“Dior and I (2015) brings the viewer inside the storied world of the Christian Dior fashion house with a privileged, behind-the-scenes look at the creation of Raf Simons’ first haute couture collection”- imdb
What the movie also does is give us a look inside how a premium brand works, and provide some insights into what it takes to become a premium brand. Steve Cardwell at Pariveda gave a talk on becoming a premium brand, and I wanted to compare some of his thoughts with what I observed in the documentary.
Confidence and Influence– “Premium is a mindset” – Steve Cardwell
Many customers, fashionistas, and Dior employees themselves strongly believe their product is premium which itself is a key driver of their product’s value and influence. Designers, artists, seamsters, and executives are spending a great deal of time and energy to make sure every detail of their final product is perfect, from initial concept to the final moment of the show. But how can they possibly know if a new design is going to be successful if their potential customers can’t even see it until the final product is revealed on the runway?It’s all about the mindset!
Customers buy Dior couture for its use of elaborate techniques, high quality fabrics, detailed design, and professional craftsmanship. They value the work that was put into the final product itself. Therefore, they don’t necessarily need to see the product because they believe and know that it is premium.They know and expect that level of effort from the brand. Few organizations reach the where a customer has so much trust in the work of an organization that they value the work itself just as much, and in many cases more than, the utility of the product.
Ownership and Tradition– “Premium is a shared vision” – Adrian (Me!)
Confidence also comes from a strong tradition and sense of ownership. Employees feel honored to work at Dior and the same goes for many other premium brand organizations. They know that they are working for a company that did something great and they can expect they will be part of even greater things in the future. There is a lot of value in reinforcing the brand to energize employees by sharing news and details of innovative and interesting projects, to build a tradition, and a brand that people can be proud of. It’s also a recruiting tool that attracts and retains top talent in a talent-constrained economy. Brand is just as important to individuals working at the firm as it is to outside viewers.
Ideas and Outputs– “We must measure ourselves by our ideas and outputs…” – Steve Cardwell
Dior creates ideas! It’s what many individuals refer to as a “Thought Leader”. Their ideas have the potential to influence and define trends. This bully pulpit provides an inherent value to their products. Customers are aware that not all of the high concept ideas generated take hold, but they want to be the first to have the latest to give them an edge, and they trust Dior to provide it to them. Having an edge means setting themselves as the trendsetters among their social groups, ultimately building their reputations as tastemakers. Customers find more value and ultimately pay more for these ideas. In most cases haute couture strives to be different in some way, push the boundaries and move the trend in a different direction. It’s a balance, but it’s something that customers expect and value in the final product. They trust the knowledge of the highly skilled professionals at the company because of their proven track record of success.
Fashion Acumen– “We must develop business acumen to uncover valuable ideas for our clients” – Steve Cardwell
Dior knows fashion. An important aspect of Raf’s design process was the incorporation of art and design concepts from his own studies. Raf studies materials, paintings, fabrics, and more to draw inspiration from multiple sources when crafting a high quality product that is pushing boundaries while still aligning with people’s needs. Employees, and especially leaders, at premium brand organizations have to draw on multiple sources to develop their own business acumen necessary to create high quality products. Premium brands go above and beyond to develop broad and deep skills in a multitude of areas. This means varying employee experiences and developing external learning while providing opportunities to apply that learning.
These were just a few things I noticed while watching the movie that I noticed could be useful in narrowing down what makes a premium brand and how to become one. I hope you’ve found this useful as well.
FAQs
“Our House continually reinvents the unique heritage and savoir-faire created by Monsieur Dior. We are avid to share this dream with our customers around the world, the embodiment of Parisian haute couture, infused with the values of excellence, innovation and audacity.”
How did Dior become a luxury brand? ›
In 1988, Arnault's Christian Dior S.A.'s took a 32% equity stake into the share capital of Moët-Hennessy. Louis Vuitton (LVMH) through its subsidiary Jacques Rober, creating what would become one of the leading and most influential luxury goods companies in the world.
What makes Dior different from other brands? ›
Luxurious Craftsmanship: Each of Dior's collections evoke sensuality through their intricate embroidery and signature motifs. The construction of the house's garments consists of a concealed craft that only a skilled couture atelier at their peak can achieve.
What are Dior's brand values? ›
This statistic presents the brand value of Dior worldwide from 2016 to 2022. In 2022, the Dior brand was valued at approximately 8.9 billion U.S. dollars.
What makes Dior so special? ›
Why is Dior so famous? Christian Dior, more commonly known as Dior, is a luxury goods company famed for revolutionizing the women's fashion industry. The brand has been cited as the catalyst for Paris' revival as the fashion capital of the world after it fell from its prominent position after WWII.
What is Dior vision statement? ›
The vision statement for Christian Dior is, "To become the world's most popular brand in all products that enhance their lifestyle." Christian Dior Couture. Christian Dior Couture group have more than 4000 stores globally with presence in 35 countries across the globe.
What is Dior marketing strategy? ›
Unlike marketing that can be used for other brands, marketing for luxury brands is focused on a specific audience. And the main value is exclusivity. This is well known to Dior, one of the most important brands in the world.
How did Dior change the world? ›
With his debut haute couture show in 1947, Christian Dior achieved the twin feats of single-handedly redefining women's style after years of war and restraint and re-establishing Paris as the center of the fashion universe.
What are 3 interesting facts about Dior? ›
Ten Things You Might Not Know About Christian Dior
- He dabbled in anarchism. ...
- His sibling influenced a famous fragrance. ...
- He was a 'Tyrant of Hemlines' ...
- He was highly superstitious. ...
- Bathtime was a hub of creativity. ...
- His death is shrouded in mystery. ...
- A 21-year-old Yves Saint Laurent was photographed at his funeral.
Dior targets high-end customers who are always willing to pay high prices as long as they are assured of high-quality products.
Dior's work uniquely indexed the character of French national nostalgia in the postwar years, installing an aesthetic of femininity that recalled the years of apparent French glory. In effect, Dior materialized a longing for a nebulous pre-war (even pre-World War I) past through his designs.
How is Dior successful? ›
Dior's success is “about omnichannel, fluid experience, the ability to be innovative”, Beccari says. “We changed our platform, prioritising our ability to integrate bricks-and-mortar with the digital experience.
What is Dior's brand identity? ›
The top 5 positive attributes associated with the christian dior brand are iconic, fashionable, glamorous, emblematic and inimitable.
Who is Dior's favorite model? ›
It's hard to believe that two years after this photograph of Christian Dior and his favourite model, Lucie Daouphars (otherwise known as Lucky), was taken in 1955 the great couturier would be dead.
Why do you want to work for Dior? ›
Examples of reasons you want to work for Christian Dior may include: The company's well-established and highly respected brand. Its combination of traditions of excellence and creative passion with a cosmopolitan flair and spirit of conquest. Your love and passion for all things fashion.
How did Dior impact the fashion industry? ›
When he burst on the Paris fashion scene in 1947, his New Look created an international frenzy never seen before or since. At age 41, the new designer created a dominant new silhouette based on a femininity that combined historic concepts and brought a war-ravaged world into a new age of glamour and luxury.
Who is the most popular Dior ambassador? ›
Isabella Adjani features prominently on the list of the most influential Dior global ambassadors.
Who is Dior's brand ambassador? ›
After officially joining as a face of Dior in summer 2021, the Grownish star is the latest addition to Dior's line-up of A-list beauty ambassadors, which currently include actresses Natalie Portman, Charlize Theron, Anya Taylor-Joy, and Elizabeth Debicki, Blackpink's Jisoo, and model Cara Delevingne.
What is the unique selling proposition for Dior? ›
About Christian Dior
| Christian Dior Overview |
|---|
| Sector | Lifestyle and Retail |
| Tagline/ Slogan | Admit It; Explosive is your Dior |
| USP | Christian Dior is the complete lifestyle designer luxury brand |
| Christian Dior STP |
5 more rows26 Apr 2020
According to Similarweb data of monthly visits, dior.com's top competitor in October 2022 is gucci.com with 11.9M visits.
The bee is a long-standing symbol of Dior, inspired by Christian Dior's image of his fashion house as a bustling hive of activity.
Why was Dior's New Look controversial? ›
NEW CONTROVERSY
It seemed the exaggerated femininity of Dior's collection had come along at just the right time – although not everyone agreed. Some were enraged by the sheer amount of fabric used in his circle skirts – considered a shameful waste by those who'd previously scrimped and saved during wartime austerity.
What does Dior logo mean? ›
The logo of the company Dior is the name of the founder and fashion designer of the brand Christian Dior. The Dior logo represents a simple word mark with the brand name and using a Nicolas Cochin font.
What is the difference between Dior and Dior? ›
Christian Dior and Dior are the same. The former refers to the founding designer of his namesake fashion house, Dior.
How does Dior communicate with customers? ›
The company has a loyalty program known as 'Dior Loyalty Program' through which they interact with their customers through e-mails or mails through post.
What is Dior most famous item? ›
Christian Dior's Most Iconic Styles
- Christian Dior's famous Bar suit from his debut collection in 1947 is composed of a full skirt, cinched waist, a fitted jacket.
- Yves Saint Laurent adjusts a Trapèze Dress for Dior on Svetlana Lloya in 1958.
EVER MORE SOCIALLY RESPONSIBLE SOURCING
As a member of the Union for Ethical BioTrade (UEBT), Dior is committed to continuously improving its impact on biodiversity and society.
What age group is Dior for? ›
Dior wilderness does not have a specific age group for use. Generally, there are more people between the ages of 20 and 35. Dior wilderness is a men's perfume. This perfume is suitable for all urban men, fashion men, white-collar, business people.
What is Dior's competitive advantage? ›
First, Dior creates value by way of product design. Not just anyone can enter the haute couture market and even fewer can maintain the stronghold that Dior occupies. From its inception, the firm was guided by Christian Dior's truly unique perspective on fashion.
What was Dior inspired by? ›
Christian Dior loved nature, whether his garden at Milly-la-Forêt, his vines at La Colle Noire, or the lily-of-the-valley that brought him good luck. For him, it was always about flowers, going so far as to inspire the idea of dressing women in blooms and petals cut in fabric.
Christian Dior's reputation as one of the most important couturiers of the twentieth century was launched in 1947 with his very first collection, in which he introduced the “New Look.” Featuring rounded shoulders, a cinched waist, and very full skirt, the New Look celebrated ultra-femininity and opulence in women's ...
Who is Dior 2022 brand ambassador? ›
Cha Eun Woo is the center of attention at the Dior SS23 Ready-To-Wear Collection Fashion show as a brand ambassador.
What famous people have worn Dior? ›
As faces of the brand, Natalie Portman, Charlize Theron, Jennifer Lawrence and Marion Cotillard owe many of their most memorable fashion moments to Dior - taking their pick from its couture rails or slipping into bespoke designs.
Why do you wanna work for this brand? ›
Express your personal passion for the employer's product/service/mission. Employers want to know you're passionate about what they do, whether it takes the shape of a product, a service, a mission, or a brand. You can also connect your passion to the company's core values, which can often be found on their website.
Why are you chosen for this role? ›
“Why should I hire you?” What they really want to know: What makes you a good fit for the job, and how you see yourself contributing to their business. DO talk about: Your specific achievements, accomplishments, and directly related experience, along with any unique strengths and passions.
Why do you want to become this role? ›
Focus on the job at hand
'I want this job because I have clear skills that will help me achieve...' 'This role will give me the opportunity to combine both my skills in [skill 1] and [skill 2] to achieve...' 'I love [job role specific task] and my last job took me away from that.
What does the Dior logo represent? ›
The logo of the company Dior is the name of the founder and fashion designer of the brand Christian Dior. The Dior logo represents a simple word mark with the brand name and using a Nicolas Cochin font.
Who is Miss Dior target audience? ›
But as the target customers are from 19 to 30 years old women, they may easily attracted by the face of Natalie Portman and lost the focus on the product, although it is not a bad way to promote the product by using the visibility of the spokesperson, but Christian Dior may need to think more on the focus position and ...
What is the aesthetic of Dior? ›
Dior's work uniquely indexed the character of French national nostalgia in the postwar years, installing an aesthetic of femininity that recalled the years of apparent French glory. In effect, Dior materialized a longing for a nebulous pre-war (even pre-World War I) past through his designs.
Why does Dior use a bee? ›
The bee is a long-standing symbol of Dior, inspired by Christian Dior's image of his fashion house as a bustling hive of activity.
The design that defines the cult Lady Dior
Its timeless beauty lies in the bag's easy-to-use rounded handles and soft lambskin leather. Besides, the brand's signature Cannage motif is also an attraction for fashion lovers.
