• 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/.

• 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

• 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

• 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

• 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

• 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
  

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

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

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

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

• 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/

• 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

• 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 

• 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/

• 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 

• 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 

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.

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.

• 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

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.

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.

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

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.

• 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.

• 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/

• 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

• 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

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

• 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

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
  

• 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

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

• 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 

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.

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

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%

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%

• Unit Cost: $ 2,170

• Unit Retail: $ 6,200

• Initial MU%: 65%

• 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%

• Beginning Inventory: 31

• Life to Date Units Sold: 9

• Units Remaining After 12 Weeks: 22

• Life to Date Sell-Through %: 29%

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%

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%

• 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%)

• 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

• 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

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

• 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

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/

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

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

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

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