Identity card and moodboard of the companies 
The comparison
In opposing Dior and Chanel, two strong brands and two very distinct images of femininity can be identified. On one hand, Chanel perpetuates the mission that Mademoiselle was set: style for all women, whatever their age. Femininity based on a respect for women, a refinement without artifice, without exaggeration: the simplicity of a comfortable and functional fashion dressing the active woman. However, the Dior woman falls exclusively within the « trendiness ». Upon his arrival in 1996 in Dior, John Galliano reinvented the brand image by making it bolder. Dior woman is then more liberated, playful and laugh at appearances.
In this, graph we can analyse the strategic segments of Luxury brand. Positioning is according 2 criteria: positioning in luxury in different level and the positioning of the brand image: from the “classic and elegant” trend to the “sexy” trend. 
Dior vs Chanel 