It was known as “the new look”, as it was a refreshing style to see after the de-feminizing uniforms and cosmetics of the second world war. The Bar suit was the icon of “the new look” and was from his first collection, 12th February 1947. From this 'new look' Dior has always been associated with a new beginning and innovation, in the sense that he didn't follow trends but he set them.
Dior has always and continues to be admired by Hollywood stars. It is often associated with old Hollywood glamour, with actresses such as Marlene Dietrich, Eva Peron, Ava Gardner, Marilyn Monroe etc. This is shown through the J’adore Dior advert.
Today, hollywood stars are often on featured on the campaigns and adverts for Dior. Actresses which have been featured in the campaigns and adverts include Marion Cotillard, Natalie Portman, Jennifer Lawrence, Charlize Theron and Mila Kunis.
Today Dior is global business and it is owned by LVMH. There are around 250 stores worldwidea It holds 42.36% shares of and 59.01% voting rights within LVMH conglomerate. In terms of market segmentation Dior sits in the luxury market and couture, which means competition includes brands such as Chanel, Prada, Gucci, Saint Laurent, Valentino etc.
LVMH company overview of Dior:
Company overview
Innovation – The House
Make women elegant: this has always been Christian Dior's desire. In this way, he designs dresses, creates perfumes and invents make-up looks for them… Today, the Dior House devotes its entire energy to creating new shades, textures and unique fragrances that arouse emotion! The Dior spirit keeps on seeking Beauty to live up to the expectations of the most sophisticated, sexy and elegant women…
Sexy – Make-Up
Red… Christian Dior has chosen this colour since 1947 to light up every woman's lips. Then, Dior created the "Looks", complete ranges of products evolving as seasons go by. Each year, new collections offer daring creative and vibrant shades. Women can be even sexier.
Beauty – Skincare
Light textures, unique hydrating effects, and revolutionary formulas… To satisfy women's most demanding expectations, Dior set up its own research laboratory: DiorScience. At the Innovation Centre, 200 experts work each day to create and develop more and more efficient products. It is a magic fusion of women, beauty and science…
Dream – Fragance
There is a Dior fragrance to suit each woman, whether she is sophisticated, sensual, natural or elegant… Daring as well as floral, Dior fragrances all express a state of mind, a way of life. Whoever you cross, you leave a spell of seduction in your trail.
Creative Directors present and past
Christian Dior 1946-1957
Yves Saint Laurent 1957-1960
Marc Bohan 1960-1989
Gianfranco Ferre 19889-1997
John Galliano 1997-2011
Bill Gaytten 2001-2012
Raf Simons 2012-present
Bernard Arnault (chairman)
Sidney Toledano (CEO)Raf Simons (creative director)
Kris Van Assche (creative director, dior homme)
Victoire de Castellane (Designer, dior fine jewelry)
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