Christian Dior giving menswear a boost

Christian Dior giving menswear a boost
Image: Sidney Toledano

Christian Dior is selling men’s and womenswear in the same store for the first time.

Speaking about Christian Dior’s new flagship store in the resort town of Cannes on the French Riviera, the label’s Chief Executive Officer Sidney Toledano, said it was a logical decision to house men’s and womenswear in the same place.

“Husband and wife often come to shop together, and we cannot ask one or the other to run 50 metres down the road to another venue,” he told WWD.

“We would lose them and besides, it’s not convenient, though stylistically we do keep the collections apart. Some brands choose to merge the two. At Dior, the man is very manly and the woman remains feminine.”

Toledano noted that Dior Homme has seen a strong development in all markets and it makes sense to expand the places it can be shopped as “times have changed”.

Of the new flagship store, which is located on the city’s famous Boulevard de la Croisette, and opens on Wednesday (11May16), Toledano explained it has three times more space than Dior’s previous boutique, with items displayed across three levels.

The boutique carries the brand’s full range of women and men’s ready-to-wear, bags, shoes, fine and costume jewellery and leather goods, and also has a great view of the famous red carpet entry to the Palais de Festival across the street, where the 69th edition of the Cannes Film Festival is expected to kick off later in the day.

Toledano predicts the new store will generate healthy sales, with fresh product ranges slated to arrive every two months. He adds Cannes now boasts steady traffic throughout the year with a loyal clientele.

“This is not your typical airport shopper, mind you, who fetches a wallet here and a pair of sunglasses there. The Cannes customer comes for the ready-to-wear, our best-performing category here, and demands novelty on a regular basis,” he said.

The new flagship is the part of a wider focus on retail expansion for the label, which was launched in 1925.

Similar stores have recently been set up in Beijing and Miami’s Design District, with a new London boutique set to open at the end of the month (May16). Japan will also get a new flagship in 2017.

© Cover Media


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