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Dear Reader, How did a 75-year-old brand triple its revenues in just four years? In 2017, LVMH took full control of Christian Dior, kicking off a series of moves that would radically accelerate the business. Under a new CEO, Pietro Beccari, and designers Maria Grazia Chiuri and Kim Jones, Dior's business has grown rapidly as it overhauled its commercial offer, raced into e-commerce and rolled out immersive flagship experiences. Its newfound scale has created a virtuous cycle, allowing it to invest even more in spectacular runway shows and sprawling boutiques, all while multiplying estimated profits by a factor of seven. BoF's latest case study, penned by Paris-based correspondent Robert Williams, examines how Dior became one of luxury fashion's fastest-growing and most profitable businesses, scaling from around €2.2 billion ($2.5 billion) in revenue in 2017 to €6.6 billion in 2021, according to estimates, putting the brand closer than ever to overtaking mega-brand rivals like Gucci, Hermès or even luxury titan Chanel. Download this in-depth case study to:
- Understand Dior's strategy for translating its signature codes into a diversified menu of hit products
- Gain insight into the immersive flagship boutiques serving as a destination for a broad range of brand devotees
- Unpack how the brand used collaborations and other major marketing moments to engage consumers and fuel Dior's post-pandemic growth
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"Dior has... [become a] homegrown Chanel challenger." — Luca Solca Bernstein luxury analyst |
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AGENDA-SETTING INTELLIGENCE, ANALYSIS AND ADVICE FOR THE GLOBAL FASHION COMMUNITY. |
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