Competition

Although Dior is a strong, influential brand there will always be high competition from brands which are also in the same fashion market sector as Dior. 

One of Diors main competitors is Chanel, not only in fashion but also in beauty. 

In terms of fragrances Bernard Arnault stated that the company aims to make J’Adore Dior the world’s best-selling women’s fragrance. He went on to say how the fragrance has already overtaken its main rival (Chanel No 5) in many markets around the world and has retained its leading position in France, which both brands originate from. Mr Arnault then went on state the strong performance of Christian Dior fragrances, including J’Adore, is a key growth driver of LVMH’s Cosmetics and Fragrances division.

2013 marked a crucial turning point for both J’Adore and LVMH as J’Adore overtook Chanel No 5 to become the best-selling women’s fragrance in China. Of the top 10 markets in women’s premium fragrances in 2013, J’Adore ranked first in four of them, two more than its main rival, which had a higher ranking in the rest of the top 10 with the exception of South Africa.

Chanels advantage is that they have strength in developed markets which include the UK, US and Germany. The size of these markets are crucial in taking the lead position globally. For this reason in the past years Dior has been working to boost brand awareness and exposure in the Uk. For example Diors takeover in Harrods last year with the Dior exhibition. 

In Harrods the ultimate Dior experience was created for the public to witness. The theme was a blend of "French Savior Fair and British charm"

The opening of the beauty boutique in Covent Garden is another example of Dior boosting brand awareness. It just so happens the launch of Diors beauty shop happened just one year after Chanel opened there beauty boutique and it is positioned exactly next to it, demonstrating the battle between the two brands. The launch was also just a few months after Aesop's arrival near by kings street. Covent garden is quickly becoming the main hub for the worlds leading beauty brands. Another brand which is launched a beauty boutique in Covent Garden is Burberry. Which again is another one of  Diors competitors. 

Also in Selfridges the Dior and Chanel beauty stands are placed exactly opposite each other in store.

Promotion wise for Dior in the US includes the addition of dedicated space for the new La Collection Privée Christian Dior in Saks Fifth Avenue, a mother and daughter tea event organised by the retailer and the high-profile Christian Dior Cruise 2015 fashion show in Brooklyn, which promoted the brand’s values. On the other hand Chanel’s has a US beauty website, with videos featuring the well-known make-up artist Lisa Aldridge and there have been different activities throughout the year that have enabled Chanel to maintain stronger awareness and a stronger brand image than Christian Dior.

Some other competitors of Dior fragrance include other French brands such as Lancome, Yves Saint Laurent, Thierry Mugler and Estee Lauder. Also brands like Valentino, Burberry, Balenciaga, Marc Jacobs and Tom Ford all have good selling fragrances.     

The Uk favourite perfumes 2014

Marc Jacobs- Daisy Dream

Cheryl- Stormflower

Paco Rabanne- Lady Million

Thierry Mugler- Alien

Boss- Ma Vie

Marc Jacobs- Daisy

Thierry Mugler- Angel

Jean Paul Gaultier- Classique Intense

Dolce and Gabbana- Dolce

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