200
Dior Wool and Silk Dress: $3,200

5. Dior Haute Couture Cape Number 15592: $3,256

Dior Haute Couture Cape Number 15592: $3,256
Dior Haute Couture Cape Number 15592: $3,256

4. Lady Dior Bag: $4,000

Lady Dior Bag: $4,000
Lady Dior Bag: $4,000

3. Dior Saddle Bag: $4,100

Dior Saddle Bag: $4,100
Dior Saddle Bag: $4,100

2. Dior Embroidered Stripes Diorama Flap Bag: $4,300

Dior Embroidered Stripes Diorama Flap Bag: $4,300
Dior Embroidered Stripes Diorama Flap Bag: $4,300

1. Dior Lace Dress: $6,100

Dior Lace Dress: $6,100
Dior Lace Dress: $6,100

Marketing Strategy of Dior
We all know that Dior products are so expensive that it is not made for everyone. So as a expensive brand it is very tough task to reach to the focused audience. Dior uses targeting marketing strategy to reach to its targeted audience. It only makes luxurious advertisement and professional photography to be popular between middle class and lower middle class. The advertisement of Dior is so targeting that most of the rich audience is converted into the buyer. It targets between age group of 14-40 because 14-50 age group is fashion oriented.

Dior promotion is done through collaring with Hollywood celebrities, hosting exhibition, sponsoring world-famous fashion shows etc. Because these are the way to mirror the feel of luxury in targeted audience.

Dior follows various distribution channel to distribute products in market. It uses e-commerce, exclusive stores, multi brand stores, high class supermarkets etc. The logic behind to do this is the repetition of brand name into customer mind and eyes frequently. Second reason to do this is to make product available for customer all the time.

Market Share Captured by Dior

2019 Figures of Dior Group
Revenue Earned: 53,670 million euro
Profit from recurring operations: 11,492 million euro
Group share of net profit: 2,938 million euro
Operating free cash flow: 6,237 million euro
Net financial debt: 6,184 million euro
Total equity: 35,717 million euro

Research handled by,
Henil Patel
Email ID: henilpatel98@gmail.com

 

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