Business Lessons From The Dior Cruise 2019 Event

Business Lessons From The Dior Cruise 2019 Event

"Overall, whether or not the Dior Event was a success is subjective and down to opinion "

The Dior Spring/Summer 2020 collection fashion display was recently held in Marrakech and it is causing a rave on social media! The public took to Twitter and Instagram to share their views and disagreements. Some highlighted the fact that even though African designers did the bulk of the work, globally the designs will be recognized as those of non-Africans. Meanwhile, others feel Western fashion houses ought to dig deeper in order to know and have a better understanding of African culture so our stories are told the way they should be.

The event is packed full with numerous lessons which business owners can benefit from. It‘s amazing how just one fashion event led to a variety of controversial views from people all over the world. Of course, we’re here to break the lessons learned down for you! 1. The Power of Collaboration: As business owners, this fact cannot be over-looked as it is essential in most, if not all, businesses. Fashion House Dior wisely tapped into the booming African fashion industry; they had the vision to collaborate with African designers in order to curate beautiful designs which will be sold worldwide. As well as doing business together, this event was an opportunity to create awareness for both local and foreign fashion brands. From time to time, it is a good idea for businesses to dialogue, network and partner with other brands in order to promote creativity and sustainability. 2. Give Credit Where It Is Due: There is a thin line between cultural appropriation and cultural appreciation. The views raised from the event make it evident that some Africans were not happy with how the fashion house upheld what the local designers and artisans did. Surely, Africanism is visible in the prints and designs showcased yet, credit was not duly given by Dior. In business, it is important to give credit where credit is due-and to whom it is due. In any business engagement, it is only right to acknowledge the work or effort others have put into ensuring the partnership goes well. 3. Keep to Your (Business) Word: When the fashion house went to Marrakech, they made it known that they were going with the intention of creating “common ground” which also happened to be the theme for the collection. However, with all that happened, it is hard to decipher if they delivered on their promise. As a business owner, it is essential that your clients believe what you say and the services you have to offer them. If you fail on delivering them, it will be hard to build customer loyalty. 4. Carry Everyone Along: In business, you need to ensure everyone working with you is on the same page as you. This includes your employees, business partners and customers. Failure to achieve this will send the wrong message to them. At the Dior Cruise event, there were less Africans on the runway which was contradictory, considering the fact that the show boasted more African designers than foreign designers. This was enough to make Africans feel the fashion house was biased in regards to representation. Overall, whether or not the Dior Event was a success is subjective and down to opinion. Regardless of it being a hit or a miss, as business owners we can be grateful that we have these take home points to learn and grow from! The Startup Star book is still available on Amazon, iTunes, Kobo, Bambooks, Lulu, Barnes and Noble. The hardcopy is available for sale at CURA building. New 3, Old 6, Ogbunike street, Off Josephine Fingesi, Off Wole Olateju Street (the turning by Avalon opposite Diamond bank) , Off Admiralty way, Lekki Phase 1, Lagos. Wonuola Okoye Author of Startup Star & Principal Coach Big Startup Sign up HERE for one of our tailored services, designed to meet the needs of new and existing fashion entrepreneurs and you’ll be on your way to building your fashion brand and becoming a Startup Star.