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Analysis Of Christian Dior

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Parfums Christian Dior is the perfumery and cosmetics line of the French fashion house, Christian Dior S.A.. However, the line belongs to the perfumes and cosmetics portfolio of the world 's largest luxury group, the LVMH Group. Nevertheless, both Christian Dior S.A. and LVMH are headed by chairman Bernard Arnault, and Christian Dior S.A. is the major shareholder of LVMH (Parfums Christian Dior 2015).

The competitors of Dior includes world-renowned luxury brands Chanel, Gucci, Burberry, Saint Laurent and Prada (Christian Dior SE 2015).

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Christian Dior Couture, who is famous for its haute couture, which promotes the brand positions the high-end luxury market. Except that, Dior also extended its businesses, launched high jewelry and menswear products, which also target at high-end luxury market that adapts to luxury strategy. Beyond that, Dior is also well known for its fashion pieces, such as the stylish Fusion Sneakers, Dior Homme Rose suit, etc. Even Karl Lagerfeld is a big fan of Dior Homme fashion pieces as well. As fashion sells not only products, but also styling and being fashionable, which means, the targeted clients can be very distinguished, though overlaps exist, from the ones of high-end luxury consumers. Different strategies will work considering various customer needs. That’s how fashion strategy works for Dior brand. Furthermore, in order to capture the rest of luxury consumers, premium strategy has also been used in Dior with the help of the another individual company: Dior Parfum who owns the title of Dior but belongs to LVMH group. The company focuses on selling perfume and cosmetics that have comparatively lower price and better cost performance than any Dior Couture products. They are still luxury goods that can be used as a status symbol but with an unique character of “pay more, get more”, which correspondent to the main idea of the premium strategy provided (Bastien 2015) by Professor

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