Last Wednesday, in Shanghai, in presence of both brand ambassadors, the 29th year old actress Zhao Living and the Chinese model and actress Angelaby, Dior celebrated the reopening of its enlarged and revamped flagship in the major shopping of West Nanjing Road, which feature women’s and men’s collections, as well as fine jewelry and timepieces.

The presence of the young Ambassadors had a very positive impact on the young generation. Sidney Toledano, the CEO stated : We have seen that we are attracting more young people, but we are not a brand for teenagers. We want young people to dream about the brand.”

Far from changing Dior’s strategy in order to bow to the desires of younger consumers, Toledano counters that the brand’s heritage and authenticity that allow it to appeal to consumers of all ages in China and elsewhere. Continue reading →