The duet Arnault - Galliano is supplemented with wonder: of creative dimension which assembles crowd and other the cold effectiveness of the businessman. Their collaboration will lead to a true handing-over in saddle of the mark: this one attracts from now on younger and more international customers, in particular thanks to its policy of communication and diversification. The artistic directors indeed play a major role in the development of the image of a mark of luxury. Thus in addition to Galliano, Dior also granted the talents of Hedi Slimane, before at SAINT LAURENT for the line Homme and Victoire de Castellane (in the past charged with the Chanel jewels) for the collection of recently launched jewellery. However, we will see that creation is not enough any more to guarantee the viability of a mark of luxury and that a true strategy as well marketing as commercial is essential...
[...] Although being a beginner of the textile, his determination will enable him to carry it against recognized racketeers such Pierre Bergé, Bernard Tapie or Alain Chevalier of the group Moët Hennessy. In 1987, Henri Racamier and Alain Chevalier, respectively chairmen of Louis Vuitton and Moët Hennessy, decide to carry out the merge of their two companies. From this union born the empire of the luxury: LVMH. Consequently, Bernard Arnault aspires only to one thing: to recover the Dior perfumes which belong to the LVMH spirit. [...]
[...] To expand the retail network of Louis Vuitton. To continue the repositioning strategy of the brands currently in a development phase In Perfumes and cosmetics, To achieve greater-than-market growth and improved operational profitability. To pursue the expansion in new high growth territories (Russia, China, Japan, Korea) To drive the growth in sales by regular innovation. In Watches and jewellery, to pursue their policy of innovation and targeted development as well as their cost-cutting efforts To continue the expansion of TagHeuer and Montres Dior in China and India. [...]
[...] He is also the general president- director of Christian Dior seams. Between 1983 and 1993 it directed Lancel and had sat the mark while associating for the first time of the signal models with bags. It serves Dior since 2002 and knew to be surrounded by great names of the mode to increase the notoriety of its mark like John Galliano and Hedi Slimane for the seam, or Victoire de Castellane for the jewellery. The direction is rather stable; one counts indeed only 2 departures over the 3 last years among the top executives. [...]
[...] One nothing eccentric, full with imagination, Victoire de Castellane decided to make its small revolution in this universe which it considers wedged well too much and conventional. It takes as a starting point the the personality of Christian Dior itself and the magic world of the haute couture. With each collection, this creative tells us stories. "The luxury accepts all the whims of imagination", here the gasoline even of poetry according to Victoire de Castellane With a Tunisian father, Italian mother, and Brazilian grandmother, Hedi Slimane embodies the new global fashion. He serve Dior since 2000. [...]
[...] The Group is fixed this year, again, a significant growth target of its operational result. LVMH should thus continue to gain shares of market and to increase its advance on the world market of the luxury. B. Strategic posture 1. Mission Very early, Christian Dior carried out the diversification of the products of his mark. Today, Christian Dior has 6 mains businesses groups. Fashion, Christian Dior couture, main strategic activity, which cuts out in the following way: Woman, the whole of Femme clothing is under the responsibility of John Galliano. [...]
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