DIOR BOOK final

Mission Statement
Executive Summary
“ True Luxury requires genuine
materials and the craftsman’s
sincerity. It is only meaningful
when it respects tradition.”
- Christian Dior
Christian Dior Group is a solid, affluent and highly achieved luxury brand. Under LVMH Moet Hennessy Louis
Vuitton, the Dior brand is characterized by outstanding resilience in an economic climate of such monetary
uncertainty. Christian Dior aligns itself with the principles of quality, alliance, tradition, and innovation. Dior’s market
responsiveness (especially as it pertains to retail) is highly action-oriented, thanks to their talented team ambitions.
There are many Dior Key Success Factors that contribute to this world-renowned success. These include: quality,
an entrepreneurial spirit, the strive to pass on expertise, brand exclusivity, and the drive to surpass themselves.
The value of quality is highly appreciated throughout the country of Sweden, and Christian Dior is a brand that
encompasses that. Sweden - a country of tremendous innovation rooted in folklore tradition - will prove to be a
promising environment for a brand with such entrepreneurial spirit. Dior seeks to inspire, and they have the financial
and artistic means to do so.
However, for plans of new international retailing, results are subject to various types of uncertainties that don’t have
to be accounted for in homeland-national territory. For Dior, these include changes in customer purchasing power,
the value of operation assets located abroad, economic changes that are not necessarily simultaneous from one
geographic location to another, and provisions of corporate or tax law, customs regulations or import restrictions
imposed by some countries that may penalize Dior.
Other, less fiscal risks and threats to take into account include vast cultural differences between France and
Sweden, an inability to timely identify a Swedish target market and individual target customer, and seasonality
concerns.
Fortunately, the plan to open the pop-up shop during Christmas time will serve as an excellent opportunity to cater
to such an unidentified target market’s tastes and behaviors. The Christian Dior Brand does not currently operate
anywhere in Sweden. The opportunity to open a store in the country’s capital is an exciting new opportunity.
Starting smaller with an impermanent Christmas season pop-up shop will surely add a new air of excitement and
lust after the Dior brand and their beautiful, timeless pieces. Dior has stood the test of time, through innovation,
expansion and transformation. Sweden will welcome Dior’s elegance warmly, even during such fiercely cold
months.