Home >

Luxury Brand Dior DIOR: Big 10 Years To Enter Shenzhou

2011/3/5 9:03:00 175

Seemingly gorgeous and boundless, not without any rules.

DIOR

In the past 10 years, a showy display of ambition is not just a mere armchair talk.

All elements and trends on the T platform refer directly to the market target, the global strategy from the Americas to Asia, from Japan to China, from China's first tier cities to remote cities, which is DIOR's "big fortune".

conspiracy

"In fact, where is there?"

Bank note

Where is the source of inspiration for big designers? Where there is a market, where is the good place for JohnGalliano.

2010 senior clothing in spring and summer

Recently, the DIOR brand retrospective exhibition ended in Chengdu.

This retrospective exhibition, which began in December 12th last year, has become the biggest fashion event in Chengdu and even the whole southwest China in 2010. It also signifies that the French brand's fashionable tentacles have entered the southwest.

Before that, in May of 2010, the DIOR brand released its early spring vacation Series in 2011 in the Bund, Shanghai: the team of 150 people, the specially built gray square show, the 150 meter showroom and the French fashion fashion feast, all the fashionable people memorable.

Following CHANEL's release of the "Paris Shanghai" handicraft series and LOUISVUITTON announcing the opening of two flagship stores in Shanghai Huaihai and Pudong on the same day, DIOR held the series of early spring so much that it was regarded as a symbol of the new round of China's market competition.

2011 spring vacation series

2008 autumn and winter high fashion {page_break}

Kojima Kunishio energy

If we say that the luxury brands including DIOR will focus on Europe before the 90s of last century, after that, with the development of regional economy, Asia will become their new "meat and potatoes".

Besides opening stores in New York and Losangeles, DIOR opened its first boutique in Japan, then established its first subsidiary in Hongkong, China in 1993, and entered Singapore.

From then on, the fashion brand originally belonged to aristocratic aristocracy began to formally explore the Asian market.

2009 senior clothing in spring and summer

In the twenty-first Century, Europeans' consumption tended to be rational. According to statistics, European countries accounted for only 16% of the world's luxury consumption.

At this time, a small island country, Japan, showed extraordinary energy.

Japanese knowledge of luxury goods began in the late 80s of last century. Although the population was less than 130 million, its consumption of luxury goods accounted for 47% of the world's total consumption in 2006.

30% of the profits of many luxury brands come from Japan.

Japanese consumers like LV's purse, DIOR's Retro fabric fashion, CHANEL suit, HERMES scarf, BVLGARI jewelry and so on.

This has made Japan a more important market for luxury brands over the past 20 years, including DIOR.

2010 autumn and winter high fashion

Although the cost of accessories such as bags is much faster than that of fashion, fashion is always a wonderful achievement in the kingdom of DIOR.

Since JohnGalliano became creative director in 1997, he has made DIOR fashion show one of the focuses of fashion designers in Paris fashion week.

JohnGalliano's advantage is that he can not only catch the DIOR brand's genes, but also respond to the needs of the market in time, so that people can have more reasons to love DIOR.

The frenzy of consumers in Asia, especially in Japan, prompted him to seek inspiration from the Japanese Geisha style makeup, kimono, Japanese style hat and Japanese origami art. In the spring and summer high fashion of 2007, the Japanese Geisha style mixed with Elizabeth's high quality and Western Cowboy's complex. In the 2007 autumn and winter clothing show, the Japanese trend continued to blow. We saw Japanese style Tojo Tokasa, three dimensional origami, kimono wide waistband and gentle Wavy Curls, such as the moon like eyebrows, these classic Hollywood seamlessly combined.

{page_break}

2007 advanced clothing in autumn and winter

2007 high fashion in spring and summer

There is no hundred days of red, a global financial crisis has changed this situation.

Because of the tight spending, many Japanese consumers no longer care about the top luxury brands, and "fast fashion" has become the buzzword of Japan after the financial crisis. Sales of expensive leather bags and other high-end fashion goods have dropped sharply in Ginza, the most prosperous business district in Tokyo, where luxury goods are concentrated.

When VERSACE withdrew from Japan and other luxury brands cut the number of shops opened in Japan, DIOR also changed the way in time.

Because DIOR has long learned the skills of survival, and can not only focus on one place, but also look for places that have the ability to consume branches, so that the whole plate will not be affected when there is a problem in some place, so that French fashion will always occupy the peak position of fashion.

{page_break}

On the one hand, in view of the rationality of consumers after the crisis, JohnGalliano first changed the gorgeous situation in the fashion show and made the work more realistic. The stacked stack and the exaggerated geisha makeup were gone and replaced by elegant French classics.

Whether in advanced clothing or high fashion design, the inspiration comes from the appearance of "NEWLOOK". Undoubtedly, this is an important trick to win over those middle-aged customers.

On the other hand, DIOR has introduced more and more young design, such as skirts are getting shorter and color is becoming more and more tender. For those young "two generation", wearing such designs is also a symbol of identity.

More importantly, DIOR shifted its focus to another thriving Asian market, China.

2010 autumn and winter high fashion

Go to China

When consumers in Europe and Japan tighten their pockets, the rich Chinese have released a long store of strength. Their enthusiasm for luxury goods is much better than that of the Japanese.

Data from the World Luxury Association show that Chinese consumers spend more than $6 billion a year on luxury goods such as high-end leather bags, cars, clothing, accessories and cosmetics.

Experts predict that China's luxury goods market will reach US $14 billion 600 million in 5 years, surpassing Japan and becoming the world's largest luxury trade and consumption center.

In 2010, for example, according to the Bain and Company of the advisory body, sales of advanced clothing, accessories, tableware, cosmetics and jewellery fell by 16%.

Japan's decline was 10%, Europe's decline was 8%, and luxury goods sales in mainland China increased by 12%.

Faced with this situation, MimmaViglezio, executive vice president of Italy brand GUCCI and global public relations manager, used the word "explosion" to describe China's luxury consumer market.

He said: "in this country, 175 million people are consumers or potential consumers of luxury goods. Even if only 10% of them start to act, that means the sum of the two Hongkong population."

At this time, "going to China" has become a new slogan of many luxury brands.

DIOR began to explore the Chinese market in the late 90s. In 1994, Shanghai had the first DIOR shop in China. Now, it has opened DIOR stores in Beijing, Shenzhen, Hangzhou, Shenyang, Chengdu, Dalian, Qingdao, Tianjin and Guangzhou, and a large network has been fully rolled out in cities with purchasing power.

The investment in the store has been very rewarded, and SidneyToledano, chief executive of DIOR, said that DIOR has doubled its sales in China, and the market is developing too fast.

"I am referring not only to sales figures, but also to their depth of understanding and purchase needs."

Although he did not disclose some specific data, he said he would continue to open new shops in China's potential areas and update those shops already opened.

It is more clear how to emphasize the importance of a market. The practice of luxury brands is usually to open a shop at the same time, holding a great show of great significance. Of course, the soul figure who leads the brand style must appear in this great show. Only in this way can the activity be brought to a climax and leave an indelible impression on people.

CHANEL, ARMANI and other brands adopt this way, DIOR is not free from vulgarity, but unlike other brands, DIOR does not use Chinese elements such as Lei Feng hat and cheongsam collar in the works, and DIOR takes another way.

JohnGalliano uses the pure French design to display the new French image, which perfectly presents the French craft and talent.

He said he wanted to create a "left bank, naughty, new bridge lovers" atmosphere.

He believes that this atmosphere can resonate in France or in China.

"I think our Paris and Shanghai are sisters - they share the same love and passion, focusing on tradition and innovation."

Undoubtedly, he wants to narrow the distance between Paris and Shanghai.

There is no doubt that this attempt has been successful.

Everyone knows that DIOR has joined in the scramble for the Chinese market.

In fact, DIOR has been developing well in many markets in 2010. Its net income has increased by 81% over 2009, reaching 1 million 260 thousand euros, and its total revenue has increased by 19% to 21 billion 120 million euros.

In the first half of the year, sales of its fashions increased by 10 percentage points to 373 million euros, and sales in their boutiques increased by 17%.

These data have also become the biggest driving force for DIOR to start a new campaign in the Chinese market.