Dior CEO Analysis Of Today'S Luxury Consumers

All the spirits of Dior are condensed in the series, and the "little hands" (French embroidery workers, button workers and sewing workers are called "little hands" - editor's note) combining the artistic vision with the high-level way of life. In those days, this resonated with women's longing and longing.

How can Dior spirit be enduring and distinct from other creative individuals? How does Dior make the brand eternal? How do we define this Dior spirit?

Mr. Sidney Toledano: Dior showed his first series of fashion in February 12, 1947. What happened at that time was accurately described as a big bang. His creativity exploded. This is the famous "new look", according to Carmel Snow, editor in chief of the magazine "fashion bazaar".

This is a holistic revolution, a brand new style.

In the recent holiday series for fashion houses, Raf Simons further redefined and lifted the waist jacket.

ML: who is the "little hand"? What do they represent?

ST: today, designers can be Englishmen, Belgians and Germans - the real creativity is not with a passport. However, the way of life is still very French, or more specifically, Paris. We always strive to maintain the training of "little hands". These tailors are Latest fashion The core of the house. In specialist schools, such as the Paris High Fashion Federation, which I have hosted, how they learn, how to sew and how to cut. Then they entered our studio and worked with women, some of whom had been in fashion house for more than 30 years. This is a long learning process.

ML: along with social networks And the outbreak of blogs, such as Christian Dior, how brands maintain their status, their views, and ensure that their images are protected? It seems that people are inclined to choose and mix.

ST: when the digital age comes, we are very active. First, we create the website and use it as a way to convey information, and then make videos with our goddess Mousika. Cooperation with Marion Claudia (Marion Cotillard) is part of it. She wants us to make small movies online. The first director is Olivier Dahan (Olivier Dahan). Then there is David Lynch (David Lynch), in addition to this, there is a recent online documentary, a video. Nowadays, every commercial activity -- whether it is with Jennifer Lawrence (Jennifer Lawrence), Natalie Portman (Natalie Portman) or anyone else -- we always make behind the scenes tidbits for social networking and other forms of additional content. And Rihanna The cooperation is far beyond our imagination - the result is unbelievable. We selected unreleased songs for the premiere from her new album. She is also promoting herself. This has a huge impact on young people.

ML: we are faced with two big questions: what are luxuries nowadays? Who are the luxury consumers nowadays?

ST: luxury goods have changed. It has developed with the advent of new markets and has made self-regulation. In the early 80s, the Japanese changed the situation - the Japanese began to travel, and they liked to buy all kinds of accessories of luxury brands instead of ready-made clothes. So leather products once broke out, then watch. More importantly, luxury players also changed. All of a sudden, we started recruiting people who studied and worked as engineers. Fierce growth means that companies have to organize and manage in different ways. Top managers are often those who have a real passion for the world, the company image, and retail.

What is today's luxury? Obviously, it is still the product of excellent quality and image. Luxury consumers want the origin, they want a story, they want to know the tradition, but they also want to be fashionable, especially because they are younger. These young consumers have been successful in technology, communications, entertainment and other industries. They earn high incomes, so we can see 30 to 35 year old young millionaires. They are well-informed, whether they are Chinese, Koreans or Americans. There is no doubt that thanks to the Internet.

ML: from the predictions of the International Monetary Fund and the world bank, their proposal is that the rising middle class ultimately represents 500 million luxury consumers. In essence, luxury is the choice of rare and precious things. Is it still meaningful to discuss luxury goods in front of such a large market?

ST: once luxuries were indeed associated with rarity. High fashion is not provided to the public. This is for sure. Jewelry and crocodile handbags cost more than 50 thousand euros. These are certainly not everywhere. We do not allow ourselves to produce products that are too easy for us to get, but the average price of 3000 Euro -- a handbag -- is no longer defined by rarity. Many women in the world today can afford 3000 euros of handbags.

And now there is a global phenomenon: some customers are in China, South Korea, but they are European customers, such as France, Italy. Our global operation enables us to be positioned very high in many countries, and helps us explain the potential of hundreds of millions of customers. So I am very optimistic about the development of luxury goods.

ML: we often have the impression that women have Dior dreams, but men are less. Is Christian Dior really interested in the men's wear market?

ST:Christian Dior, which focuses on women, is also largely inspired by men's fabrics. But let us not forget that Mr. Dior spent only 10 years in his fashion house. He died in 1957 and never had time to enter the men's clothing industry. This is just like what happened later on designers such as Patrick Lavoix. Then came the 2002 Dior Homme phenomenon of Eddie Slimane (Hedi Slimane). It is a revolution in fashion men's clothing industry.

The share of men is now less than that of women, but our sales network has nearly 200 branches and 60 men's clothing stores that are building and growing very well, especially in Asia.

The return of grace and femininity dispelled the bad memories of war. You have to remember that it was in 1947, and Paris just got rid of the Second World War. The femininity was still molded by poverty and rationing, and women wore men's jackets and the set of suits. Christian Dior shows its unique charm, a truly elegant waist jacket. This indicates the revival of high fashion.