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Dior is one of the most iconic names in fashion and fragrance. Their success was revolutionary for the global fashion industry. Ever since their first collection they’ve received extreme praise for their bold and elegant designs. At the end of the 1940s, Dior’s sales accounted for 5% of France’s total export revenue and 75% of Paris’s fashion exports. By 1956, ten years after the founding of the company, Dior sold over 100,000 garments in the United states. Because of their achievements, Dior expanded their business into the world of beauty and footwear. In addition, they started working with designers like Yves Saint Laurent who would go on to become an international success starting the brand, YSL.
With their phenomenal growth, Dior started to market their products globally. They partnered with stars such as Marlene Dietrich, who was a popular German actress, who would solidify the brand as luxury fashion. Continuing with this advertising style, Dior recently collaborated with Natalie Portman, a well-known actress adored for her grace and elegance, for their Miss Dior fragrance. Their international expansion couldn’t be achieved without having these iconic stars to represent the brand’s style and excellence.
Works Cited:
Williams, Robert. “Case Study: Inside the $7 Billion Dior Phenomenon.” The Business of Fashion,
The Business of Fashion, 12 July 2023, www.businessoffashion.com/case-studies/luxury/christian-dior-strategy-lvmh-pietro-beccari-maria-grazia-chiuri-kim-jones/.
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