Dior relies on its heritage and reputation for its branded products, however they have increased there advertisement on www.youtube.com community which has help the blossoming of the brand in the more modern day fashion. The brands focus is to become more cohesive and comprehensive, improving communication with the consumer would be beneficial to revitalise the brand.
Christian Dior new design of full length skirts and enhancing of the waist has still been inherited in current designs. Summer/Spring of 2015 collection is carrying on the legacy of the 'new look'.
Christian Dior measuring the Hem Line in 1947, of his first designs
The Dior brand was built on the foundation of fantasy, femininity and innovation in 1947. Yves Saint Laurent, John Galliano and Raf Simons are the latest mastermind of Dior.
Raf Simons working a new look, the thoughtful designer has led Dior out of a sensitive time into a new ear of brilliance.
'You never see him coming, then he just blows you away'
Today Dior has many extension brand such as fragrances, handbags, jewellery which contain a total of ten brand categories. Dior constructs itself on market techniques using advertisement that is unique, its celebrity endorsements from years ago to current styles relying on its brands honesty.
Dior manages its brand name but associating itself with high prices (couture), its sophistication, chic, women, ready to wear and elegance.
'luscious and sophisticated'
Dior causes an emotional change, it is favourable for the buyer to feel good, special and lucky to be able to wear this design. The brand only exist in the minds of its true consumers they have an expectation and they are responsible for keeping up there position in the market.
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