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Christian Dior-New York: French Fashion in the Luxury US Market

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Global Luxury

Abstract

Today the US dominates all other markets as far as luxury expenditures are concerned. As shown in the 2015 results published by specialized consultancy firm Bain, the USA is the largest market for the purchase of personal luxury goods, reaching 78.6 billion euros for that year. This sum is higher than the sum of the next four (Japan 20.1, China 17.9, Italy 17.3, and France 17.1). One of the explanations for this state of affairs is the status of New York as a fashion capital. New York is the city where most personal luxury goods are sold in the world, with a sum of 27 billion euros sold in 2015. The USA has become in recent years the largest luxury market in the world, and is still ahead of the Asian countries (D’Arpizio et al. 2015, pp. 2, 9–10, 11).

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Notes

  1. 1.

    http://www.coach.com/careers-about-coach.html, accessed 16 May 2016; Trefis Team, “Can Coach Rebuild its Brand Image with New Promotional Strategies?”, Forbes, 1 July 2014, http://www.forbes.com/sites/greatspeculations/2014/07/01/can-coach-rebuild-its-brand-image-with-new-promotional-strategies/#23964d0b795a, accessed 15 May 2016.

  2. 2.

    “The Dressmakers of the US”, Fortune, December 1933, 37.

  3. 3.

    Archives Maison Dior, “Christian Dior”, plaquette de travail, English version, [n.d.], “Contracts under Licenses. In Mexico. In Cuba. In Chile”.

  4. 4.

    Archives Maison Dior, Historique Christian Dior New York (CDNY) file, “Brief History”.

  5. 5.

    Archives Maison Dior (AMD), Christian Dior USA box, Historique CDNY file, “Brief History” (undated note from the mid-1980s).

  6. 6.

    AMD, CDNY, “Legal”, 1.

  7. 7.

    AMD, CDNY, “Legal”, 1.

  8. 8.

    AMD, CDNY, “Legal”, 1.

  9. 9.

    AMD, CDNY, standard licensee contract with name of licensee left in blank, 1–2.

  10. 10.

    Ibid., 3.

  11. 11.

    Ibid., 4.

  12. 12.

    AMD, CDNY, memo on Dior licenses (1987), 1.

  13. 13.

    AMD, CDNY, summary of Christian Dior licensees (men’s), 1987, 1.

  14. 14.

    AMD, CDNY, summary of Christian Dior licensees (men’s), 1987, 2.

  15. 15.

    Ibid.

  16. 16.

    AMD, CDNY, summary of Christian Dior licensees (men’s), 1987, 2.

  17. 17.

    AMD, CDNY, summary of Christian Dior licensees (men’s), 1987, 1.

  18. 18.

    AMD, CDNY, Design Information, Menswear division, dossiers from CD Paris, D. Morlotti to B. Arnault , 1.

  19. 19.

    AMD, CDNY, summary of Christian Dior licensees (men’s), 1987, 4.

  20. 20.

    AMD, CDNY, summary of Christian Dior licensees (women’s), 1987, 5.

  21. 21.

    AMD, CDNY, summary of Christian Dior licensees (accessories), 1987, 2.

  22. 22.

    AMD, CDNY, summary of Christian Dior licensees (men’s), 1987, 3.

  23. 23.

    AMD, CDNY, “Advertising”, one-page document.

  24. 24.

    AMD, CDNY, “Advertising”, one-page document.

  25. 25.

    AMD, CDNY, “Advertising”, one-page document.

  26. 26.

    AMD, CDNY, “Public Relations”, 1–2; http://www.worldwisepr.com/hwpr/ accessed 10 May 2016.

  27. 27.

    AMD, CDNY, Historique Christian Dior-New York, real estate folder.

  28. 28.

    AMD, CDNY, Historique Christian Dior-New York, real estate folder.

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Authors and Affiliations

  1. Institute for Archeology, Conservation, and History (IAKH), University of Oslo, Oslo, Norway

    Véronique Pouillard

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  1. Osaka University, Toyonaka, Osaka, Japan

    Pierre-Yves Donzé

  2. Kansai University, Suita, Osaka, Japan

    Rika Fujioka

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Pouillard, V. (2018). Christian Dior-New York: French Fashion in the Luxury US Market. In: Donzé, PY., Fujioka, R. (eds) Global Luxury. Palgrave, Singapore. https://doi.org/10.1007/978-981-10-5236-1_6

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