Dior

Dior stands near the top of French luxury because it does two jobs at once: high fashion that shapes the conversation, and beauty products that reach far more people than the runway crowd. By our assessment, it is strongest when the house style is obvious in tailoring, accessories and fragrance, yet still polished enough to sell a very specific idea of glamour. The downside is built into luxury itself: the clothes and bags are expensive, the image is highly curated, and much of the appeal depends on wanting that exact look. In practice Dior is about craftsmanship, polish and strong branding, with stores and counters that feel more ceremonial than ordinary retail. Compared with mass fashion it is far above it in finish and cachet, and compared with quieter luxury it is more visible and more insistently styled.