Managing Creativity in Luxury Fashion Houses: Raf Simons at Dior (Spanish)

Published 25 Apr 2017
Reference 6214
Region Europe
Length 19 page(s)
Language Spanish

The case investigates the role of creative directors in the luxury fashion industry. When in October 2015 Raf Simons quit Christian Dior, industry observers wondered why anyone would voluntarily walk away from such an esteemed fashion house, and who would replace him. Beneath the glamorous veneer, the luxury and fashion industry puts tremendous stress on creative directors. Some crack up (John Galliano), other commit suicide (Alexander McQueen), and many launch proprietary labels.!

Teaching objectives

After reading and analysing the case, students will be able to
(i) evaluate the role played by creative directors in a luxury fashion house;
(ii) understand the economics of the business and how haute couture drives profitability down and across associated business lines such as ready-to-wear and accessories;
(iii) learn about the growing influence of fast fashion and e-commerce on the fashion calendar that creative directors are expected to live.

  • Raf Simons
  • John Galliano
  • Bernard Arnault
  • Alexander McQueen
  • Christian Dior
  • Haute couture
  • Creative director
  • Luxury fashion