Christian Dior: A New Look For Haute Couture

699 words - 3 pages

Situation Analysis
Born in 1905, Christian Dior, a fashion designer, became a fashion icon in the early 1940s. Before becoming a fashion icon, however, he initially was interested in art and architect. In 1928, after graduating college, he opened his own Art Boutique that displayed works from Georges Braque, Pablo Picasso, Jean Cocteau, and Max Jacob. Unfortunately, in 1931, he had to close his boutique after his mom and brother died. Shortly after, he became a design assistant by Paris couturier Robert Piguet and in 1940, after the WWII, he was hired by couturier Lucien Lelong. (Christian Dior) In 1947, he launched his new look and by 1957; Dior’s fashion had global sales of $22 million ...view middle of the document...

(The Great Depression) This collapse was a disaster for French fashion causing the French export of haute couture to breakdown. Parisian houses also had to cut some prices because of the devaluation of money in 1933. They had to cut prices because their products have become too expensive for their American buyers. So in order for the Parisians to keep their customers, they cut prices. (Harvard Business Publishing) The second issue that occurred was the World War II. The outbreak of WWII began on September 3, 1939. During this war, a lot of male workers in the fashion industry were moved around to different places. The Nazis initially wanted to move the couture fashion to Berlin or Vienna, but Lelong convinced them that the couture fashion had to remain in Paris. However, haute couture needed raw materials. Since Paris was unreachable, New York stepped up and took leadership position. By the mid-1930s, the Fashion Group contributed to the development of New York’s fashion image by organizing Fashion Futures shows. (Harvard Business Publishing)
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