Dior Expands Gym Culture
It’s not uncommon for high-end fashion brands to expand their sartorial horizons and branch into other industries like fragrances and cosmetics. But some fashion houses are doing more than just bringing out a new perfume, Dior is now fusing industries with the world of fitness to bring active energy to the luxury brand.
We’ve seen sports collaborations with fashion brands before; iconic partnerships such as Adidas x Prada, Puma x Balmain and Victorian Beckham’s revamp of Reebok come to mind. Prada’s partnership, in particular, made economical sense as Adidas is considered the 4th most popular clothing and footwear brand and holds a value of $14.3 billion as opposed to Prada’s 4.8 billion. However, Dior is taking industry expansion to another level with their collaboration with the high-end Italian sports equipment and digital company, Technogym to celebrate the world of fitness with a home gym kit complete with a treadmill, multifunctional workout bench and exercise ball.
Dior’s creative director, Maria Grazia Chiuri is transforming the fashion house famed for its elegant couture into a holistic lifestyle brand that still oozes Dior luxury. Chiuri is creating the ultimate accessory for the person who has everything. For some, this seems an excessive expense with product prices ranging from $1,300 to $12,000; however, many see the Dior printed dumbbells as the ultimate flex and way to achieve sophistication even in a sweaty workout session.
The co-branded capsule has a mission to motivate its customers to live a happier, healthier lifestyle and, from January 22, the equipment will be available in Dior pop-up boutiques in locations worldwide such as Paris, Milan, Tokyo, New York, London, Beverly Hills Seoul, Shanghai, Sanya, Beijing, Chengdu, Hong Kong, Seoul, Taipei and Bangkok.
This seems a fitting development for Dior considering their 2022 Cruise show that was showcased at the Panathenaic Stadium in Athens, the home of the Olympic games. Chiuri’s summer athleisure collection manifests this new merchandise drop, which brings a refreshing dynamism to the brand and bridges the gap between sports and fashion.
As a business strategy, Dior’s collaboration with Technogym seems a logical move and targets an unsaturated spot in the market. Technogym’s revenue has also increased by 21% over 2021 due to the fitness industry being greatly affected by the pandemic and more people turning to bouji home gym set-ups over busy establishments (Sex and the City’s Mr Big being one of them with his Peloton in the reboot). Dior have recognised this shift in the market and are responding to consumer desire with chic and appropriate products. Nowadays, high-fashion brands are no longer limiting their creative energy to designing stunning collections meant exclusively for the runway or red carpet. Brands have to be more and do the unexpected to thrive in this competitive climate.
Dior is staying relevant by curating a brand that achieves an all-encompassing, luxury experience and, in the health-conscious society we live in, the fitness industry is now more than ever a point of interest. But it isn’t just the fitness industry that fashion brands are taking an interest in, Gucci, Ralph Lauren, Burberry and Chanel have branched out into hospitality. Their luxury cafés aim to boost revenue and change the shopping experience by serving couture looks with coffees.
The luxury market is all about the experience their merchandise can give and with more innovative developments in the brand’s business strategies it begs the question, what will they do next?
By : May Garland