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Week 1: Sales [LVMH Struggles to Bounce Back Amid Deepening Luxury Downturn] (24 July 2025)

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Week 1: Sales [LVMH Struggles to Bounce Back Amid Deepening Luxury Downturn] (24 July 2025)

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Highlight Points:

This year, the LVMH group has faced significant pressure. Its Fashion & Leather Goods division, which houses flagship brands like Louis Vuitton and Dior, saw sales decline by 9%.

Overall, group sales fell by approximately 4%, continuing a downward trend following a 3% decrease in the previous quarter.

Problem Factors:

Slower economic growth, particularly in China.

Inflation and excessively high tariffs in the US

Changing consumer preferences

A shift in consumer lifestyles, with shoppers willing to spend more on travel, dining, and wellness rather than on luxury goods.

Citations:

Williams, R. (24 July 2025). LVMH struggles to bounce back amid deepening luxury downturn. The Business of Fashion. https://www.businessoffashion.com/articles/luxury/lvmh-fashion-and-leather-goods-sales-fall-9-percent/

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Summary:

Unit Cost: $ 2,170

Unit Retail: $ 6,200

Initial MU%: 65%

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Case Study 1 - Penetration Percent, Sell-through, Percent Change, Profit and Loss, KPI for Digital, and Square Foot Calculation - Worksheet

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Case Study 1 - Penetration Percent, Sell-through, Percent Change, Profit and Loss, KPI for Digital, and Square Foot Calculation - Worksheet

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Week 1: Sales [The Great Fashion Reset | How to Fix Luxury's Trust Issues] (03 September 2025)

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Week 1: Sales [The Great Fashion Reset | How to Fix Luxury's Trust Issues] (03 September 2025)

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Highlight Points:

In 2023, sales continued to rise surpassing annual sales estimates of $10 billion before reversing last year amid a slowdown in global luxury demand.

Revenue is estimated to decline 6 percent (excluding exchange rate changes) in 2024 and is expected to decrease by an additional 10 percent this year.

Sales Decline Key Factors:

The labor exploitation case in Italy has led to a decline in sales for luxury brands, including Dior.

Uncertain economic situation in China and US.

Customers shifting behavior.

Citations:

Kent, S. (2025, September 3). The Great Fashion Reset | How to fix Luxury’s trust issues. The Business of Fashion. https://www.businessoffashion.com/articles/professional/luxury-trust-scandals-made-in-italy/

Williams, R. (2025, June 25). Ready for relaunch? Jonathan Anderson’s Dior Challenge. The Business of Fashion. https://www.businessoffashion.com/articles/luxury/jonathan-anderson-dior-lvmh-turnaround-basquiat-warhol-mbappe/

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This website is using a security service to protect itself from online attacks. The action you just performed triggered the security solution. There are several actions that could trigger this block including submitting a certain word or phrase, a SQL command or malformed data.

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Size: Small

Price: $6,200

Color:

Black

Latte

Cherry Red

Pale Pink

ABC ACC:

Classic

Ultramatte

Dior Lucky

Citation:

Dior Fashion US official website  | DIOR. (n.d.). Christian Dior. https://www.dior.com/en_us/fashion

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Team members:

Beatrice, Eva, Evelyn, Jared

Dior:

French luxury goods house.

Founded in 1946 by Christian Dior.

Today, part of the LVMH group.

Design:

Heritage

Elegance craftsmanship.

Timeless

Citations:

Dior. (2023). History - Profile - Christian Dior Finance. Dior-Finance. ‌https://www.dior-finance.com/en/961-historique-copie-en.html

LVMH. (2024). Christian Dior, haute couture and ready-to-wear - Fashion & Leather Goods - LVMH. https://www.lvmh.com/en/our-maisons/fashion-leather-good/christian-dior

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P&L 2024

Gross Sales: $1,565,086

Net sales: $1,424,212

Gross Margin: $754,832

Operating P&L: $327,569 (23%)

P&L Prediction 2025

Gross Sales: $1,590,909.1

Net sales: $1,400,000

Gross Margin: $560,000

Operating P&L: $70,000 (5%)

Summary

Sales Trend: Net sales dip slightly from $1.42M (2024) to $1.40M (2025), showing conservative expectations.

Returns: Improvement in returns/allowances (lower in 2025), which is positive for efficiency.

Margins: The major concern is higher merchandise costs leading to a 13-point drop in gross margin. This indicates rising production/sourcing costs or pricing pressure.

Profitability: Operating profit remains stable in dollar terms (~$322K vs. $328K), but efficiency is worsening since Dior is generating the same profit on lower sales and thinner margins.

For Dior, 2025 is forecasted as a more challenging year, with stable sales but shrinking margins due to higher COGS. The focus for planning should be on cost control, pricing strategy, and reducing reliance on markdowns/returns to protect profitability.

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Colors:

Black

Latte

Cherry Red

Pale Pink

Pantone:

PANTONE Black C

PANTONE 12-0104 White Asparagus

PANTONE 20-0076 TPM Screptre Red

PANTONE 12-2904 TCX Primrose Pink

Style Description:

Created using lambskin with Cannage stitching, resulting in a quilted texture

Lining uses Goatskin and lambskin

Original Retail Price:

$6,200

Product Detail:

Has a wide and adjustable & customizable shoulder strap

Fits three badges that the user can choose

Additional Pale gold-finish metal D.I.O.R charm

Interior zip pocket and slip pocket

Made in Italy

Can be worn crossbody or by hand

Care Label:

Small amount of leather cleaner with a soft cloth

Damp cloth to remove excess cleaner

Air dry

Citations:

Pantone. (n.d.). https://www.pantone.com/articles/fashion-color-trend-report/new-york-fashion-week-autumn-winter-2025-2026?srsltid=AfmBOooN_JqVxWSFvvcf2oSvvdFRJcR4h-N3InsSr1LWhg2-8ItNMYVx

Pantone. (n.d.-a). https://www.pantone.com/articles/color-palettes/colors-we-love-colors-that-endure?srsltid=AfmBOoqmrjEdQbZJAaXW-6uq9aYGtYO6acqsDadTbw91SLAdxuHMERHk

Small lady dior my abcdior bag black cannage lambskin | dior. (n.d.-c). https://www.dior.com/en_us/fashion/products/M0538ONGE_M900

Yas, Maya. “How to Clean Christian Dior Bag: Expert Bag Cleaning Tips.” Mayas Brand Studio Buy Brand Bag, 5 May 2023, mayasbrandstudio.com/en/how-to-clean-christian-dior-bag/.

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Commitment to Diversity, Equity, and Inclusion (DEI)

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Commitment to Diversity, Equity, and Inclusion (DEI)

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Dior business growth key factor:

Diversity

Creativity

Equal opportunity (Dior Open Day)

Citations:

LVMH. (2024). Diversity and Inclusion at Christian Dior ⏐ INSIDE LVMH. LVMH. https://www.insidelvmh.com/article/diversity-and-inclusion-at-christian-dior

Dior. (2025). Social Responsibility - news-savoir-faire - Fashion & Accessories. Dior. https://www.dior.com/en_cy/fashion/news-savoir-faire/folder-news-and-events/social-responsibility

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Social Responsibility - news-savoir-faire - Fashion & Accessories | DIOR

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Highlight Points:

Total Revenue: €84.7 billion (down 2% year-over-year); +1% on an organic basis

Profit from Recurring Operations: €19.6 billion, reflecting a 23.1% operating margin

Net Profit: €12.9 billion

Group Share of Net Profit: €5.2 billion

Operating Free Cash Flow: €10.5 billion, up 29%

Net Financial Debt: €9.1 billion (down 14%)

Equity: €66.9 billion (up 11%)

Citations:

Dior Finance. (n.d.). Financial Highlights - Profile - Christian. Dior. https://www.dior-finance.com/pdf/d/2/1044/Christian%20Dior%20-%20Annual%20results%20VA%20-%20financial%20release%202024.pdf

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Highlight Points: DIOR 2025 (First Half)

Revenue: €39.8 billion (down 4% year-over-year; -3% organic growth)

Profit from Recurring Operations: €9 billion (operating margin: 22.6%)

Net Profit: €5.9 billion

Group Share of Net Profit: €2.4 billion

Operating Free Cash Flow: €4 billion (up 29%)

Net Financial Debt: €10 billion (down 17%)

Equity: €64.4 billion (up 1%)

Citations:

https://ml-eu.globenewswire.com/Resource/Download/ab2c527e-9a3e-4ed3-b336-4faadc478e87

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Week 2: Profit [Dior Revenue 2024 Categorized by per Group]

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Week 2: Profit [Dior Revenue 2024 Categorized by per Group]

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Highlight Points:

Fashion & Leather Goods segment is the company’s strongest, contributing 48% of total revenue.

Selective Retailing follows with 22%, reflecting solid performance in multi-brand retail formats.

Watches & Jewelry and Perfumes & Cosmetics contribute 12% and 10% respectively.

Wines & Spirits account for the smallest share at 7%.

Overall, the data indicate a well-diversified portfolio, with a clear emphasis on fashion as the primary driver of growth.

Citations:

Dior (n.d).Financial Highlights - Profile - Christian Dior Finance. Dior Finance. https://www.dior-finance.com/en/chiffres-cles-en?utm_source

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Summary:

Total Annual Sales Target: $1,400,000 -> 100% of total sales.

Seasonal Split:

SS (Spring/Summer): $634,900 -> 45.4% of total sales.

FW (Fall/Winter): $ 765,100 -> 54.7% of total sales.

Quarterly Sales Breakdown:

Q1 (Jan-Mar): $322,000 -> 23.0%

Q2 (Apr-Jun): $308,000 -> 22.0%

Q3 (Jul-Sep): $336,000 -> 24.0%

Q4 (Oct-Dec): $434,000 -> 31.0%

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Week 3: Merchandise [Jonathan Anderson's New Lady Dior Campaign] (22 September, 2025)

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Week 3: Merchandise [Jonathan Anderson's New Lady Dior Campaign] (22 September, 2025)

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Highlight Points:

Dior's latest Lady Dior campaign, under the creative direction of Jonathan Anderson, marks a significant artistic evolution for the iconic handbag.

The campaign collaborated with brand ambassadors Mia Goth, Greta Lee, and Mikey Madison. The setting, with its 18th-century French architecture and natural lighting.

This approach reflects Dior's commitment to blending tradition with modernity, ensuring the Lady Dior remains relevant in today's fashion landscape.

Citations:

Diderich, J. (2025, September 22). EXCLUSIVE: Dior Reveals Jonathan Anderson’s New Lady Dior Campaign. WWD. https://wwd.com/business-news/media/jonathan-anderson-new-lady-dior-campaign-mia-goth-greta-lee-1238211723/

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EXCLUSIVE: Dior Reveals Jonathan Anderson’s New Lady Dior Campaign

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Dior debuts Jonathan Anderson’s Lady Dior campaign featuring Mia Goth, Greta Lee and Mikey Madison, shot by David Sims in a historic French venue.

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PANTONE® is the Universal Language of Color for Designers, Brands, & Manufacturers. Design, shop, and explore Color of the Year 2023, trends, and products.

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Week 4: Digital [Traditional digital marketing is going amiss. Should luxury go lo-fi?] (March 26, 2025)

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Week 4: Digital [Traditional digital marketing is going amiss. Should luxury go lo-fi?] (March 26, 2025)

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Highlight Points:

Luxury brands are experiencing a "digital recession," with a 19% decline in Instagram interactions, 4% drop on Weibo, and a 93% decrease in YouTube views.

Changes in platform algorithms and political shifts, such as TikTok's ban and Meta's policy alterations, have disrupted traditional digital marketing strategies.

Despite these challenges, Dior reclaimed the top digital spot, and Ralph Lauren entered the top five for the first time, indicating that strategic digital engagement can still yield results.

Citations:

Vogue Business custom insights team in partnership with Phronesis Partners. (2025, March 26). Vogue Business Index: Traditional digital marketing is going amiss. Should luxury go lo-fi? Vogue Business. https://www.voguebusiness.com/story/consumers/traditional-digital-marketing-is-going-amiss-should-luxury-go-lo-fi?utm_source=chatgpt.com

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Vogue Business custom insights team in partnership with Phronesis Partners

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Traditional digital marketing is going amiss. Should luxury go lo-fi?

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As the luxury slowdown and legislative changes usher in a difficult time for digital engagement, playful online content can offer a lifeline for brands if the balance is right.

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Lady Dior Bag (Small) Customer Reviews Week 1

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Lady Dior Bag (Small) Customer Reviews Week 1

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Overall Design

Holds quite a lot

Well structured with metal feet

Versatile and easily fits all daily necessities, including phone, wallet, makeup, and power bank.

Beautiful classic design that will never go out of style

Deep main body feels more space-efficient than other bags

No inner compartments, which adds to the spacious interior feel

Price

Does not maintain its high retail price when thinking of reselling

Quite expensive

Good quality for the price

Finish/wear and tear

After 7 years, the shape is softened, and the hardware is tarnished and scratched. And the lambskin leather scratches easily

The patent leather easily shows scuffs, scratches, fingerprints, etc.

Very sensitive color transfer (more or less, depending on the color)

Very sturdy and durable

Citations:

Moon. (@moodimun). (2024-6-17). What happened to The Lady Dior after 7 years. (Video) TikTok. https://www.tiktok.com/@moodimun/video/7381217714406165766?_r=1&_t=ZT-8zY1Rk0rTyv

Sara. (@luxlikesara). (2022-6-21). In-depth bag reviews: The Lady Dior. (Video) TikTok. https://www.tiktok.com/@luxlikesara/video/7111415363958492462?_r=1&_t=ZT-8zY1OTmE9xl

IG : @cindyutamaa. (@cindyutama). (2025-2-19). Cindy’s Reviews Episode 1: Lady Dior Bag. (Video). TikTok. ​​https://www.tiktok.com/@cindyutama/video/7472782823670304005?_r=1&_t=ZT-8zY1sNZwPHr

Kenzie Handbags and Fashion. (@Kenziescarlett_). (2023-1-14). Should you buy, a Lady Dior). (Video) TikTok. https://www.tiktok.com/@kenziescarlett_/video/7188322340747496747?_r=1&_t=ZT-8zY2GYXbf7G

Jacqueline Weber. (@jaqweber). (2024-10-22). Bag reviews: Small Lady Dior. (Video) TikTok.  https://www.tiktok.com/@jaqweber/video/7428341251294104878?_r=1&_t=ZT-8zY31qLEMAf

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Size: Small

Price: $6,200

Color:

Black

Latte

Cherry Red

Pale Pink

ABC ACC:

Classic

Ultramatte

Dior Lucky

Report:

No change

Citation:

Dior Fashion US official website  | DIOR. (n.d.). Christian Dior. https://www.dior.com/en_us/fashion

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Size: Small

Price: $6,200

Color:

Black

Latte

Cherry Red

Pale Pink

ABC ACC:

Classic

Ultramatte

Dior Lucky

Report:

Change in Dior Lucky charms

Other sizes and etc all remain the same as previous week.

Citation:

Dior Fashion US official website  | DIOR. (n.d.). Christian Dior. https://www.dior.com/en_us/fashion

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Size: Small

Price: $6,200

Color:

Black

Latte

Cherry Red

Pale Pink

ABC ACC:

Classic

Ultramatte

Dior Lucky

Report:

Change in "personalization charms"(Classic) and Dior Luck

Other sizes and etc all remain the same as previous week.

Citation:

Dior Fashion US official website  | DIOR. (n.d.). Christian Dior. https://www.dior.com/en_us/fashion

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Size: Small

Price: $6,200

Color:

Black

Latte

Cherry Red

Pale Pink

ABC ACC:

Classic

Ultramatte

Dior Lucky

Report:

Change in "personalization charms"(Classic)

Other sizes and etc all remain the same as previous week.

Citation:

Dior Fashion US official website  | DIOR. (n.d.). Christian Dior. https://www.dior.com/en_us/fashion

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Dior demonstrates its commitment to sustainability through three pillars:

responsible supply chains

environmental protection

social responsibility.

Its products utilize high-quality, organic ingredients, environmentally friendly facilities, and circularity in design and packaging.

Citations:

Dior. (2025). Dior sustainability - news-savoir-faire - Fashion & Accessories. Dior.

https://www.dior.com/en_cy/fashion/news-savoir-faire/folder-news-and-events/dior-sustainability-dispatch

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Dior sustainability - news-savoir-faire - Fashion & Accessories | DIOR

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Dior offers a range of career opportunities:

Internships

Permanent positions

Graduate programs.

Include a wide variety of departments, professions, and geographical areas are available to choose from through the Dior Career website.

Citations:

Dior (n.d). Dior Careers. Dior. https://www.dior.com/carrieres/index.html

Dior (n.d.)‌. Dior Retail Leadership Program. Dior. https://diorretailleadershipprogram.com/

LVMH (n.d). (2025). Dior Retail Leadership Program ⏐ INSIDE LVMH. LVMH. https://www.insidelvmh.com/article/dior-retail-leadership-program

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Dior Recruitment - Discover jobs & internships opportunities within our beauty & luxury world. Boost your career in retail, marketing, supply chain, digital, communication

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Lady Dior Bag (Small) Customer Reviews Week 2

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Lady Dior Bag (Small) Customer Reviews Week 2

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Overall Design

When compared to the mini size, it was described as a practical perfect day to night bag

The bag is quite structured and will stay up when placed down with the help of metal studded feet

The size of the removable strap is too big and disproportionate to the bag size

Perfect everyday bag for day or night

Considered a timeless style

Top handle bag + crossbody strap is the perfect combination

The ability for the handles to open fully allows for easier access to the main pocket

While the flap opening can get in the way sometimes, it still feels as secure as a zipper

Space inside is deceivingly spacious

Price

The 3cm size difference between the mini and small sizes doesn’t justify the price difference

Price is sometimes considered too much so some people opt for good condition preloved versions

Finish/wear and tear

Some users not the patent finish can get a sticky feel over time

The classic lambskin doesn’t feel too delicate and like it can be worn daily

Citations:

Luxbags by jiaxin. (@luxbagsltd). (2025-4-9). Lady Dior mini vs small size and other comparison. (Video) Youtube. https://www.youtube.com/shorts/jed00qFfyDc

Lifestyleismypassion. (@Lifestyleismypassion3729). (2025-2-6). Lady Dior Bag Mini VS Small 🤓 || Size Comparison. (Video) Youtube. https://www.youtube.com/watch?v=vYGx5gB25mE

The Monica Way. (@THEMONICAWAY). (2025-2-10). 'MY LADY' LADY DIOR BAG REVIEW | ITS INTERESTING HISTORY & WHAT YOU NEED TO KNOW. (Video) Youtube. https://www.youtube.com/watch?v=8gYhTY8ofaM

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Lady Dior Bag (Small) Customer reviews Week 3

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Lady Dior Bag (Small) Customer reviews Week 3

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Overall Design

The ABC charm strap is not available in patent leather

Charms will tarnish and scratch as the DIOR letters bump into each other

Very structured overall shape

The opening flap can be hard to open due to the hard structure of the leather

The metal feet on the bottom of the bag keep the base of the bag near spotless

Described as a work of art in terms of design, structure, and precision

Small sizes is quite “roomy” fitting daily essentials and more

Price

Resale value with the lambskin or patent leather is better due to better wear and tear on the finish

One reviewer quoted that “the bag loses its value by 20% once it leaves the store, so its not really a good investment.”

The price seems a little expensive when compared to how delicate the bag’s lambskin is

Finish/wear and tear

Lambskin and patent leather are the most durable and popular

Satin finish is only suitable for those who are very delicate with their bags

Lambskin is more susceptible to rain than patent leather

Over time, if not kept in a cool environment, the patent leather may be sticky

It has high color transfer and seems to get dirty very easily

Citations:

Ashe I Luxe shopping + tips. (@luxury_nobody). (2023-01-07). Tips for buying a Lady Dior bag. (Video) Tikok. https://www.tiktok.com/@luxury_nobody/video/7185655734284143915?_t=ZT-8zvxO9yWsXO&_r=1

Thebeautyjunkee on IG. (@thebeautyjunkee_). (2023-08-29). Reasons why I h8 my Lady Dior. (Video) TikTok. https://www.tiktok.com/@thebeautyjunkee_/video/7272728617589738757?_r=1&_t=ZT-8zvxuLufAmj

BreitMarie. (@brietmarie). (2022-06-30). What I love and what I loathe about my Lady Dior bag. (Video) TikTok https://www.tiktok.com/@brietmarie/video/7115033645177523502?_r=1&_t=ZT-8zvxzEziN5C

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Lady Dior Bag (Small) Customer reviews Week 3

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Lady Dior Bag (Small) Customer reviews Week 3

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Overall Design

Very simple silhouette (symmetrical, classic, iconic cannage quilting)

Small size is perfect to fit essentials and then some

Clacky handle and kind of loud charms (favored by some users and disliked by others)

Very good craftsmanship and quality, not a stitch out of place

When placed down, the handles will usually tip to one side, or both fall open, sometimes causing the bag to fall over

The flap opening can be cumbersome to open and close

The two very thin pockets on the inside of the bag aren’t easily accessible

While the feet do keep the bag off the ground, they are cone-shaped, so when placed down quickly, it is prone to tipping over

The bag may come with a strap, but it doesn’t sit well crossbody

The opening flap is awkward and frustrating

Price

It's a pretty expensive bag, but with more cons than people say

Finish/wear and tear

Matte lambskin doesn’t show wear and tear easily

In one review, the unique matte blush color drew her attention to the Lady Dior bags

If worn every day, the leather might start to show marks quickly, especially in a lighter color

Citations:

Hello Catwalk City. (@hellocitycatwalk). (2021- 11-18).  My Love Hate Relationship with the Lady Dior. (Video) Youtube. https://www.youtube.com/watch?v=druFiOogJVk

Amelia Rose’s Closet. (@Ameliarosescloset). (2024-02-16). Review of the Annoying Lady Dior bag watch before you buy. (Video) Youtube. https://www.youtube.com/watch?v=OYIwtBjiwOA

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Annual Sales vs LY

2025 vs 2024: -3.4%

2024 vs 2023: -1.7%

2023 vs 2022: +8.8%

4Q Sales vs LY

2025 vs 2024: -2%

2024 vs 2023: -0.1%

2023 vs 2022: +5.5 %

3Q Sales vs LY

2025 vs 2024: +1.5%

2024 vs 2023: -4.4%

2023 vs 2022: +1.1%

Summary

Dior grew 2023 → 2024, especially annually (+8.8%) and in Q4 (+5.5%).

However, 2024 results underperformed plans slightly, and 2025 plans are cautious, projecting declines across Q4 and full-year sales.

Dior seems to be adjusting expectations downward for 2025 despite prior growth. This could be due to market headwinds, macroeconomic uncertainty, or more conservative forecasting.

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Annual Sales: $1,400,000

SQFT: 24,000 (L: 200, W: 120)

Sales per SQFT: $2,545

Summary:

This table outlines the current space distribution and financial performance of a retail store. With only 550 sq ft (2.3%) allocated to selling space, the store achieves an impressive $2,545.45 per sq ft in annual sales.

However, this also reveals a major opportunity: optimizing the layout could significantly increase revenue. By reallocating excess non-selling space, especially the oversized stockroom towards selling areas, the store could improve both space efficiency and profitability.

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Summary:

Based on this sales plan, the table provides a clear comparison between the 2024 FW buy penetration and the 2025 FW sales penetration by classification.

MD MIX Penetration%

Outerwear: 15.0%

Top: 19.0%

Bottom: 10.0%

Acc: 56.0%

Total: 100.0%

Signature Style Purchased QTY Penetration%

Black: 16 (QTY) -> 50.0%

Latte: 6 (QTY) -> 20.0%

Pink: 3 (QTY) -> 10.0%

Red: 6 (QTY) -> 20.0%

Total: 31 (QTY) -> 100.0%

This consistency indicates a continued focus on high-performing categories. Also, we could get the information that black color is the styles drive revenue for Lady Dior bag.

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Sell-through by week and life-to-date (LTD)

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Sell-through by week and life-to-date (LTD)

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Summary:

While a high sell-through means the product is selling well and may need to be reordered, a low sell-through means the product is underperforming and may need a markdown or promotional strategy.

By Week 24, the Life to Date (LTD) Units Sold=22.

That equals an LTD Sell-Through % of 71.%, meaning 71% of the total starting inventory has been sold.

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Week 5: Pricing [Dior Bag Price Increase From 2009 to 2025] 

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Week 5: Pricing [Dior Bag Price Increase From 2009 to 2025] 

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Summary:

Dior bag prices increase on average by 8% per year

In 2021, there were 2 price increases: first 6% and 13.5% near the end of the year

From 2009 to 2024, the Lady Dior Bag went up by 188% in price

Citations:

Rodriguez, S. (2025, August 8). Dior Bag Price Guide (2025) | BragmyBag. Bragmybag. https://www.bragmybag.com/dior-bag-prices/?utm

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Summary:

2025 FW Seasonal Sales Plan

2025 FW Buy Plan: $1,000,000

2025 FW Sales Target: $ 700,00

2025 FW Sell-Through target: 70%

Main Category (Leather Handbags)

2025 FW Main Category Pentration% vs Total: 48%

2025 FW Main Category Buy Plan Amount: $480,000

Signature Style (Lady Dior)

2025 FW Style Penetration% vs Category Total: 40%

2025 FW Signature Style Buy Plan Amount (Total): $192,000

2025 FW Signature Style Sales Plan Amount (Total): $134,400

Signature Style (Quantity)

2025 FW Signature Style Buy: 31 Units.

2025 FW Signature Style Sales: 22 Units.

Signature Retail Price

2025 FW Signature Style Retail Price: $6,200

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Size: Small

Price: $6,200

Color:

Black

Latte

Cherry Red

Pale Pink

ABC ACC:

Classic

Ultramatte

Dior Lucky

Report:

Change in "personalization charms"(Classic)

Other sizes and etc all remain the same as previous week.

Citation:

Dior Fashion US official website  | DIOR. (n.d.). Christian Dior. https://www.dior.com/en_us/fashion

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Lady Dior Bag (Small) Customer Reviews week 4

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Lady Dior Bag (Small) Customer Reviews week 4

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Overall Design

Loud jingly charms

Bag handles fall open too easily

A variety of colors for everyone

Perfect everyday size

The flap opening can get annoying

Lightweight

Small metal feet cause the bag to be very unstable when set down

Classic design that's never going out of style

Comfortable cross-body strap

Can be dressed up and down

The DIOR charm hardware can be scratched from hitting itself

Price

Loses price value by 10% or 20% once it leaves the store

Complaints of the recent price increase

Pre-loved can come for much cheaper in very nice quality

Finish/wear and tear

Sensitive color transfer, which is very noticeable in light colors

Leather on the base dents very easily

The canvas lambskin is quite soft and delicate

Stains and wear marks are inevitable with use

Citations:

Kenzie Handbags and Fashion. (@Kenziescarlett_). (2022-3-28). Small ABC Lady Dior Review! (Video) TikTok. https://www.youtube.com/watch?v=xduRceFhA3g

Abbi Hau. (@Abbihau). (2023-2-19). PROS and CONS of THE LADY DIOR. (Video) Youtube. https://www.youtube.com/watch?v=VLenHVmHBtU

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Week 6: Markup [Why consumers are questioning luxury's markups]

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Week 6: Markup [Why consumers are questioning luxury's markups]

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Markup & Pricing

The luxury industry norm seems to accept that retail prices are often 8–12× the cost of making for major brands.

Retail price: $6,200

Cost: $6,200:12= $516.6

Markup %= 91.6%

Another Example case: Dior Book tote

Production Cost: Around $57 per bag, excluding materials like leather.

Retail Price: Approximately $2,800 per bag.

Markup: Nearly 4,900% or a 48x markup.

Reason/Other Factors:

You are paying for the brand name:

The final price of a Dior bag is more about the luxury name, status, and brand than the actual production cost

High-profit margin:

This high markup allows the company to cover operational costs like marketing, retail stores, and designer salaries.

Potential for ethical concerns:

The investigation has highlighted a potential ethical disconnect between the luxury price tag and the human cost of production.

Citations:

Francombe, A. (2024, July 23). Why consumers are questioning luxury’s markups. Vogue Business. https://www.voguebusiness.com/story/consumers/why-consumers-are-questioning-luxurys-markups

Ryan, C. (2009, July 09). Christian Dior’s $57 Handbags Have a Hidden Cost: Reputational Risk. The Wall Street Journal. https://www.wsj.com/business/retail/christian-diors-57-handbags-have-a-hidden-cost-reputational-risk-8175c9c9

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Why consumers are questioning luxury’s markups

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The public is learning that hero products from some of the world’s biggest luxury brands are often made for a fraction of what they sell for. Have we arrived at an industry reckoning?

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Size: Small

Price: $6,200

Color:

Black

Latte

Cherry Red

Pale Pink

ABC ACC:

Classic

Ultramatte

Dior Lucky

Report:

Change in ACC

Citation:

Dior Fashion US official website  | DIOR. (n.d.). Christian Dior. https://www.dior.com/en_us/fashion

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Lady Dior Bag (Small) Customer Review week 5

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Lady Dior Bag (Small) Customer Review week 5

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Overall Design

ABC charms allow for unique customization

A few users bought bag inserts to organize the main inside space

Storage capacity is perfect for a nice evening out, not recommended to stuff full

Can be styled year-round with any outfit

Price

Expensive but worth it

Finish/wear and tear

Quilted cannage pattern is very feminine looking

With limited and careful use, the pristine look should be maintainable for a long time

Citations:

Brooke Morris (@brookemorris18). (2025-9-22). Lady Dior Handbag Review I Small Lady Dior Review I Pros and Cons of Lady Dior Bag. (Video) Youtube. https://www.youtube.com/watch?v=vNiB-ai-Gss

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Summary:

Total FW Sales Value: $134,000 -> 100%

Sales Period: 6 months (Aug-Jan)

Total Quantity Sold: 22 units -> 70%

Average Weekly Sales Quantity: 1 item/ week (5 total per month average)

Highlight:

Peak Sales Month: December (22%) - Highest sales & quantity.

Lowest Sales Month: August (10%) - Early stage of FW season.

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Summary:

Season: 2025 FW

Product: Lady Dior (Small size)

Total Buy Quantity: 31 units

Basic Unit Cost: $ 2,170

Basic Unit Retail: $ 6,200

Trend Color Unit Cost: $ 2,370

Trend Color Retail: $ 6,200

Opening Inventory (2025 SS) -> 52%

New Purchases (2025 FW) -> 65%

Markup Breakdown:

Initial Markup -> 65%

Average Markup -> 64.1%

Cumulative Markup -> 60.6%

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Sign in to your OneDrive cloud storage and Office Online.

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Summary:

Unit Cost (Basic Color): $ 1,860

Unit Cost (Accent Color): $ 2,060

Unit Retail: $ 6,200

Total Cost: $ 59,460

Total Retail: $ 192,200

Mark-up %: 70%

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Summary:

Beginning Inventory: 31

Life to Date Units Sold: 9

Units Remaining After 12 Weeks: 22

Life to Date Sell-Through %: 29%

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Summary:

Cherry Red:

Unit Sold: 2

Week 11: 16.7%

Week 12: 20%

Total: 33.3%

Pale Pink:

Unit Sold: 1

Week 11: 0%

Week 12: 33.3%

Total: 33.3%

Total sell-through for two colors

Unit Sold: 3

Week 11: 11.1%

Week12: 25%

Total: 33.3%

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Summary:

Percent Off:

Previous Price: $6,200

New Price: $5,580

Difference (Markdown $): $620

Percent off: 10%

Markdown%:

Previous Price: $6,200

New Price: $5,580

Difference (Markdown $): $620

Markdown%: 11.1%

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Week 7: Merchandise & Latest Promotion [Lady Dior by Jonathan Anderson]

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Week 7: Merchandise & Latest Promotion [Lady Dior by Jonathan Anderson]

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Summary:

Launch date: January 2026.

The campaign features Dior ambassadors: Mia Goth, Greta Lee, and Mikey Madison.

Photographed by David Sims in natural-light settings (garden and interior) at the historic location Pavillon de Musique de la Comtesse du Barry—evoking 18th-century French influences.

The campaign’s aesthetic is described as: romanticism without nostalgia, pared-down, modern, fresh, with accents of some of Monsieur Dior’s favourite flowers.

Citations:

DIOR. (n.d.). Lady Dior by Jonathan Anderson - womens-fashion - Fashion & Accessories. Christian Dior. https://www.dior.com/en_us/fashion/womens-fashion/bags/lady-dior-by-jonathan-anderson

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Shop the new Cruise 2026 collection.

Gifts for Her: Find the perfect present among our specially curated selection

Enjoy complimentary shipping and returns. All orders are presented in signature Dior packaging

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Lady Dior by Jonathan Anderson - womens-fashion - Fashion & Accessories | DIOR

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Shop the new Cruise 2026 collection. Gifts for Her: Find the perfect present among our specially curated selection Enjoy complimentary shipping and returns. All orders are presented in signature Dior packaging

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Size: Small

Price: $6,200

Color:

Black

Latte

Cherry Red

Pale Pink

ABC ACC:

Classic

Ultramatte

Dior Lucky

Citation:

Dior Fashion US official website  | DIOR. (n.d.). Christian Dior. https://www.dior.com/en_us/fashion

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Lady Dior Bag (Small) Customer Review week 5

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Lady Dior Bag (Small) Customer Review week 5

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Overall Design

Decisively small and feels like you have to play Tetris to fit daily items

Continued concerts about the hefty handles “flopping over” and tipping the bag

Price

Depreciates in value the second it leaves the store

Recommended to shop second-hand

Finish/wear and tear

The opening flap is difficult to operate and will show wear and tear a lot

The color transfer on light colors is extremely sensitive and can only be worn with light colors

Recommended evening bag for special occasions

Citations:

Aftereuphoria (@aftereuphora). (2022-10-01). My Love Hate Relationsip With the Lady Dior. (Video) TikTok. https://www.tiktok.com/@aftereuphoria/video/7149189137281715457?_r=1&_t=ZT-91FWcA4CBNl

KiraKirby (@kirakirby). (2022-03-08). Pros and Cons of My Little Lady Dior. (Video) TikTok. https://www.tiktok.com/@kirakirbyy/video/7072399868374830382?_r=1&_t=ZT-91FWn8xvKBL

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Week: 8 Retail [Dior’s new NYC flagship store]

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Week: 8 Retail [Dior’s new NYC flagship store]

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NEW YORK

Dior has launched its newly-renovated flagship store in New York City, located at the corner of 57th Street and Madison Avenue.

The store includes the first U.S. location of Dior Spa, occupying the top floor and offering bespoke skincare and wellness treatments.

Beside the main store, there is also a stand-alone boutique for Dior Maison (home décor and lifestyle) – the first of its kind in the U.S.

CHINA

Citations:

https://www.msn.com/en-us/lifestyle/fashion/dior-unveils-its-new-nyc-flagship-store-with-a-chic-spa-and-home-boutique/ar-AA1MJIus?apiversion=v2&domshim=1&noservercache=1&noservertelemetry=1&batchservertelemetry=1&renderwebcomponents=1&wcseo=1

https://www.businesstoday.com.my/2025/11/11/lvmh-expands-footprint-in-china-as-luxury-market-recovers/

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Dior unveils its new NYC flagship store with a chic spa and home boutique

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From the beginning, Christian Dior adored New York. The French couturier visited Manhattan for the first time in 1947, shortly after debuting his seminal New Look collection, a celebration of the hourglass silhouette. “My two days in New York were spent in a continuous state of wonder,” he wrote in his autobiography, “Dior by Dior.” By 1948, the designer had opened a boutique on Fifth Avenue. Fast forward 77 years and the maison has unveiled its…

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Week 9: Merchandise [Dior Ready-to-wear collections | Fall 2025]

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Week 9: Merchandise [Dior Ready-to-wear collections | Fall 2025]

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Summary:

The Dior Fall 2025 Women’s Ready-to-Wear collection, designed by Maria Grazia Chiuri, celebrates modern femininity by blending the house’s iconic heritage with Japanese elements.

Drawing inspiration from Christian Dior’s archives, particularly the 1950s New Look, the collection reinterprets classic silhouettes like tailored suits, skirts, and coats with softer lines and practical elegance for today’s lifestyle.

A neutral palette of black, beige, and gray is punctuated with delicate embroidery and textures, while luxurious materials such as wool, tweed, silk, and organza emphasize craftsmanship.

Accessories remain minimalist yet refined, complementing the understated, confident aesthetic.

Citations:

https://www.dior.com/ko_kr/fashion/여성-패션/레디-투-웨어-패션쇼/디올-2025-가을-여성-레디-투-웨어-패션쇼

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Week 10: Marketing [DIOR- Digital Marketing Strategies & Advertising Campaign]

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Week 10: Marketing [DIOR- Digital Marketing Strategies & Advertising Campaign]

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Summary:

Brand Identity

Strong balance of heritage + modern innovation.

Consistent luxury visuals, storytelling, and exclusivity.

Emphasis on craftsmanship and sustainability.

Target Audience

Core age: 25–34, but spans 16–54.

Majority female (~64%), affluent customers.

Key markets: US, Japan, UK, France.

Marketing Mix (4Ps)

Product: Couture, RTW, beauty, fragrance.

Price: Premium, limited editions.

Place: ~390 stores + selective e-commerce.

Promotion: High-budget campaigns and celebrity-driven content.

Digital Strategy

Multi-celebrity collaborations: Rihanna, Bella Hadid, Pattinson, Anya Taylor-Joy, athletes.

Female empowerment themes: “Dior Stands With Women”, inclusive representation.

Local artist partnerships: Culture-driven capsule collections.

Event-driven marketing: Met Gala, Cannes, VR showrooms, livestreams.

Cinematic digital content: Short films, emotional storytelling.

Key Campaigns

Capture Youth: AR filters, interactive content, youthful tone.

Miss Dior / J’adore: Iconic cinematic perfume campaigns.

Sauvage: Masculinity redefined, diverse cast.

Dior Icons: Heritage revival, TikTok & Xiaohongshu push.

Beauty Quiz: Personalized online beauty experience.

Overall Strengths

Emotional storytelling → strong brand loyalty.

Heavy use of influencers + UGC for reach.

Luxury digital experiences that feel immersive and premium.

culturally relevant through local collaborations + global events.

Citations:

https://digitalagencynetwork.com/diors-digital-marketing-strategies-and-campaigns/?utm_source

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French multinational luxury fashion house, Dior is undoubtedly one of the influential forces in the fast fashion industry.
With more than 200K employees all around the world, the Christian Dior-founded brand also recreates the "online popularity" game; according to a 2023 dated Luxe Digital study, Dior captures 13.83% of the total search for luxury interests online, beating out rivals like Chanel, Gucci, and Louis Vuitton.
It means Dior's digital marketing team knows how to remain agile online. But how do they do it? Keep reading to paint a picture of Dior's undeniable popularity in the digital world.

What's Inside

Dior's Brand Identity and Consistency

As a brand, Dior is a testament to its enduring success in the luxury fashion industry.

Through its strategic approach, commitment to innovation, and ability to adapt to changing trends, the fast fashion label goes on to inspire people across generations.

While embodying Parisian elegance, Dior is characterized by sophistication, innovation, and glamour and this modern blend permeates all aspects of Dior, from design to communication, and builds the identity.

Focusing on craftsmanship and quality, Dior uses the "most satisfactory" materials and meticulous attention to detail. Moreover, the brand, showcasing its timeless modernity, does not hesitate to bring its rich heritage to the table. And all of these fundamental elements create Dior's brand identity.

The LVMH-owned house also maintains its brand identity online; in addition to embracing a constant visual language across all platforms, Dior strengthens its core values. This commitment to brand consistency may involve strategic partnerships with luxury marketing agencies, ensuring that Dior's online presence aligns with the exclusivity associated with the brand.

Like another high-class fashion label, Louis Vuitton, Dior highlights the craftsmanship behind its products and takes advantage of storytelling. These luxury advertising strategies not only showcase the meticulous artistry involved in creating each Dior piece but also contribute to the brand's narrative, fostering a deeper connection with its audience. By remembering its Parisian roots, the brand focuses on empowering narratives. While doing so, it supports its commitment to sustainability and creates an image as a responsible luxury brand.

Dior thus works as a creative laboratory in motion, one that is open to the world, its challenges, and its cultures; our House is committed to imagining timeless icons, objects of lasting desire that can be repaired, restored, recycled, and personalized throughout their lifecycle thanks to a synergy of talents and savoir-faire.

Speaking of brand identity and consistency, it's important to note the key patterns that have shaped the world of luxury-patterns masterfully used to craft stunning campaigns. From showcasing heritage and authenticity to leveraging innovation and emotional connection, these elements come together to shape campaigns that define and elevate luxury in every detail. How about your brand's consistency-does it reflect the essence of luxury you aim to convey?

Dior Target Audience

Understanding how Dior has built such a consistent brand identity requires knowing about the luxury brand's target audience.

Dior's target audience actually encompasses a wide range of demographics and psychographics since it produces in the fashion (both haute couture and ready-to-wear), lifestyle, and beauty & cosmetics sectors.

Let us start with age: Dior appeals to individuals aged 25 to 34, according to dior.com website traffic demographics. Several sources state that Dior appeals to people aged 16 to 54; therefore, it is best to consider visitor data.

The same data also reveals that dior.com's audience is 35.47% male and 64.53% female. There is no doubt that Dior is very popular among males due to its fragrances like Sauvage Men. As you may recall, the perfume has been heavily promoted by celebrity endorsements like Johnny Depp.

Both male and female, these people are also interested in lifestyle, fashion, apparel, and shopping.

Regarding income level,Dior targets affluent consumers from upper-middle to upper-income social groups.

Which countries make up Dior's market? The United States, Japan, the United Kingdom, and France take place near the top.

Dior Marketing Mix

Before we get into Dior's marketing strategy, let us first identify the luxury giant's marketing mix.

While saying "giant," we really mean it; according to the Vogue Business Index for the first half of 2025, Dior has ascended to the second position among the top luxury fashion brands, surpassing Gucci.

So, as previously stated, Dior's brand values are more positively perceived by consumers. That is a sign that the brand is tailoring a sophisticated marketing mix.

Let's look at that closer:

​Dior's marketing mix, which includes product, price, place, and promotion, is meticulously designed to maintain its status as a premier luxury brand.

⭐️ Product: As we stated above, Dior offers an extensive range of luxury products, from ready-to-wear to haute couture; from accessories to fragrances, makeup, and skincare products. ​

While the brand is continuously expanding its lines to cater to diverse customer needs, each product is positioned as high-end, elegant, and sophisticated.

⭐️ Price: As expected, Dior's pricing strategy focuses on high-end consumers with significant purchasing power in the luxury industry. In addition to that, the brand employs limited edition releases to enhance exclusivity and justify premium prices.

To understand Dior's price strategy, take that as an example: Dior handbags start at ~$700 and shoes at ~$400. No discounting policy.

⭐️ Place: ​As of 2025, Dior operates approximately 390 storesworldwide across 51 countries, with the following regional distribution. What's more, pop-up stores and exhibitions, like Dior Riviera, are a part of the strategy to enhance brand experiences.

Even though the store number seems high, the brand allows production selling only via carefully controlled channels to preserve luxury positioning.

Similarly, Dior's e-commerce is limited to select product categories like beauty and fragrance.

⭐️ Promotion: Dior combines heritage storytelling, effective influencer marketing, and high-budget ad campaigns. So much so that, just in 2023, the brand spent €10.2 billion on promotions.

Speaking on high-end campaigns, as you may know, Dior teams up with well-known figures like Rihanna, Natalia Portman, Charlize Theron, Sharon Stone, and more.

Digital marketing? The brand is also good at social media management, live streaming fashion shows, and high-budget ads. We'll focus on these later; keep reading.

Dior's Digital Marketing Strategy: What Dior Does Different?

We mentioned above that the product-wise brand slayed the "digital marketing game" and became the most popular luxury trademark in 2023; it's time to see how Dior has created this momentum.

In a world where a great number of old-line fashion brands need help to stay relevant, Dior stands out with its engaging approach powered by collaborations, influencers, shows, storytelling, and a bold social media strategy. (How to create one - check out the best social media strategies for fashion brands)

Speaking of social media, we all know that Dior boasts a massive following across major platforms; so much so that the brand has almost 50M followers on Instagram, 25M on Facebook, and 10M on X. This impressive online presence not only highlights Dior's popularity but also underscores the effectiveness of their marketing strategies, which may include collaborations with fashion marketing agencies to enhance their digital reach and engagement.

Let's explore Dior's marketing specifications.

Teaming up with Various Figures at A Time

Partnering with well-known names for marketing campaigns in a limited time is a popular move in the digital world & fashion marketing strategy. However, Dior raises the bar and eliminates the limitations. The brand teams with numerous celebs at the same time to maintain its popularity.

A-listers like Rihanna, Bella Hadid, and Jennifer Lawrence frequently sporting Dior outfits fuel the brand's aspirational image and celebrity appeal. As Dior fans remember, in December 2023, Hollywood heartthrob Robert Pattinson collaborated for the Dior Icons campaign.

While Robert Pattinson is fronting the menswear aspect of the said campaign, another Hollywood star Anya Taylor-Joy holds a similar position for the brand's women's fashion and makeup at the same time.

Jenna Ortega is another rising star in Dior's constellation of brand ambassadors; the Wednesday star is the face of Dior Beauty's "Dare in Gris Dior" campaign.

The luxury brand does not solely collaborate with Hollywood stars. While the campaigns mentioned above are executed simultaneously, Dior also teamed up with Kylian Mbappé, the great football player after he sparked excitement in the World Cup this year.

Celebrating Sisterhood

For a few years, as all we know, feminist themes have been rising in the fashion industry.

Taking the lead, Dior, features inspiring people from various backgrounds, showcasing their stories & achievements. Via campaigns like " Dior Stands With Women" and " I Feel Pretty," the brand highlights the strength, diversity, and importance of supporting one another.

All of these can be considered as mere advertising acts and it can be true; however, Dior also partners with artists, photographers, and filmmakers who support gender equality. Recent collaborations include projects with photographer Brigitte Niedermann and filmmaker Alina Slotte, exploring themes of female empowerment and sisterhood.

Moreover, the luxury fashion brand does not hesitate to work with models and actresses of diverse ethnicities, ages, and body types for its campaigns and runaways. Similarly, it recognizes and celebrates the power of sisterhood across cultures and backgrounds.

(Proudly) Collaborating with Local Artists

Dior does not only proudly announce its collaboration with female artists but also local ones.

Promoting local-centric values, Dior offers unique and culturally inspired pieces each year. The brand partners with local artists and designers for capsule collections & incorporates traditional techniques and motifs into their designs. As Dior fans may remember, back in 2021, the brand released the Dior Men's Spring/Summer designed by Amoako Boafo.

By doing so, undoubtedly, the brand creates stronger connections with local audiences while enriching its fashion line with unique local elements.

Promoting Itself in Global Events & Shows

In addition to its runaway shows attracting A-list celebs, Dior is also very good at getting media attention worldwide via its presence in global events like Met Gala and Academy Awards. With its signature extravagant sets and innovative designs, the brand creates major buzz and social media engagement every year.

While teaming up with celebs who wear their best outfits in the events, Dior sponsors prestigious art and cultural events, such as the Venice Biennale, Cannes Film Festival, and the Wimbledon Championships. This affiliation approach with high culture promotes the brand's image and positions it as a boss in luxury branding plus sophistication.

While boosting the brand's image offline, at the same time, Dior leverages influencer marketing, user-generated content, and exclusive behind-the-scenes glimpses to generate excitement. By creating immersive digital experiences, such as virtual reality showrooms and interactive online campaigns, the brand allows its fans to explore the line in a new way.

Showing Extravagant Sides Online

It's time to accept that Dior is a winner in showcasing its extravagant side online; it weaves a tapestry of luxury, opulence, and artistic flair across various digital platforms.

Dior's digital marketing team uses video marketing to create short films that can be described as cinematic videos.

These films showcase the brand's latest collections with captivating narratives and breathtaking visuals. The videos feature sweeping shots of models in flowing gowns against dramatic backdrops, intricate close-ups of craftsmanship, and dreamy glimpses into the design process.

By masterfully combining high-quality visuals and interactive experiences, Dior paints an online portrait of its unique extravagant world. The fashion line invites its fans to not just admire but to immerse themselves in the brand's DNA of luxury, creativity, and artistic expression.

Dior's Signature Marketing Campaigns

The iconic fashion house has created its legacy on boundary-pushing marketing campaigns. Let's take a look at some of them.

Capture Youth Campaign

Dior's Capture Youth campaign, speaking to a new generation, carved a niche for itself in the anti-aging market. The campaign embraced a youthful, energetic, and rebellious spirit instead of traditional anti-aging tropes.

The campaign also featured collaborations with artists and creators who push boundaries and redefine beauty - Cara Delevingne, Yoon Chan Young, Fernanda Mott, and Iris Law. Some of the collaborations involved interactive elements like AR filters, experimental videos, or pop-up art installations.

Miss Dior "J'adore"

What is the most famous item of Dior? Absolutely "the great" J'adore.

The Miss Dior "J'adore" campaign was launched in 1999. The ad featured a golden amphora bottle and Charlize Theron dancing on a rooftop. The ad was directed by John Galliano and became an instant classic because of its playful yet elegant nature. It perfectly captured the essence of Dior's femininity and joie de vivre.

Dior Sauvage Campaign

The campaign, which generated both excitement and controversy, has been successful in reflecting the changing landscape of masculinity and cultural sensitivity in advertising. Although the early campaigns were successful, the controversy in 2019 ( Johnny Depp fronted Spirit of the Wild ad) led Dior to reconsider its marketing approach. The brand has since made positive changes such as diversifying its cast, evolving its definition of masculinity, and emphasizing sustainability.

Dior Icons Capsule Collection

The Dior Icons Capsule Collection is a great example showing how Dior is dedicated to its roots; While paying homage to Monsieur Dior's visionary designs and the rich history of the House, the campaign reinterprets classic pieces with a modern twist.

The collection is promoted via engaging digital campaigns, using social media platforms like TikTok and Xiaohongshu (a social media and e-commerce platform). User-generated content challenges and collaborations with influencers have helped drive excitement plus brand awareness.

The Dior Beauty Quiz

In addition to promoting its fashion line, Dior also takes social media platforms and digital media to offer experiences to its customers in its beauty marketing.

As one of those marketing efforts, The Dior Beauty Quiz is designed to help the customer discover their perfect makeup routine. The interactive online tool delivers an immersive experience that takes into account users' individual preferences, skin tone, and desired look to provide personalized recommendations for Dior makeup products.

Frequently Asked Questions about Dior's Marketing

1. How does Dior market their products?

In the most basic way, Dior markets its products by blending heritage storytelling, effective influencer marketing, and high-budget advertising campaigns. Back in 2023, we know that the brand spent €10.2 billion on promotions, including digital marketing. While marketing their products, Dior also collaborates with well-known figures such as Rihanna, Natalia Portman, Charlize Theron, and Sharon Stone. Additionally, Dior excels in social media management, live streaming fashion shows, and executing high-budget advertisements.

2. What is the marketing strategy of Dior?

Dior's marketing strategy is actually a blend of traditional luxury branding and cutting-edge digital initiatives designed to maintain its premier status and engage a global audience. As you already know, the brand offers a vast array of items, including ready-to-wear, haute couture, accessories, fragrances, and makeup; and it necessitates various marketing tactics for each line. The brand's marketing tactics combine heritage storytelling, influencer marketing, and large-scale advertising campaigns. They also prioritize fashion shows, brand storytelling, and a bold social media approach.

3. How does Dior use influencer marketing?

Among luxury brands, Dior is one of the greatest at influencer marketing. By teaming up with well-known personalities for their marketing campaigns, Dior sustains its popularity. So much so that they often partner with multiple celebrities simultaneously, such as Rihanna, Bella Hadid, Jennifer Lawrence, Robert Pattinson, Anya Taylor-Joy and Kylian Mbappé. Dior's campaigns also feature models and actresses representing diverse ethnicities, ages, and body types.

4. How does Dior advertise?

Dior's advertising strategy heavily relies on high-budget, aspirational campaigns designed to evoke exclusivity among its audience base. They create cinematic ads, often resembling short films, that feature A-list celebrities. By consistently featuring these figures in their ads and having them frequently wear Dior outfits, the brand effectively cultivates an aspirational image. What's more, Dior's campaigns are deployed across various premium channels, including digital platforms, to reach a global audience.

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Dior Digital Marketing Campaigns: How Their Online Advertising is Reshaping Fashion

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Dive into the world of Dior's innovative digital marketing campaigns and discover how they're redefining fashion for the modern age.

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Summary:

2026 FW 6 Month Plan

Sales $ (LY+7%): $599,200

Markdown $ (LY+7%): $149,800

Average Stock $: $329,205

Purchases $: $856,000

Cost of Purchases $: $256,800

IMU %: 70%

Markdown (Rate) %: 25%

Gross Margin %: 62.5%

Turnover: 1.82

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FM203 Padlet Summary Instructions (3).xlsx

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If you have issues, please refer: FIT TechHelp

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Summary:

Purchased: 9 units

Unit Cost: $1,860

Original Retail: $6,200

Initial MU: 70%

Total Units Sold: 3

Total Cost: $5,580

Total Sales: $18,600

Total Net Sales: $13,950

Total Markdown $: $4,650

Promotion: 10% off

MD as Oct.31: 11,1%

MU vs MMU: - 11,1% (70%-66,7%)

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Size: Small

Price: $6,200

Color:

Black

Latte

Cherry Red

Pale Pink

ABC ACC:

Classic

Ultramatte

Dior Lucky

No change

Citation:

Dior Fashion US official website  | DIOR. (n.d.). Christian Dior. https://www.dior.com/en_us/fashion

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Size: Small

Price: $6,200

Color:

Black

Latte

Cherry Red

Pale Pink

ABC ACC:

Classic

Ultramatte

Dior Lucky

Change in ABC ACC

Citation:

Dior Fashion US official website  | DIOR. (n.d.). Christian Dior. https://www.dior.com/en_us/fashion

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Summary:

Conversion Rate -> 2.0%

A low rate may suggest issues with site usability, product appeal, or pricing. The brand should improve on user experience, product images, and site speed.

Return Rate -> 9.0%

This return rates indicate that there's an issues with product satisfaction (include the product descriptions or quality issues and fit).

Abandoned Cart Rate -> 46.4%

Almost half of customers who added items to their cart didn’t complete the purchase. They could offer discount in limited time amount so the buyer could make a transaction immediately.

Bounce Rate -> 40.0%

A high bounce rate might indicate poor landing page experience or irrelevant traffic from ads or search. The brand could improve landing page content to match user intent better. Also, test different ad targeting and keyword strategies to bring in more qualified traffic.

Average Order Value (AOV) $6,300.00

This number indicate Dior as a luxury brand that have a segment of high-value buyers. They could consider offering more personalized services or exclusive benefits for that audience.