Dior

What is your brand? - Dior 

Where do they sit in the fashion market? - Couture and luxury they produce collections for both markets

What is their essence? - The essence of Dior is the vision of Christian Dior, which was to create clothes that showed off a womens figure and empowered her 

What is their brand extension? - The extension strategy that Dior is using is expanding from couture, ready to wear to cosmetics  


How consumers perceive Dior - Consumers perceive Dior as being a high luxury fashion house that produces exquisite clothes that make women feel elegant 

Brand Identity - 

• Dior can be identified through its use of fabrics such as silk,taffeta,and embroidered goods  
• Stylistic symbols - only Christian Dior Paris is the only identification method 
• The fashion presents concepts of femininity and glamour that is embedded in the DNA of Dior 

SWOT Analysis 

Strengths Of Dior 

• Strong brand image
• Extensive advertising budget 
• Heritage 
• Contemporary innovative head designer - Raf Simmones 

Weaknesses Of Dior

• Its in a limited market  
• Fake versions of goods 
• By younger consumers Dior is considered to be old fashioned 

Opportunities Of Dior

• Develop the e-commerece 
• Increase technological advancements 
• Festive seasons such as christmas 

Threats Of Dior 

• Intense competition 
• Large amounts of new designers
• Counterfeiting