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.
“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)
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.
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