Brand Positioning Christian Dior's Smart Sensuality Future

The LVMH Challenge of Branding Christian Dior For the Future AOC Anne Talks Business

DesignTracker| Riccardo Tisci is quoted by Vogue UK on his Financial Times interview:

It’s a strange time in fashion - everything has got so big. We can get very insular, the fashion tribe - we think we’re a lot of people but actually we’re very small - but my mother, my sisters don’t understand fashion now, which is how I realised what the final consumer feels. They don’t want to buy image, they want to buy substance.”

It’s these kinds of insights that make him a top contender to replace John Galliano at Dior. Anne weighs in on fashion’s bad boys — who don’t include Tisci — and the shifting values of Smart Sensuality women in their relationship with luxury brands.

To be blunt — which I notoriously am — the next designer at Christian Dior must possess extraordinary talents but also a nice personality. As the ‘face’ of the brand, s(he) must be authentic and grounded in an emerging zeitgeist in which personal values are relevant and part of one’s talent package.