David Rosenthal: belief

Transcript context

…It's super wasteful. Taking all the best materials and overusing them to create products for a very small set of people. Yes, it's wasteful. It's expensive. The funniest protest is a group called the League of Broke Husbands, protesting the extreme cost of these materials and of these fashions. But we can't overstate the cultural importance of this. CR Fashion Book continues in this article, "Beyond fashion, the new look reflected broader cultural sentiments and themes in the post war era, specifically by creating a look that was so unabashedly opulent, exaggerated, and exciting. Dior spoke to the universal desire to celebrate life again." It's not just culturally around the world. This is a financial smash hit home run as well. Two years later, by 1949, Dior fashions were literally 75% of Paris's fashion exports and 5% of the entire nation's export revenue. I believe to this day, the luxury industry is the largest export of France. Later in 1947, they launched Christian Dior perfumes with the fragrance Miss Dior, a very famous fragrance. Then in 1950, the GM within Boussac who's running Dior as a business, Jacques Rouet, comes up with a new business model idea. He wants to capitalize on the incredible international success of Dior fashion, both the old couture, the custom made, incredibly expensive pieces, but also the ready to wear lines that they were producing out of this in standard sizes that women all over the world could buy, and the budding success of the perfume line. He thinks this name, this brand has so much value. What if we license the use of the brand out to other goods producers? We can just basically invent money, and they do. As long as we don't put our foot on that pedal too hard and devalue the whole thing. then this is basically a 100% gross margin money found that points at our company.…

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