Parfums Christian Dior
Strategic Concepts & Mechanics
Primary Evidence
"Marcel Boussac is forced to gradually sell almost all of the capital of Parfums Christian Dior to the Moët-Hennessy group."
"- preserve and increase the prestige of Christian Dior, ensure a coherence of its development policy with that of Parfums Christian Dior, and bring together within a single company the legal entities that compose it, the French and foreign business funds, trademark registrations, and the buildings on avenue Montaigne."
"Dior said: “Beyond all the frills, only the numbers judge and speak.” The numbers indeed confirm beyond all expectations the success achieved with the press and world opinion. In fifteen days the anticipated revenue for the year has already been achieved. It reaches one hundred and thirty million by the end of this first year. The average price of a dress was then 25,000 francs. Even before the opening of the house, another granvillais friend of Christian Dior, Serge Heftler-Louiche (the house is decidedly a Norman stronghold!), proposed to him to create the company “Parfums Christian Dior [3](private://read/01jjdy9maqdsy9c2bv37rfja01/#bookmark8).” It was founded on March 4, 1947, and the growth of its revenue, which started like a rocket, would be as vertiginous as that of the parent company."
"Dior said: “Beyond all the frills, only the numbers judge and speak.” The numbers indeed confirm beyond all expectations the success achieved with the press and world opinion. In fifteen days the anticipated revenue for the year has already been achieved. It reaches one hundred and thirty million by the end of this first year. The average price of a dress was then 25,000 francs. Even before the opening of the house, another granvillais friend of Christian Dior, Serge Heftler-Louiche (the house is decidedly a Norman stronghold!), proposed to him to create the company “Parfums Christian Dior [3](private://read/01jjdy9maqdsy9c2bv37rfja01/#bookmark8).” It was founded on March 4, 1947, and the growth of its revenue, which started like a rocket, would be as vertiginous as that of the parent company."