Dior Dior 2014, The Best Performing Luxury Brand, Why Is It So Successful?

Judging from current standards, Dior It's a luxury brand. This is beyond doubt. But how it becomes a luxury is a matter worth pondering. In the latest quarter of fiscal year 2015, the company showed its ability to be immune to other luxury peers. Christian Dior SA earned 417 million euros in the first quarter and 13.3% in the same period. The growth rate of other luxury goods companies did not exceed two digits during the same period.

We have collated the luxury history of LV. It has a long history as well as Hermes. It is a royal supplier of pure blood. We also reported that Bottega Veneta, commonly known as BV, was founded in 1966, and ranks among luxury goods purely on the basis of unique leather processing technology. But Dior and them are different. It was founded in 1946 and has no special tailoring technology, but it has caught up with an era. To be exact, the founder and designer, Christian Dior, seized the desire of women in that era and created a style. This brilliant life has become the lifelong pursuit of countless designers since the so-called style means that products have been linked with the times and become a part of society. When Dior becomes a coordinate, it breaks away from ordinary consumer goods. Market demand relationship Not only does it sell at a price much higher than its functional value, it also provides customers with an excellent sense of superiority.

The reason why it is worth pondering is that the spiritual coordinates created by Christian Dior for Dior are still affecting the creative brain and every loyal consumer of this brand even though the times are quite different now. You often hear the phrase "this design is not Dior", that is what it means. No brand can better reflect the loyalty to the founders than Dior. Look at the current Chanel, which is quite different from what it was then.

Let's see how its business started.

1. a classic Look can create a brand, but a brand can't have only one Look.

If you care about fashion, you may have heard more about the story of Christian Dior and New Look. This story sums up the ultimate dream of all designers -- designing a new Look that will make the world amazing. Then you really have everything: brand, store, customer, capital and reputation.

Such an epoch-making fashion trend must be born at the turning point of history. Paris in 1946 has not yet come out of the shadow of war. After the Nazi occupation and blockade policy, people living in this romantic fashion capital have to compromise in the face of real life problems. Living standards are forced to bottom line. What to wear is no longer important. Due to the shortage of cloth and the implementation of rationing system, Paris's fashion shops have been shut down, and many designers have fled to the United States, which has made Paris lose its fashion center status. It is hard to imagine that the exquisite wedding dress of the Paris woman at that time was even an ordinary dress and military uniform coat. Nylon stockings have also become a rare luxury.

During this period, some people are still sticking to the fashion tradition of Paris. This includes young Christian Dior. His parents wanted him to be a diplomat from an early age, but he showed more sensitivity to art. In the early years he relied on selling fashionable hand drawn manuscripts for his living. In 1937, he worked with Pierre Balman to become a staff member of Paris's advanced custom brand Robert Piguet and made a dress for the ladies of Nazi high officials. In the same period, Nina Ricci and Jeanne Lanvin also rely on this intensity day.

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2. fashion magazine nominated creative director for Dior, and its boss will say that these people are just like Christian Dior.

It can be said that the initial fame of Dior was made by fashion magazines. In 1947, Dior named his first spring and summer series "Corolle" (French "corolla"). But few people remember the word "corolla" in this botany term. People will blurt out these clothes when they see them: "New Look!" in fact, this is the evaluation of Dior design by Carmell Snow, editor in chief of Haper's Bazzar. "Dior saved Paris, just like the battle of the Ba en River saved Paris." Snow said.

Since then, as the national brand that represents the highest level of fashion industry in Paris, coupled with the sudden death of Dior in 1957, the company's every move in the future has been closely watched by fashion critics. The influence of fashion media on fashion industry is not limited to the end of the industry chain. Look at the history of Dior after 1957, and sometimes you will be surprised how much they can interfere.

　　 Three Raf Simons Has Dior been innovated? Or are you looking for a new era?

Interestingly, since the death of Dior in 1957, the art director of this company has been rotated between designers who are known for their exaggerated personality and traditional conservative conservatives. This may be a common contradiction between all designers and brands, but in Dior, the brand of the national hero founder and the landmark Look is especially strong. Every designer who comes to Dior first looks up at this mountain which looks impossible to climb, then finds his own coordinates.

In 2012, Arnault, who was eager to turn the brand over from the scandal of John Galliano, chose Belgian designer Raf Simons as the new creative director of Dior. The nameless young man was known as a "dark horse" and stood out from a number of candidates. Arnault once again stood in front of the media lens, describing Simons as a character comparable to the legendary founder of the brand. But as we all know, Simons is famous for its neat lines, which is totally out of line with the complex and romantic style of Dior.

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How valuable is the Dior brand after 4.New Look has started?

Just know how successful its derivatives are.

In regard to Dior's derivatives, don't count it on Bernard Arnault. When it comes to the founder of LVMH group, you will think of capitalists who have no compassion for designers. As early as 1950s, when Christian Dior was still alive, the brand had evolved from New Look to a fashion empire. In 1947, in the same year as New Look, Miss Dior perfume, inspired by her sister Christine Dior, was born. This is the result of cooperation between Dior and Coty, a famous perfume company in France, and has also opened up a prelude to Dior's massive development of licensed products. In 1950, Dior CEO's Jacques Rou t decided to print the Logo of "Christian Dior" on a series of fashion products. At first it was a necklace, followed by a hat, scarf, bag, underwear, jewelry and fur. In France, "HauteCouture" (advanced customization) is named after the protection of the law. Only after being recognized by the La Chambre Syndicale de la Couture is it eligible to be called "advanced customization". Dior's move is called "self degradation" by the haute couture Association. But 3 years later, almost all of Paris's high fashion houses began to follow Dior's approach.