I think loewes main point of reference for Dior is that the runway line and boutique lines are so different but still fit the Loewe image. The Boutique line is prep basics with the anagram. I think thats what we are gonna see here.
I said if John Galliano was supported by a wearable boutique line (NOT diors latest victim) he wouldnt have been so stressed out by trying to please everyone.
I think we are going to see crazy runway with a wearable boutique line. I think the boutique will be monogrammed Dior classics. Im seeing a classic bar suit in Oblique twill…
Again for the day to day Dior customer - that isnt shopping RTW at a Pinnacle locations -the biggest change will be bags and accessories.
Hmmm….
I think the discourse between runway and stores shouldn’t be seen from a narrow POV.
What people are seeing on the runway are still (we have to remember that) seasonal collections. And the offers grows as brands are growing. At Loewe when JWA started, there was a direct runway to stores reality, then it evolved into wardrobe oriented pieces that are part of a « permanent collection ».
As for all the brands, some runway ideas had a retail friendly version, top clients or people who had the means were able to pre-order the stuff from the runway. Some pieces were in limited edition and that’s how you build a coherent offer in stores.
John Galliano’s Dior was always supported by a wearable offer in stores. However, there was a shift. From his early collections to 2002, there was a rather direct thread between runway to shops as far as I can remember even though when he went « J’adore Dior » it was weird in Avenue Montaigne. But at the time, department stores were still very powerful. Between 2003 and 2004, there was a real disconnect however because the crazy runway shows only served to sell J’adore Dior tshirts and bags. And there was more and more disconnect between the boutiques and the shows. It culminated for the FW2004 collection, which was barely produced as what was mostly sold was the Dior Rasta collection.
If I remember well, at some point, the success of the tshirts jeopardized so much the image of Dior that they stopped producing them and as they were preparing to celebrate the decade of John and the anniversary of Dior, they changed their entire product offering, reintroduced the Lady Dior as The bag of the house (they overtime discontinued the Gaucho and others).
In reality, between 2007 and 2011, Dior was very conservative but there was a real coherence between runway and ships as the collections were already commercial, almost redundant. Even though it stopped growing, it was successful.
MGC’s Dior is very different from RAF’s for example but the retail reality is different. Distribution is much more controlled today. That’s why they weren’t overwhelmed this time with the success of t-shirts. MGC reintroduced a very commercial base, similar to what Galliano did, as the backbone of her success at Dior.
I think JWA should follow more the RAF’s model. I think the offering during the RAF years was fantastic. RAF wasn’t very imaginative but it had a good base.
Even Chanel by Karl. They only did tshirts for resort and sports collections. But the clients had seasonal prints blouses every season for example.
Logos are inevitable but they can be dangerous. I was told that the « Miss Dior » collection by MGC was a flop. Her regular non branded stuff sold more. It’s a question of balance.