It is extremely easy to create a fashion brand, the difficult task is sustaining it and ensuring that it becomes a global phenomenon.
Fashion is a huge part of our identity and our daily lives and it is for this reason that it is essential to have change makers in the fashion industry.
Brief History of Dior
Dior is a company that was founded in 1946 by French fashion designer, Christian Dior. It is of French origin and is related to the surname D’Or, meaning “golden”.
Based on FashionUnited’s ranking of the most valuable fashion brands, Dior is the sixth most valuable fashion brand globally with a networth of $17.6B as at 2023.
Delphine Arnault, the 49-year old daughter of Bernard Arnault has been the CEO of Christian Dior Couture since February of 2023. The brand has been involved in controversies that turned out to be mere rumors after investigations were carried out.
Dior has won the hearts of many fashion enthusiasts since its inception. The company is known for high quality fabrics, detailed designs and elaborate techniques. All Dior products are considered premium and exquisite.
Dior and the Olympics
The Olympic Games are an athletic festival that originated in ancient Greece and were revived in the late 19th century.
They are the world’s foremost sports competition and comprise of athletes from all over the world. The Olympic Games are held every four years with two ultimate goals which are to cultivate human beings through sport and contribute to world peace.
Dior is known for women empowerment so it is not a surprise that it chose 15 top female athletes as brand ambassadors.
A brand ambassador is someone who promotes a brand and its products to their network with the objective of increasing brand awareness and helping drive sales.
It might come as a bit of a shock that Dior chose to thread a different path.Models are usually made brand ambassadors for most fashion houses. The French fashion house is however upholding its brand ambassador ranks with 15 top international female athletes.
The athletes are;
• Elaine Thompson-Herah
• Alex Morgan
• Carissa Moore
• Alice Volpi
• Arianna Errigo
• Rosella Flamingo
• Beatrice Vio Grand
• Andreea Mogos
• Loredana Trigilla
• Clarisse Agbégnénou
• Estelle Mossely
• Louise-AinaTaboulet
• Sara Balzer
• Emma McKeon
• Misaki Emura
Brief Introduction About Some of the Athletes
• A Five-time Olympic gold medalist, Elaine Thompson-Herah of Jamaica. The fastest woman alive.
• U.S. soccer player Alex Morgan, the Olympic gold medalist and two-time World Cup winner. Expected back on the pitch after being sidelined by an ankle injury.
• Hawaiian surfer Carissa Moore, the first winner of the Olympic gold medal in women’s short board surfing at the Tokyo 2020 games.
• Rossella Fiamingo, Alice Volpi and Arianna Errigo, Beatrice “Bebe” Vio Grandis, Andreea Mogos and Loredana Trigilia, all fencers.
• Judoka Clarisse Agbégnénou. Hopes to reap a second Olympic gold medal after her win at the Tokyo Games.
Based on this little introduction, it is evident that all the ambassadors are experts in their field and have made a name in the industry. It is safe to say, this is a very efficient marketing strategy as we all know how fans can be.
Some individuals purchase certain products because a person they idolize is affiliated with that brand or recommends it. Celebrity endorsements affect consumer behavior.
Conclusion
Following the recognition, awards and influences these ladies possess, Dior has pulled a good marketing strategy. Sales are expected to double or triple. This is also proof that like minded individuals partner up. “Competition does not occur at the top, it is simply collaboration”. Why do you think the rich and affluent keep growing? How do you think they maintain that high status quo? Collaboration! You find someone better than you, form a relationship with them and learn. You see someone you are doing better than, guide them on the journey to the top. It is that simple.
