Why Do Dior, Which Has Been Negatively Evaluated By The Media, Constantly Create New Heights In Sales?

It was held at the Luo Dan Museum in Paris.

The first LOOK at the show was the supermodel Sasha Pivovarova wearing the "why never a great female artist?" announcing the appearance of a feminist jacket.

It not only reminds people of the last season, but also wears a T-shirt that she wears as "a feminist" who has become the explosive money.

This is linked to the prevailing feminism, coupled with the elements of the millennial generation, and the most important social media.

It is the consistent method of designer Maria Grazia Chiuri who took over Dior design director in July 2016.

According to the world clothing and shoe net, Chiuri has been criticized since July 2016, especially many of these reviews come from the most authoritative critics in the fashion industry.

And the reason seems to be some clues from Chiuri's usual elements in this season's show.

Denim, jacket, printed cashmere sweater, and the Dior underwear that we have seen in a plucent skirt.

"What kind of feminists (even those millennials) want to wear a reflective mosaic pattern, pink (or blue) miniskirt, and then wear a pparent T-shirt with a pparent split fork to the waist line? This exposure is like Madonna's eye blast in the" mysterious date "movie costume.

Vanessa Friedman, editor of New York Time.

"These clothes do not represent the feminism of today, but they didn't even have any ideas in 1950s."

"I really hope that Chiuri can stop using these feminist slogans to create business value for themselves," Cathy Horyn is one of the editors who hate the designer's marketing methods.

She also said, "why do I oppose Chiuri's feminist slogan in designing Yang Shang Yin's violation?" because the millennial generation's crazy pursuit of these commodities does not come from their inner understanding and support for feminism, but merely the concept of "sub concept" as a commercial slogan.

She doubted whether Chiuri could be competent for Dior's job.

Why is it like Dior that is full of history and word-of-mouth?

We must limit ourselves to such a trap.

This view is very consistent with editor Tim Blank. He said: "in young women, we can feel that many people want to be more independent and respected, and Chiuri sniffed this opportunity.

When we see these women who want to be independent and pursue the design of Chiuri's surface feminism, I can not help feeling a bit helpless.

However, no matter how many negative reviews we hear, we need to look at the feedback from the market.

Since Chiuri became the chief designer of Dior, sales have begun to climb.

In August this year, Christian Dior released its financial statements for the first half of 2017, rising 17% from 890 million euros last year, and successfully broke through the 1 billion mark.

Not only that, but Chiuri has also attracted a large number of millennial new customers for Dior, knowing that the millennial generation is expected to soon become the world's leading luxury consumer.

If it is a commercial success, Chiuri is much larger than the Dior former designer Raf Simons, which was favored by editors at the time.

The best selling products are brand new Lady Dior handbags, Dior Logo printed shoes designed by Chiuri and Logo handbags.

Chiuri's experience in decorations design, accessories is the biggest sales force of luxury brands, and undoubtedly helps to achieve sales success.

Generally speaking, most designers who specializes in clothing design do not have any experience in designing bags.

But Chiuri has both, and she has worked with Mr. Valentino. "

Sidney Toledano, chairman of Dior, told reporters in May last year.

This sales result that runs counter to the views of fashion editors has led to more and more customers looking for ways to buy directly instead of being influenced by the media and buyers.

The decision of buyers is the most important because they can control the products that customers can consume.

Now, when customers can buy all the products they need at the official website or brand food store, is the buyer's idea important?

Sidney Toledano, chairman of Dior, realized that it was most important to establish a direct relationship with customers. He even said that the fashion week's service was for this purpose.

"It's the reason why we show ourselves through the Internet that we can directly see what we do," he said.

"Instagram is very important, because we sell not only goods but also brand stories."

More and more brands put the "product" and "brand story" in the first place, and the relationship between brands and customers will be more and more closely related.

The voice from third parties, whether buyers or media, will increasingly lose their authority.

More interesting reports, please pay attention to the world clothing shoes and hats net.