Consumer
Fashion begins and ends with the consumer. Without a consumer they would be no one to buy the brand. Getting the right target market is crucial to building a good brand, as you need to know whom you are selling too. The Dior brand is not just for one age group. The brand is diverse covering all age groups, from its baby Dior (for young children) to its women and men’s collections. A store assistant in Harrods believes that the people who mainly buy Dior are in there 40’s/50’s however he believes the real cliental are people who wear Dior everyday not just for special occasions. A regular consumer for Dior tends to have extensive disposable money, as it is such a luxury brand and has an expensive price tag. Although people from all around the world are buying Dior, the main consumer for Dior at the minute is Middle Eastern women. A reporter from Reuters stated, “Women from the Middle East have become the world’s biggest buyers of high fashion”. Another big consumer for Dior is the Chinese “around 80% of luxury items purchased by Chinese consumer are bought during a trip abroad, especially in Europe”. Both these groups spend a lot of money at Dior as they are able afford it. With Britain also leaving the EU the British pound has gone down meaning shopping in Britain is even cheaper than it was before, bringing more consumers in for Dior. There are different consumers in the market, which seek different needs. A company normally adapts their products to meet the needs of other consumers. Although Dior has a higher end consumer, they also have a lower end consumer. This is someone who doesn’t spend money on the more expensive products such as the clothing wear. The lower end consumer will only buy products such as the makeup and fragrances as they have a lower price range, but may want to own a luxury product, or prefer the expensive feel of the product.