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Welcome to our support website for the business case “Managing Creativity in Luxury Fashion Houses: Raf Simons at Dior”.

Read an inspection copy of the case.



The case investigates the role of creative directors in the luxury fashion industry. When in October 2015 Raf Simons quit Christian Dior, industry observers wondered why anyone would voluntarily walk away from such an esteemed fashion house, and who would replace him. Beneath the glamorous veneer, the luxury and fashion industry puts tremendous stress on creative directors. Some crack up (John Galliano), other commit suicide (Alexander McQueen), and many launch proprietary labels.

Teaching Objectives

After reading and analysing the case, students will be able to:

  • evaluate the role played by creative directors in a luxury fashion house;
  • understand the economics of the business and how haute couture drives profitability down and across associated business lines such as ready-to-wear and accessories;
  • learn about the growing influence of fast fashion and e-commerce on the fashion calendar that creative directors are expected to live

How to buy the case

  • Hard and soft copies of the case and teaching note (which contains the login and password to access the private area of this site) can be purchased via our distributors’ websites. To choose a distributor please visit the INSEAD Case Distributors page.
  • The case can also be purchased directly from INSEAD.
  • If you are not a registered instructor, follow the instructions on our distributors’ websites to identify yourself as such.