Dior and Everybody

Dior and Everybody

Dior’s new line of luxury will be put to the test when they follow along with Armani, Dolce & Gabbana, Versace, and Prada, in fusing the ubiquitous cell phone with an exclusive luxury brand.

Does a newly diamond-studded alligator casing capture the idea of luxury? Cell phones are a mainstream item that everyone owns. Whether or not it is encased in diamonds or uses alligator skin, they all have the same functionality.

Dior will maintain exclusivity by selling the cell phones at a higher price than its competitors. The company expects the phones to sell best in brand hungry Russia and China. The starting price is $5,100, priced to rival Nokia’s Vertu phone.

Dior is expecting to sell between 30,000 to 60,000 units within the next year; however, competing designer luxury brands sold around 500,000 units. We found that many thought the Dior design resembles floor tiles.

There is a new market being created, one very similar to the high-end industry of sunglasses and handbags. Which ubiquitous item will be next in-line for a brand upgrade. HANNA

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