Christian Dior-New York: French Fashion in the Luxury US Market

Pouillard, Véronique

doi:10.1007/978-981-10-5236-1_6

Cited by 3 publications

(2 citation statements)

References 11 publications

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“…The couturier was well aware of the power of media to build strong fashion brands. In the 1950s, he had the largest PR department of the entire fashion industry in Paris (Palmer 2009;Skillen 2013;Pouillard 2018).…”

Section: The Historical Roots Of Diormentioning

confidence: 99%

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Storytelling and the making of a global luxury fashion brand: Christian Dior

Donzé

Wubs

2019

International Journal of Fashion Studies

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This article discusses the storytelling strategies adopted by luxury fashion companies to build global brands from the 1990s onwards. Using the example of Christian Dior, it is demonstrated that heritage is a social construction based on strong narratives rather than the mere outcome of the history of a brand. Storytelling is a powerful instrument used in the context of creating global luxury brands over the last two decades. This makes it possible to emphasize the timelessness of a brand while disregarding the contradictions resulting from a change in its identity over time. As a consequence, this article argues that, although the use of heritage through storytelling is a useful tool for the practice of brand management, it is not an academic concept and should be avoided by scholars.

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Section: The Historical Roots Of Diormentioning

confidence: 99%

“…The American business was, however, different from the French version. Christian Dior SA did not sell high-end fashion in the US, but high-end ready-to-wear that was especially developed for American customers (Pouillard 2018). Adapting to the market was a key determinant of success.…”

Section: The Historical Roots Of Diormentioning

confidence: 99%

Storytelling and the making of a global luxury fashion brand: Christian Dior

Donzé

Wubs

2019

International Journal of Fashion Studies

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Fashion, Industry and Diplomacy: Reframing Couture–Textile Relations in France, 1950s–1960s

Dubé-Senécal¹

2021

Enterp. Soc.

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This article investigates the change in relations between Parisian haute couture and the French textile industry in the 1950s and 1960s. This study is grounded in the multiple changes that occurred between the two decades with the end of a state-sponsored and textile-backed aid to couture plan in 1960, the dematerialization of fashion in the 1960s and the advent of brands and licenses, and the waning of couture’s influence throughout the period. It cross-references archives from multi-stakeholder meetings between the state, couture, and textile representatives with the couturiers’ trade association archives and diplomatic archives to show how the changing fashion landscape impacted their interactions. This study shows that while the couture and textile industries drifted apart, the government’s interest in couture grew. This reframes the narrative on couture’s alleged influence as the spearhead of the textile industry while illustrating its wider prestige influence and its relevance to the state.

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Licensing luxury fashion in transatlantic and colonial economies: beyond Paris and New York

Pouillard

2024

REAMD

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During the postwar era, luxury fashion firms entered a new phase of their international growth with the licensing of their brands. The French haute couture firm Dior was pioneer in licenses, and established branches in a series of countries around the world. Inspired by the transatlantic successes of firms such as Jean Dessès, Christian Dior, and Norman Hartnell, French luxury firms registered their brands internationally and replicated the registration of trademarks in numerous countries. This paper further examines the reach of luxury fashion and beauty brands in the colonies of France and of Belgium. This shows that the fashion firms expanded their transatlantic expertise, and that this created newer transatlantic circuits in return.

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Christian Dior-New York: French Fashion in the Luxury US Market

Cited by 3 publications

References 11 publications

Storytelling and the making of a global luxury fashion brand: Christian Dior

Storytelling and the making of a global luxury fashion brand: Christian Dior

Fashion, Industry and Diplomacy: Reframing Couture–Textile Relations in France, 1950s–1960s

Licensing luxury fashion in transatlantic and colonial economies: beyond Paris and New York

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