Licensing and Global Marketing

Cardin learned much about the business side of fashion from his mentor Christian Dior. Dior had been very successful in trading on his name to license his designs internationally. Cardin took this approach further when he sought and found a global acceptance of his designs in countries as diverse as the Soviet Union, India, and Japan. Cardin was an exponent of what is now called branding long before other fashion designers followed suit. He was the first designer to sell ready-to-wear clothing in the Soviet Union as early as 1971. While Cardin's men's wear lines were ultimately more successful than his women's fashions in the United States during the 1970s, he still owned more than two hundred American retail outlets. Cardin was embraced by the Japanese market with special enthusiasm. At the peak of his expansion in 1969, Cardin boasted of having 192 factories throughout the world.

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