Can Dior’s meteoric rise continue in 2022?

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Dior is still betting big this year. Parades; new high-end boutiques, including the reopening of the Parisian flagship; digital; and NFTs are in the foreground.

The success of Dior, led by Italian Pietro Beccari, 54, has been built on its ability to step up investments for long-term growth, building on its iconic heritage and shifting its position to the top. of the luxury pyramid. They have also built up a creative team since 2015 that like Louis Vuitton divides management between two people for men and women, has built leading stores and retail experiences, and has invested heavily in them. digital and social media, especially in China.

South Korean singer Jisoo of Blackpink, global ambassador for Dior, helped the house take Paris Fashion Week and social media by storm last year. The show generated a total of 140 million views online, for live streaming. And Dior has also maintained a full list of shows, most recently in London for the pre-fall menswear collection, when few others have. For this year: NFTs are on the agenda but not resale, Beccari said Vogue Business in a broad interview to mark his placement at the top of the winter 2021 edition of the Vogue Business Index, the ranking of the 60 biggest luxury brands.

Dior’s success lies “in the omnichannel, the fluid experience, the capacity for innovation,” says Beccari. “We changed our platform, emphasizing our ability to integrate bricks and mortar into the digital experience. This allows us to expand our e-commerce presence in new countries – in Europe, the Middle East, expanding further into Canada and Australia.

Surprisingly perhaps, at a time when the metaverse is of great concern in the luxury sector, Dior has not yet touched on NFTs. “We are working on projects; actively examining it, ”Beccari says. “The metaverse will represent the future of digital. We strongly believe that we need to add skills within our team and eventually be the pioneers again and be the ones who pave the way for a new exploitation of the [technology]. “Pressed on a timeline, he says,” Second half, maybe last quarter. We are not in a hurry; we prefer to do things right.