With over 60 years in the industry, I think it’s safe to say that Dior is one of the most successful and iconic brands within the entire fashion industry. Dior itself has a variety of strengths that can be explored, from their individuality and strong sense of narrative and the creation of ‘the dream’, to their amazing archive of directors from Raf Simmons to Yves Saint Laurent. Dior is a brand that has changed fashion and has been consistent with success since the very beginning in 1946.
WEAKNESSES
Naturally, with strengths come weaknesses. Although the company is very well developed, it has only a few downfalls, due to the change of directors over the years. At some points in the history of Dior stability within the business, and the change of the personalities being injected into the brand has meant that in some cases there has been a large change in style and designs of certain pieces meaning some original customers may have been lost due to the change is designs and taste. It is important for brands to experiment and try new things but also stay true to their aesthetic and maintain consistency through collections.
Naturally, with strengths come weaknesses. Although the company is very well developed, it has only a few downfalls, due to the change of directors over the years. At some points in the history of Dior stability within the business, and the change of the personalities being injected into the brand has meant that in some cases there has been a large change in style and designs of certain pieces meaning some original customers may have been lost due to the change is designs and taste. It is important for brands to experiment and try new things but also stay true to their aesthetic and maintain consistency through collections.
OPPORTUNITIES
With decades of experience, Dior is very aware as a company on all legal, ethical and social aspects. Dior as a brand keeps up to date with all current events and changes within the industry to make sure they are always one step ahead. The Dior Harrods event in 2013 promoted the brand once again and allowed a whole range of audiences to view the garments and styles. The experiences which Dior choses to exploit are perfect opportunities for sales, and for the audiences.
With decades of experience, Dior is very aware as a company on all legal, ethical and social aspects. Dior as a brand keeps up to date with all current events and changes within the industry to make sure they are always one step ahead. The Dior Harrods event in 2013 promoted the brand once again and allowed a whole range of audiences to view the garments and styles. The experiences which Dior choses to exploit are perfect opportunities for sales, and for the audiences.
THREATS
Competition without a doubt is one of Dior’s biggest threats. With a prestigious reputation comes strong competition within the industry from the likes of brands such as Chanel. However, threats also lie with the designers, as in the short stay of the designer Bill Gaytten in 2011 for Dior, this can cause threats as it can have a lasting effect on the brand essence.
Competition without a doubt is one of Dior’s biggest threats. With a prestigious reputation comes strong competition within the industry from the likes of brands such as Chanel. However, threats also lie with the designers, as in the short stay of the designer Bill Gaytten in 2011 for Dior, this can cause threats as it can have a lasting effect on the brand essence.
