Dior SWOT

S W O T 

Strengths:

• Haute Couture brand which is known worldwide. 
• High end designer thats been established for over 60 years.
• A fast moving brand that has an unique and individual marketing strategy which has kept the brand known for so many years.
• It has a strong identity, the company has a sense of historical conception that is forever growing.
• The brand has an affection with their consumer to keep the brand identity flowing.

Weakness:

• Dior over the years has had a few different designers since 1946, which has change the brand by adding their distinctive personality and creativity.
• The balance of the brand has been up and down in the industry by the choices made by certain designers with a change of couture prices and independent designs.  

                              Dior 1946

Dior 2014

Opportunities: 

• A big opportunity Dior has recently had was opening an event in Harrods, London last year. 
• This was a huge promotion for the brand and allowed a variety of audiences to view the quantity and quality of their designs.
• Dior as a brand is at the high end of fashion so is wanted worldwide, the label is expected to keep up with all fashion events and their competitors, therefore, the brand exploits are perfected within sales.

Threats: 

• Dior's huge competitor within Haute Couture fashion is Chanel, the close trademark connection between the two brands is a threat towards the consumer and the fashion industry.
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