Kharles Mwalo
Bennett Gackle
Ke Ran Wang
Wenjing Ye
Dior
History
• French famous retailer
• Established on December 16,1946
• 160 boutiques all over the world currently.
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First fashion collection in 1947
“New Look”
Become famous
Launched first perfume, Miss Dior
• Expansion out of France began by the end of 1949
with the opening of a Christian Dior boutique in New
York city
• Dior fashions made up 75% of Paris's fashion exports
and 5% of France's total export revenue
• Christian Dior exclusively designed Marlene
Dietrich’s dresses in the Alfred Hitchcock film
“Stage Fright” in 1950
• First Dior shoe line was launched in 1953
• Marc Bohan, a genius designer who designed
the “slim look”
• In 1985, launched the
perfume “Poison”
• Marc Bohan divided Dior into:
• Women's ready-to-wear, lingerie and
children's wear
• Accessories and jewelry
• Menswear
Current
• On February 20, 2002 Dior opened its first
Dior Homme boutique in Milan.
• The second flagship boutique was opened in
Ginza shopping district of Tokyo in 2004
• Mr. Silmane released a watch for the Dior
Homme collection called "Chiffre Rouge."
Current Situation In The Global
Economy
• Christian Dior is ranked number 346 in the
Global Economy
• Christian Dior couture revenues amounted to
546 M Euros
• For the first 9 months of the year, Christian Dior
Group reported revenues of 12.5 billion Euros
reflecting organic growth of 10%
• The group achieved revenue growth of 6% in
2008
• The current CEO is Sidney Toledano
• The company currently has 74,834 employees
• Dior has about 160 boutiques worldwide
• Dior’s products can be found in 15
international countries.
• Dior owns 42% of LVMH assets
• Dior has strong competition from LVMH,
Chanel, Gucci, Vernace, Hermes and
counterfeiters
Five-year dividend trend.
Dividend in euro.
Dividends
Financial Highlights
• Annual Revenue for 2007 was 17,245 Euros
• Net Profit 2007 was 2,328
SWOT Analysis
Strengths
• Christian Dior is known worldwide for its runway fashions.
• Strong Brand Recognition
• Christian Dior is also a part of a highly competitive market.
• In France, Paris could be considered the Silicon Valley of
fashion.
• The company competes with:
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Prada
Gucci
Louis Vuitton
Armani
SWOT (cont’d)
• The company also provides a very wide and diverse
product selection.
• In particular, the wines and spirits division is also in the
upper echelon of price and quality.
• These products include:
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Moet & Chandon champagne
Hennesy
Dom Perignon champagne
10 cane rum
Glen Morangie scotch
• Wines and Spirits also make up about 20% of Dior’s
total revenue.
SWOT (cont’d)
• The Euro and US Dollar is primary currencies
that Dior receives from its sales . The
secondary currencies that Dior receives are
the British Pound Sterling and the Japanese
Yen .
• Upper management
• Receive high exposure in magazines and
advertisements throughout the world.
SWOT (cont’d)
Weaknesses
• Low brand recognition amongst men
• Extremely low revenue and presence in Latin
America and South America.
• Luxury Good
• Company’s sales depend heavily on the highgrowth markets
• Christian Dior also fights for a market share in
such a limited market.
• Products are extremely expensive.
• Vertical Integration
SWOT (cont’d)
Opportunities
• The market of spirits & liquors in Asian, Latin
American, South American, and North
American markets.
• Latin and South America.
• Offer more economy priced clothing.
• Plus sizes.
• Male market.
SWOT (cont’d)
Threats
• The current global economy
• Animal rights groups
• Changing trends in tastes from year to year.
• LVMH
Industry Analysis
• The fashion industry began in Boston, U.S. in
• the 20th century.
•Fashion Industry changed constantly during its
• development with the social and economical revolution.
Trends of Past 40 Years
1960s
1970s
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Miniskirts
Skinny pants
Go-go boot
Baby doll dress
Platform shoes
Track suits
Earth shoes
Leisure suits
1980s
1990s
• Status bag
( Big shoulder bag )
• Polo shirts
• leg-warmers
• Punk
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Power bead bracelets
Pashmina
Tattoo
Capri pants
The Tendency of Fashion Industry
• The product innovation is accelerating and the force of a
consumer driven market is much more important than the
past.
• The trend of “green” is affecting the fashion industry more
than ever before.
The Tendency of Fashion Industry
• The luxury brands are seeking more market shares
in the emerging markets like Russia, China and
Middle East.
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(The forecasting growth of the fashion industry in U.S.)
• The affordable luxury market all over the global is
facing a trouble of losing sales on its leading
customer group---middle class.
Competitors
Chanel
Gucci
Dolce&Gabbana
Versace
Counterfeiter
Chanel
• Chanel is a dominant couture company comes from France.
• The most famous products of the company is the leather metal
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chain handbag and the perfume―Chanel N˚5.
• Chanel has owned more than 100 boutiques all
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over the global.
• Gucci is an Italian company founded in Florence and
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considered to be the most recognizable fashion
• brands all over the world.
• Gucci is known for the high-quality leather products and
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hand-making shoes.
• Gucci accelerated internationalization in 1989 and targeted
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at young generation and Asian Pacific Region.
• At present, Gucci is operating 450 stores worldwide.
• DOLCE&GABBANA is an Italian company
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based in Milan.
• The company separates the brand into two
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leading lines.
• DOLCE&GABBANA opened the first
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international boutique in Japan 1989.
• Versace is an Italian corporation established in 1978.
• Versace Furniture and Versace hotel―Palazzo Versace.
• The company launched an inferior series for the
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economic group.
• Versace do business in 60 countries and own more than
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200 boutiques .
• Fake products has accounted for 7% to 10% in the world
trade at present.
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Most of the fake goods are produced in Asian countries.
• Counterfeit controls.
Recommendations
• Short Term
– Improved Website.
– Marketing & Advertising towards males.
– Direct to company online shop for US based
customers.
– Offer financial statements in English.
Recommendations (cont’d)
• Long Term
– Offer economical line.
– Counterfeit protection.
– More products with Dior name.
– Untapped markets:
• Latin America
• South America
• Australia & New Zealand
End of Presentation
• Q & A session is now open to floor
• Please ask anything, even if its about our own
clothes.
• BUY REAL CHRISTIAN DIOR PRODUCTS!!!!!