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Article: Dior Eyes New Consumers With Sport.(Dior Homme Sport)
- Article from:
- WWD
- Article date:
- August 1, 2008
- Author:
CopyrightCOPYRIGHT 2008 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: -- Jennifer Weil
PARIS
-- Parfums Christian Dior hopes to tap into a casual Zeitgeist -- and a new male consumer -- with Dior Homme Sport, due out this fall.
The fragrance from the LVMH Moet Hennessy Louis Vuitton-owned brand, targeting men ages 25 to 40, will be the fourth in the Dior Homme collection, which first kicked off in September 2005.
Dior Homme Sport is meant to grow that brand by recruiting a younger consumer and broadening its geographic reach, said Romain Spitzer, director of the parfums business unit at Parfums Christian Dior. He described the Dior Homme universe as "innovating, very modern, architectural and ...