Why Is Dior So Expensive? Is It Still Worth The Price Tag?
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Why is Dior so expensive? With the majority of bags well over $3000 – is the brand still worth the hefty price tag?
A Deep Dive Into Dior’s History and Legacy
The house of Dior was founded at the end of the second world war by the French designer Christian Dior. In 1947 the brand had its first show which initially was called “Corolle and Huit‘.
The collection’s central points were femininity and elegance displayed by ample skirts, definite silhouettes, and waists or massive amounts of materials used for the skirts.
The first collection of the brand was an instant success and oftentimes is recalled as the “New look” collection after Carmel Snow, Harper’s Bazaar Editor-In-Chief called the collection revolutionary because it came with a new look.
The brand managed to blend elegance, femininity, and cuts that were innovative and highly contrasting to the auster looks from the second world war period.
Eleven years later, Christian Dior passes away as a consequence of a heart attack and the designer is replaced by his assistant, one of the most iconic images of Dior nowadays, Yves Saint Laurent.
Over the years, many designers stepped in as creative directors, all contributing to the great success Dior has today.
What Makes Dior a Luxury Brand?
Today, Dior is a brand that showcases elegance, powerful designs, modern features always blended with classic feminine touches that the brand was based at its roots.
Dior has become a legacy over the years as the brand managed to stay true to its values and bring to its customers exactly what they were looking for: quality, unique designs, exclusivity, prestige, and high status.
Dior also offers after-sales care services that come as a warranty for the client for a period of 2 years, a time when the client can benefit from top maintenance services for their products, an aspect that contributes to their top brand image.
What Makes the Manufacturing Process of Dior Products So Unique?
The brand is well-known for the attention they invest in the quality of its products and the manufacturing process, choosing exclusively fine, natural materials like silk, wool, leather, and cotton.
Alongside the great attention they have to their raw materials, Dior also brings the best sewers, artists, and creative directors to maintain their high standards.
Where is Dior made?
Dior's handbags and leather products are made exclusively in Europe. Typically, Dior's bags are made in Italy but they can also be manufactured in Italy, Spain or other EU countries.
Dior's shoes and RTW are made in Italy and France whereas their watches are made exclusively in Switzerland.
The production costs in these countries are much higher than in other parts of the world which partly justifies Dior's astronomical prices.
Why Is Dior So Popular Around the World?
Dior gained its popularity from its very debut through innovation, luxury statements, and sophisticated cuts. The end of the second world war may have also played an important role in the increasing popularity the brand acquired as it managed to bring back the sophistication that people aspired to.
Dior managed to revolutionize how women dressed, combining styles from the 20s and 30s with the Art Nouveau architecture features he loved at the time. Some of the iconic pieces he left as a legacy for the years to come are the Bar Jacket, Zigzag Skirt, Waist Vest, and the H-Line top.
Even after Christian Dior’s death, the brand continued to bloom under the command of designers such as Yves Saint Laurent, John Galliano, and others.
The popularity of the brand is also given by its exclusivist and select image of the brand, having one of the greatest customer loyalty bases around the world. Moreover, according to a Forbes estimation, Dior’s estimated value worth over $16 billion
Is Dior an Exclusivist Brand?
One of the most important characteristics of the brand is exclusivity. During their 76 years of existence, Dior managed to dress one of the most iconic and well-known personalities around the globe, from royalty figures such as Princess Diana to celebrities like Aubrey Hepburn, Sheron Stone, Charlize Theron, Jennifer Lawrence, Robert Pattinson, Johnny Deep, Rihanna, and many others.
Dior is a brand that was built around values such as luxury, qualitative and unattainable and they don’t run away from spending extra on their manufacturing process or their marketing campaigns as long as their goal is achieved.
Unlike brands like Balenciaga, Burberry, Dolce & Gabbana, or Prada who moved their manufacturing process to China, Dior is always manufacturing in top European countries, like Italy, Spain, France, Germany, Portugal, and sometimes in the United States or Japan.
The labels of the brand with the disclosed manufacturing country make the brand even more luxurious, attentive to details, and not cheap when it comes to quality.
Dior also does not shy away from increasing their prices often. Price increases for luxury brands actually creates more value, due to the exclusivity factor. The more expensive a bag is, the more exclusive is perceived thus increasing the brands' value.
What Is the Strategy Behind Dior’s Success?
As with any other successful story, Dior has a mix of strategies that play behind the brand.
One of them is exclusivity, for this, they keep their price higher than many other luxurious brands. The high prices are backed up by their investments in product making.
Another aspect would be the successful integration of all their products: haute couture, ready-to-wear statements, fragrances, jewelry, and make-up into a coherent story that people believe in and aspire to.
One of the most important aspects is their investments in long-term collaborations with charismatic and beloved celebrities as faces of the brand, becoming key assets in the brand endorsement success. Of course, celebrities may become subject to drama situations that can affect the image of the brand, but Dior seems to wisely choose their ambassadors.
One recent example is the Johnny Deep controversial and mediated trial case where the searches for the Sauvage perfume he is advertising, increased by 48% online.
Read also: A Complete Guide to the Lady Dior: Price, Sizes, Features & More
Top Reasons Why Dior Is So Expensive
Dior is one of the most famous brands around the globe and certainly the most iconic in France. The first reason behind its expensive products is the prolonged successful history of the brand combined with its ability to adapt to modern times, at the same time staying true to its roots and ideology.
Dior is an exclusivist brand, meant to be afforded by a certain segment of customers and the house doesn’t shy away from keeping its price tag high, as long as its raw material quality, exceptional craftsmanship, and post-buying services.
Celebrities love the brand and oftentimes are seen wearing on the red carpet haute couture statements which were created especially for them or are being photographed wearing Dior products in their day-to-day life.
Overall, Dior is a brand that speaks for itself and it is here to stay for decades as a leading haute couture inspiration.
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Is Dior Worth The Money?
Talking specifically about handbags, we would say that yes - Dior is worth the money. It's an exclusive brand with gorgeous craftsmanship. If you choose a classic bag, such as the Lady Dior you can have it in your wardrobe for many years without looking dated. Dior does not hold its value on the secondary market as much as other luxury brands, which is why we recommend buying your bags pre-loved.