Inside the $7 Billion Dior Phenomenon | Download the Case Study
How did a 75-year-old brand triple its revenues in just four years? By overhauling its commercial offer, racing into e-commerce and investing in spectacular flagships, Christian Dior Couture has radically accelerated its business, transforming itself into “a homegrown Chanel challenger within LVMH.”
Since 2017, Dior has become one of fashion’s fastest-growing and most profitable brands, with estimated revenues tripling to €6.6 billion.
This BoF case study breaks down how Dior overhauled its product offer and marketing strategies under a new CEO, Pietro Beccari, and designers Maria Grazia Chiuri and Kim Jones.
In addition to creating a diversified menu of hit products, Dior rolled out multi-layered store experiences and raced into e-commerce, tapping pent-up demand from consumers outside the shopping capitals where it operates stores.