There is no way Dior’s business is booming especially these days. Sure leather goods may do well but rtw is a joke.
Unfortunately, there are a lot of women buying her stuff.
I friend of mine, a mature woman and selfie queen on IG, extremely chic, quite risky in her fashion choices buys her stuff...Even the lame Woke-merch t-shirts.
I always tell her that I don’t understand how such a chic woman, who wears Old Celine and Balenciaga by Demna could buy MGC’s clothes.
The reality is that her silhouettes and her clothes are quite easy to understand. It’s Zara but with great quality and the prestige of Dior. It’s very accessible but expensive.
You even see in the boning of her jackets. It’s less accentuated than for Galliano or Simons. Her Bar Jacket is quite casual...
I’m a type of woman who only buys special pieces from designers. I don’t need to spend thousands of dollars or euros for a circle skirt. There are so many options from COS to French RTW brands for that... But for that clientele, that luxury clientele, there’s Dior by MGC.
And while I find Dior overpriced, it’s not super expensive compared to Chanel for example. A bar jacket is half of the price of a Chanel jacket...Yes, the tweed is embellished and all but still.
MGC is doing what Frida did with Gucci. The only difference is that nobody dares to criticize the 2nd brand of LVMH.