Backstage at the Christian Dior show spring 2012
Sales of all kinds of Christian Dior products have been increasing during 2011, from January to September, despite the fact that the former creative director John Galliano left the brand in January when he was suspended following his arrest for a racist and anti-Semitic outburst in a café. It was confirmed by LVMH in June that under no circumstances would the flamboyant couturier would be returning to the luxury conglomerate; although as yet no successor to the prestigious role has been appointed.
The fact that sales went up might surprise some people. The actual numbers are that revenues increased by 17.6 per cent in the third quarter to £165.54 million. That is a lot, isn’t it? Not to mention the fact that we’re supposed to be in a recession. Perhaps it is down to the luxury market doing well, and that sales increased worldwide due to emerging markets like China, OR it could be that ‘there’s no such thing as bad publicity’ and the sacking, the internet footage, the court case and media circus furore all increased brand awareness which then translated into sales. Strange, but still possible.
The timings are also complicated in that, although John Galliano hasn’t physically been going into work since January, turnaround means that the last collection he worked on (if not completed) would have been Autumn Winter 2011 – which is the one in the shops now. There have been two seasons shown since he left but the first ready to wear collections to have been designed without any of Galliano’s input, Resort and then Spring 2012, are yet to go into stores.
OR there could be a clue in the following line; ‘the company trumpeted momentum across all geographies and product lines, notably ready-to-wear, leather goods and watches.’
According to WWD, a variety of leather lines contributed to the gains, including the Lady Dior, Granville and Miss Dior ranges, the latter appearing in an advertising campaign featuring Oscar-winning French actress Marion Cotillard. It is understood men’s wear and watches, led by the new Dior VIII line, also put in a good showing.
Maybe it’s all down to Marion and her saucy dancing round her handbag? We think we may have cracked the case!
According to LVMH honcho Sidney Toledano, an announcement regarding the next creative director of Dior is imminent, so stay tuned to Grazia Daily, everyone!