Is Luxury Fashion Becoming a Zero-Sum Game? | Chanel vs Dior

In the luxury fashion industry, brands compete for a fixed market share rather than expanding the overall market, meaning one brand's success often comes directly at another's expense; Chanel's strategic approach of creating accessible luxury through casual, wearable designs and celebrity ambassadorship has allowed it to capture market share from competitors like Dior, demonstrating how brands can gain ground in a saturated luxury market by appealing to broader consumer segments.