Dior PDF Till 2ND

DIOR
TIMELINE
1905: Christian Dior is born in the
French seaside town of Granville to an
affluent family of agricultural industrial-
ists.
1925: Dior enters a prestigious political

science university in Paris.
1928: Dior and Pablo picasso Colle

open an art gallery
From 1937, Dior was employed by the

fashion designer Robert Piguet.
In 1947, he named his debut fragrance,
Miss Dior in tribute to his sister.
1947: Dior presents his first collection

under his own name
1955: Yves Saint Laurent becomes Di-

or’s design assistant.
1957: Dior appears on the cover of

Time magazine. The designer dies of a
heart attack in Montecatini Terme, Italy.
BRAND POSITIONING
•Dior uses a blend of demograph- •Differentiated targeting strategies
DEMOGRAPHICS ic, psychographic segmentation are used by dior to
promote & at- •Gender: Women strategies to make its offering tract a
particular group of customer. •Age: from 16 to 40
available to the target market. •Position itself as brand which •Personality:
intelligent, high
•Dior target into the ladies fa- carries rich heritage and at the social status, elegant
and vorite good and keep developing trend and status of the fash- modern.
well. Through advertising blend, ion industry and modern socie- •Occupation:
Management dior sets the price at high place. ty. Is uses value-based
position- and professional.

ing itself as a premium brand.
•Income: ($ 3.000)
HISTORY
EARLY
LIFE Christian Dior was born in Granville,
seaside town on the coast of Nor-
mandy, France. He was the second of
five children born to Maurice Dior, a
wealthy fertilizer manufacturer and
his wife, formerly Madeleine Martin.
He had four siblings: Raymond, Jac-
queline, Bernard, and Catherine Dior.
Dior’s family had hoped he would
become a diplomat, but Dior was ar-
tistic and wished to be involved in art.
To make money, he sold his fashion
sketches outside his house for about 10
cents each. In 1928, Dior left school
and received money from his father
to finance a small art gallery, where
he and a friend sold art by the likes
of Pablo Picasso. From 1937, Dior
was employed by the fashion design-
er Robert Piguet, who gave him the
opportunity to design for three Piguet
collections.In 1942, he joined the fash-
ion house of Lucien Lelong, where he
and Balmain were the primary design-
ers.Dior designed dresses for the wives
of Nazi officers and French collabora-
tor
EDUCATIO
N
When he was a boy, Dior’s family moved to

Paris, where he would spend his youth. Al-
though Dior was passionate about art and ex-
pressed an interest in becoming an architect,
he submitted to pressure from his father and,
in 1925, enrolled at the École des Sciences
Politiques to begin his studies in political
science, with the understanding that he would
eventually find work as a diplomat.After his
graduation in 1928, however, Dior opened
a small art gallery with money he received
from his father, who had agreed to lend his
son his financial support on the condition that
the family name would not appear above the
gallery door.
CAREER
1955: marked the launch

On February 12, 1947, of the very first Dior
a new couturier named lipstick. Ever since then,
What I find fasci- the company has never
Christian Dior present-
nating about Mon- ceased to amaze women
ed his first show to the
sieur Dior, is that he with their lipstick re-
press. In an elegant
launched his first per- leases. Lipstick is one of
salon on the Avenue
fume, Miss Dior, at those items that is unde-
Montaigne, a model
the same time as his niably feminine. Count-
sauntered out wearing a
first couture collec- less women of all na-
calf-grazing skirt made
tion in 1947—he’s the tionalities, backgrounds,
with 20 yards of black
only grand couturier income levels and
wool.
to have done that. social status’ wear
lipstick work, to feel
pretty for their
significant other, or just
to feel good about
CAREER
1995:Dior,created a
1957:Yves Saint Lau- structured black bag,
rent becomes creative unofficially named the
Christian Dior re- Chouchou. It was pre-
director of the fashion
marked that the belt is sented to Lady Diana at
house.
an astonishing meth- the exhibition. Shortly
1958: The Trapèze line
od to highlight your after, the bag was seen on
of Yves Saint
Waist. The scope of the arm of the Princess.
Laurent’s first
Dior belts offers ex- Described as “iconic”
collection marks and “legendary”, Dior
otic leathers created
a shift for the house. changed the name to the
with artfulness, in an
Roger Vivier launches “Lady Dior” in 1996.
assortment of tones
a shoe brand under Two hundred thousand
that go with any style.
the Dior label. models were sold in two
years, thus Dior’s leather
goods turnover massively
increased.
B R AND SETUP
The house of Dior considers The House of Dior quickly

1947 to be the official year of gained a reputation for being
conception as that is when luxurious, for using only the
Dior showed his first summer best materials. Dior became
and spring collection. popular among the elite social
Expansion of Dior began class and worked with high
from France by the end of profile clients including Mar-
1949; Christian Dior opened ilyn Monroe and
Elizabeth
a boutique in New York City. Taylor.
By the end of the same year, Expansion of Dior
began from almost 75% of Paris’s fashion France by
the end of 1949; exports and 5% of France’s to-
Christian Dior opened a bou- tal export revenue was made
tique in New York City. By the up alone by Dior
fashions. The end of the same year, almost
combination of classicism and 75% of Paris’s
fashion exports modernity in Dior’s designs and
5% of France’s total ex- defined fashion for over a dec-
port revenue was made up ade and remained
one of the alone by Dior fashions. As of most
striking looks to date. today, Dior is well established,
Ever since the 40’s the brand luxurious and a
highly appre- has become one of the most ciated
fashion house that con- famous and highly regarded
tinues to create amusing de- and recommended fashion
signs meeting every modern companies in the world.
day women’s style needs.
LEGAC
YChristian Dior spent his days as a rich
The legacy of the ironically firm rests on a history of
misfortune.
so- cialite until his family went bankrupt, forcing
him to work as a freelance designer, starting in
1941. Within five years, once World War Two was
over, he opened up his own “House of Dior”. Four
years later, the firm went global, opening up a
boutique in New York City. Just after he was feted
with a Time Magazine cover sto- ry in 1957, Dior the
designer died of a heart attack. He was succeeded by
six successive artistic directors — the daring Yves
Saint Laurent; the conservative Marc Bohan; the
flamboyant Gianfranco Ferré; the exuberant John
Galliano; Raf Simons the minimalist ; and finally,
Maria Grazia Chiuri the feminist — who continued on
his legacy by dissecting, adapting the signature
style of Dior to different times, and each adding
their own creative sensibilities that continue to
influence the way we dress 70 years on. There are
now over two hundred Dior locations around the
world in every continent ex- cept for Antarctica.
POPULAR DESIGNS
Gianfranco ferre’s
memora- ble Palladio
dress.
Dior’s famous bar suit from

his debut collection in 1947.
J’Adior slingback-
pump, a signature Maria
Grazia’s shoe collection.
Lady Dior bag that came out
in 1994.
John Galliano for Dior

newspapaer print dress.
The first fragrance

Christian Dior launched
in 1947 was Miss Dior.

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DIOR

1925: Dior enters a prestigious political

1928: Dior and Pablo picasso Colle

From 1937, Dior was employed by the

1947: Dior presents his first collection

1955: Yves Saint Laurent becomes Di-

1957: Dior appears on the cover of

•Dior uses a blend of demograph- •Differentiated targeting strategies

DEMOGRAPHICS ic, psychographic segmentation are used by dior to

position- and professional.

When he was a boy, Dior’s family moved to

1955: marked the launch

The house of Dior considers The House of Dior quickly

Dior’s famous bar suit from

John Galliano for Dior

The first fragrance

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