On Thursday, Dior showed it's first Pre-Fall collection in Tokyo, not Paris.
Gianluca Longo explores Dior's decision for The Business of Fashion:
Amid the excitement about a rising China, we often forget that Japan is still the world’s third largest economy. This could be one of the reasons why Paris fashion house Christian Dior chose to show its very first pre-fall collection in Tokyo on Thursday night.
Sidney Toledano, CEO of Christian Dior, is quoted as saying,
“At Dior we believe in Japan as a market. They like consistency here and we can provide that to them. Japanese customers are very selective, since they understand quality and traditions. We have plans to invest more in Japan in the next few years — Dior has already 22 shops and five flagship stores in the country. And it’s better to invest now and to surf the wave when it’s still taking shape.”
Read the full article here.