![]() ![]() Marketing the fashion side was essentially just pictures. Not so long ago, you were doing one ad campaign, maybe a little film every season. Now we’re also seeing new opportunities related to TV thanks to streaming platforms like Netflix, Apple TV.Īll of this means that, compared to the past, we have to produce much more content. ![]() Twenty years ago, there was no Instagram, no TikTok, not to mention all the more specific platforms in countries like China and Japan. There’s so many communications tools that have appeared and you need to always be adapting to. Olivier Bialobos: It isn’t the scale that makes the job different so much as the period we’re living in. How does this change the job of marketing a luxury brand? Then under new CEO Delphine Arnault in 2023, Bialobos was elevated to the role of deputy managing director in a consecration of his long-term contribution to and vision for the French house.īoF: Dior revenue has been growing in recent years, and Citi estimates that it will rise to €10.2 billion ($11.4 billion) in 2024 from €8.7 billion ($9.3 billion) in 2022. In 2021, Bialobos’ remit expanded to include oversight of Dior’s beauty division, the first time the units have shared a C-suite executive since Parfums Christian Dior and Christian Dior Couture in the 1960s. ![]() In addition to multi-million-dollar runway spectacles throughout the year - from Paris Couture Week to far-flung travel shows to weekend-long experiences for high jewellery collectors - the brand has invested in establishing itself as a cultural institution through museum exhibitions as well as countless artist collaborations and celebrity partnerships. Still, Dior’s message of dreamy glamour and couture excellence came across more strongly than ever as owner LVMH continued to invest heavily in celebrating the prized asset, the first brand in chairman Bernard Arnault’s luxury empire. On the menswear side, his work intersected with creative director Kris Van Assche, and then Kim Jones, as well as Victoire and Cordelia de Castellane to design jewellery and homeware, respectively. During 18 years at Christian Dior, Olivier Bialobos has established himself as the French couture house’s 360-degree communications maven amid an ever-widening scope of projects to craft a varied, yet consistent message and glorify the Dior name.īialobos joined the company in 2006 during the heyday of former womenswear creative director John Galliano - then was charged with building a stable platform amid frequent creative turnover under Raf Simons and a studio-designed interregnum before the blockbuster tenure of Maria Grazia Chiuri since 2016. ![]()
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