Haute Couture, literal meaning in French is high sewing. Haute couture is fashion that is constructed by hand from start to finish, made from high quality, expensive, often unusual fabric and sewn with extreme attention to detail and finished by the most experienced and capable seamstresses, often using time-consuming, hand-executed techniques. (Haute couture, Wikipedia)
In France this term is used only for the highest quality craftsman or by firms that can obtain certain standards in their craftsmanship. Christian Dior has been recognized seller of haute couture. This is one of Dior’s competitive advantages.
In France this term is used only for the highest quality craftsman or by firms that can obtain certain standards in their craftsmanship. Christian Dior has been recognized seller of haute couture. This is one of Dior’s competitive advantages.
Its 2nd most important advantage comes from the founder Christian Dior. He had a vision of creating extra ordinary fashion by mixing traditional technique with modern ideas and business technique. This created immediate sales for the company. The company also started to franchise its label from very first that is the reason Dior is so widely spread out now. Christian Dior had a great idea of how to make clothing look good on women and complement and accentuate the female figure.
An engineer with an eye for fashion, that is Bernard Arnault Chairman of Dior and the next competitive advantage for Dior. He gave Dior the alliance with LVMH Moët Hennessy • Louis Vuitton – the world's largest luxury group. LVMH’s huge portfolio helps Dior in achieving an edge that is not known to its competitors like Channel. For example LVMH’s Sephora (Chain cosmetic store) sells Dior in all of its branches all over the world, from China to Singapore to all over America.
Dior focuses on the very niche market of luxury fashion and also fragrance, makeup and skin care. Truth be told Dior products are not for all, clearly it is high cost. One of Dior’s iconic product is its fragrance J’adore. According to them
“Paying homage to Christian Dior's passion for flowers, J'adore is a fragrance that symbolizes ultimate femininity, sophistication and glamour. J'adore unites the noblest of flowers from a precious garden of ingredients and is created around a unique, generous and harmonious floral bouquet.” (dior.com)
“Paying homage to Christian Dior's passion for flowers, J'adore is a fragrance that symbolizes ultimate femininity, sophistication and glamour. J'adore unites the noblest of flowers from a precious garden of ingredients and is created around a unique, generous and harmonious floral bouquet.” (dior.com)
Maintaining quality is also very important for Dior, even while maintaining its massive numbers of retail outlets Dior keeps good quality control standards. Customer care is clearly important to them and is visible in all its stores.
The final competitive advantage I think comes from Dior's new artist director lead designer Raf Simons. His idea is not to buy a 5 figure dress for one occasion but to spend that much for items that could be included in everyday wear. His line of work that is why includes coats and jackets along with his exquisite haute couture. He is the trend setter for wealthy fashion lovers and this boosts sales for Dior.
Ultimately we see that Dior’s strength comes from its brand image and its alliance with LVMH, but most importantly its workforce consists of craftsman who are skilled and dedicated to Dior. That is why Dior’s fashion will remain unbeatable.
The final competitive advantage I think comes from Dior's new artist director lead designer Raf Simons. His idea is not to buy a 5 figure dress for one occasion but to spend that much for items that could be included in everyday wear. His line of work that is why includes coats and jackets along with his exquisite haute couture. He is the trend setter for wealthy fashion lovers and this boosts sales for Dior.
Ultimately we see that Dior’s strength comes from its brand image and its alliance with LVMH, but most importantly its workforce consists of craftsman who are skilled and dedicated to Dior. That is why Dior’s fashion will remain unbeatable.
Reference:
Wikipedia. Christian Dior S.A. Retrieved from: http://en.wikipedia.org/wiki/Christian_Dior_S.A.#21st_century
Dior. Ultimate Femininity. Retrieved from: http://www.dior.com/beauty/en_int/fragrance-and-beauty/women-fragrance-and-men-fragrance-by-christian-dio/women-fragrance/jadore/fr-jadorefpl-jadore.html
Articlesbase. Decreasing Profitability of Christian Dior. (Sep 16, 2010). Retrieved from: http://www.articlesbase.com/art-articles/decreasing-profitability-of-christian-dior-3279750.html
Style.com. Christian Dior Fall 2014 Couture. Retrieved from: http://www.style.com/fashion-shows/fall-2014-couture/christian-dior
Wikipedia. Christian Dior S.A. Retrieved from: http://en.wikipedia.org/wiki/Christian_Dior_S.A.#21st_century
Dior. Ultimate Femininity. Retrieved from: http://www.dior.com/beauty/en_int/fragrance-and-beauty/women-fragrance-and-men-fragrance-by-christian-dio/women-fragrance/jadore/fr-jadorefpl-jadore.html
Articlesbase. Decreasing Profitability of Christian Dior. (Sep 16, 2010). Retrieved from: http://www.articlesbase.com/art-articles/decreasing-profitability-of-christian-dior-3279750.html
Style.com. Christian Dior Fall 2014 Couture. Retrieved from: http://www.style.com/fashion-shows/fall-2014-couture/christian-dior