Opening of a new Dior: the French fashion house launches an Australian online store

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It’s actually a big deal. French fashion house Dior has opened its first online store in Australia – a rare opportunity for luxury designer brands.



This dedicated e-commerce platform offers clothing for women, men and jewelry, as well as Dior Maison, featuring items for the home, exclusively online.

Dior has already sold its perfumes and cosmetics through boutiques in department stores like Myer and David Jones. With four stores in Australia, this is the first online platform that the designer is launching in Australia.

This is a big deal for the luxury fashion market. Typically, luxury retailers – Think: Chanel – have been hiding from the potential of e-commerce. Unlike traditional retail categories, luxury has developed a rock-solid brand image, with dedicated followers and a reputation that spans decades of commerce.

via Dior

via Dior

There is a reason for this stubborn nature towards e-commerce; it is an important element of the overall strategy of the company. The boutique experience is one of the hallmarks of luxury fashion houses, like Hermès, Chanel, Dior and Louis Vuitton. With deep and rich stories within each brand’s image and marketing, the penchant for exclusivity comes with the territory.

Designers like Hermès, Chanel, Dior, and Louis Vuitton certainly don’t come cheap. In fact, their prices are increasing. With that in mind, the core demographic of brands is one that may not have felt the impact of the pandemic to such a degree as the general public. As such, they don’t feel the need to go into e-commerce to increase their sales.

In its 2020 annual report, Dior indicated that it would expand its online presence within its Fashion and Leather Goods division, with the aim of expanding its reach to home consumers. “The Group’s Houses are banking on the creativity of their collections, capitalizing on their iconic and timeless lines, achieving excellence in their distribution networks and strengthening their online presence, while preserving their identity.

As mentioned earlier, the importance of the retailer’s branding is as crucial as the designs on the runway. Its “selective” distribution strategy creates synergy between its range of high-end products and the overall shopping experience. “From elegant interior design to a specialized selection of premium products and services, combined with one-on-one relationships, customers are the center of their day-to-day attention.
base ”, declared the Group in its annual report.

via Dior

via Dior

In 2020, Dior’s revenues plunged from the previous year. Despite this, the brand experienced “remarkable” growth across all product categories in its FY21 results. Its parent company, LVMH (Louis Vuitton Moet Hennessey) recorded stronger revenue growth compared to S1 FY20 and S1 FY19, up 81% and 38% respectively.

“The Group will continue to pursue its strategy centered on the development of its brands by relying on strong innovation and investments, as well as a constant search for quality in their products and their distribution”, declared the Group in a press release. .

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