Abstract
The duet Arnault - Galliano is supplemented with wonder: of creative dimension which assembles crowd and other the cold effectiveness of the businessman. Their collaboration will lead to a true handing-over in saddle of the mark: this one attracts from now on younger and more international customers, in particular thanks to its policy of communication and diversification. The artistic directors indeed play a major role in the development of the image of a mark of luxury. Thus in addition to Galliano, Dior also granted the talents of Hedi Slimane, before at SAINT LAURENT for the line Homme and Victoire de Castellane (in the past charged with the Chanel jewels) for the collection of recently launched jewellery. However, we will see that creation is not enough any more to guarantee the viability of a mark of luxury and that a true strategy as well marketing as commercial is essential...
