The Dior Sandwich – strategically placed between traditional, more masculine luxury brands like TagHeuer, but slightly more grounded than high-fashion brands like Versace. Each and every product, message, or brand representation of any kind that comes out of the House of Dior is finely tuned to a single phrase: innovative luxury. In addition to Women’s fashion, Dior has divisions of Christian Dior Parfums, Christian Dior Cosmetics, and Dior Homme. LVHM is the holding company of about sixty brands, a diverse and historically stable portfolio that allows for the acquisition and development of new brands with healthy separation from the established ones.ĭior, however, relies heavily on the corporate branding architecture. But he certainly earned it – in the 80’s and 90’s, as Dior was emerging as a leading luxury conglomerate, it was Arnault that guided the holding company towards decentralizing the brands rather than using corporate or endorsement branding. So basically, Arnault has a lot going for him. He’s also the CEO and Chairman of LVHM, the largest luxury conglomerate in the world Dior is the family holding company of LVHM, meaning Dior owns the majority share of LVHM. His corporation is Groupe Arnault SAS (SAS being the French LLC by shares), and Chairman of Christian Dior. Let’s start out by introducing a key player – and no, it’s not Christian Dior.
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