AI IN DIOR

BIG DATA, BUSINESS ANALYTICS,

ADVANCES IT & DIGITAL MANAGEMENT

Submitted to:
Mrs. Hema Dubey
Group members:
Guru Prasad
Ruchira Pal
Simran Agrawal
Sowrav
DIOR
ABOUT DIOR

Built on the foundation of feminity and innovation, Dior was founded in

1946 by Christian Dior.

Christian Dior uses a black and white minimalistic logo with its name,
which is now used as an emblem where capital C and D are used to create
a mirror image, which represents uniqueness, aristocracy, prestige,
glamour, and good taste.

Dior, today, under the creative directorship of Maria Grazia Chiuri, is

amongst the top 10 apparel brands, with 200 plus stores dealing in haute
couture, men's and women's fashion, footwear, accessories, wines,
perfumes, cosmetics and watches.
 QUICK STATS
ABOUT THE BRAND
FOUNDER : CHRISTIAN DIOR
YEAR : 1946
ORIGIN : FRANCE
HEADQUARTERS : PARIS, FRANCE
INDUSTRY : LUXURY GOODS & JEWELLERY
TYPE : PRIVATE
MARKET CAP : $102.51 BILLION (2022)
ANNUAL REVENUE : $64.2 BILLION (2021)
NET PROFIT : $39.501 BILLION (2021)
USP : THE COMPLETE LIFESTYLE
DESIGNER LUXURY BRAND

The house of Dior now is controlled and chaired by

French businessman Bernard Arnault, who also heads
LVHM.
TIMELINE 1989 2000
1946 1960
Bernard takes Hedi Silmane
Christian Dior 1949 1970 over LVMH changed
2017
Couture house 1st Brand Marc Bohan Marc Bohan group, bringing Christian
becomes the couture & Dior Celevrates
was established extension: creates
creative perfumery Monsieur to its 70th
at 30 Avenue, Miss Dior Christian Dior
Fragrance director together. Dior Homme anniversary
Montaigne, Paris. Monsieur

1905 1947 1957 1967 1985 1997 2016

Christian Dior Dior Christian dior Philippe Bernard Dior museum Maria Grazia
was born in presents passed away, Guibourge Arnault opens in Chiuri, the
Granville, his 1st making Yves creates Miss becomes the Christian current
France. collection. Saint Laurent, Dior ready to CEO of Dior Dior's family creative
the head wear. home director
designer
DIOR'S TARGET MARKET
Upper-class men and women belonging to the age group 20-50 years.

Personality: Intelligent, high social status, elegant, modern, classy, and has
an eye for fine and luxurious products.

Individuals who have an extraordinary mixture of romanticism, feminism,

and modernity.
MARKETING MIX

PROMOTION PLACE
It engages celebrities for its fashion The prices are much higher than
shows and internet marketing. those of the majority of premium
brands.
The Christian Dior website provides
information about the various items The target market is generally
and where to buy them. not price concerned and is
prepared to pay for the status
Takes customer relationship symbol s, and it has created a
management very seriously, loyalty-based relationship with
appreciates client loyalty and rewards their clients, allowing them to
them by delivering them the latest info demand higher prices for the
about new products via email and post. products.
MARKETING MIX

PROMOTION PLACE
It sells ready-to-wear items such as dresses, Dior sells its products
skirts, jackets and coats, blouses and t-shirts, through its chain of
and so on, as well as shoes, bags, costume retail stores in the global
jewellery, sunglasses, and other accessories. market and also through
its various online stores
Christian Dior offers a variety of make-up at dior.com.
materials for the face, eyes, lips, and nails,
such as foundation, powders, eyeliner, The company believes in
lipsticks, manicure, and so on. direct selling and has a
network of the efficient
It offers a diverse range of skincare products workforce that is trained,
such as cleansers and toners, creams, and so capable and offer
on. professional services.
SWOT ANALYSIS
STRENGTH
Strong brand name and reputation
worldwide
has a significant tradition dating
back over a half-century
prominent presence on numerous
premium avenues around the world
Excellent branding and advertising
O PPO R T UN IT IE S
it may focus on sustainability
projects that are gaining appeal
among consumers.
expanding into emerging nations,
where there is a growing demand
for luxury goods.
Collaborations with renowned
fashion firms and hotel chains can
assist in reaching out to clients.
WEAKNESS
Currency fluctuations in multiple
nations can result in revenue
losses for the brand.
Tough competition implies that
market share growth is limited.
replicas pose an issue for brand
identification.
THREATS
Fake imitations can harm
Christian Dior's business.
The entry of many designers
into the exclusive wear
market poses a danger to the
brand.
A global slowdown and
recession may have an
impact on the luxury sector.
CRAFTMANSHIP
Dior designed special bottles that were
genuine works of art.At Baccarat, as in
the Dior workshops, crafting beauty
requires in-depth knowledge of age-old
techniques and meticulous handiwork.

The 60 artisans in Dior's ateliers

interpret the designer's wishes,
understanding his ambitions and what
he wants to achieve.

Peter Philips creates new shades for

Dior's colourists to bring to life.

Craftsmen from the innovation team

utilise their expertise in creating new
products and constantly improving
existing products
AI IN FASHION AND RETAIL
The above issues, along with a few more, are
resolved by practically all participants in the
fashion ecosystem with the aid of AI.
Applications facilitate the fit condition
between consumers and manufacturers,
enhancing consumer satisfaction and
lowering industry environmental effect. AI is
used by designers to make textiles and
clothing, and consulting companies use it to
forecast trends for their manufacturing
clients.
Virtual merchandising

By bridging the gap between the experiences

of online and in-store purchases, AI-enabled
technologies like augmented reality (AR) and
virtual reality (VR) are currently attempting to
address the aforementioned issue.These
innovations make shopping more enjoyable
and immersive, which improves the whole
experience.
 AI IN FASHION AND RETAIL
VISUAL SEARCH
Similar to text-based search, visual search analyses and recognizes photos submitted
by users and returns the most pertinent search results. Customers can look for what
they want without having to explain it, which makes online shopping easier and more
satisfying.

IMPROVED CUSTOMER PERSONALIZATION

To succeed in business, personalization is necessary. A lot of client data is available to be
accessed and analysed as a result of significant data innovation. Deep learning
technologies, such as AI and ML, allow fashion companies to track the purchasing patterns
of specific clients when combined with business data.Marketers are increasingly using the
information and computational abilities of advancing technology to understand consumer
expectations and shape the consumer experience based on purchases, favourite colours,
textures, and other style preferences.

AUTOMATED AUTHENTICATION
Detecting fashion forgeries and counterfeit goods also uses computer vision driven by
ML. Previously, spotting fakes needed the trained eye of experienced customs agents
or other law enforcement professionals.AI systems can now detect when fake goods
resemble genuine goods more closely. AI technology is being used by customs and
border agents to help establish the authenticity of high-end goods that are frequently
imitated, such handbags and sunglasses.
BENIFITS OF AI
Dior's solution creates a personalised experience for
each subscriber. This type of experiential marketing is a
good way to provide a good brand experience with
tailored interactions to a large number of people.

AI-based trend forecasting and assortment optimization

aid in keeping up with the right assortment strategy and
ensuring that their assortment strategies are constantly
reviewed and adapted - this is where AI comes into play.

A systematic approach to channel optimization and

sales force management puts Dior at a strategic
advantage in the battle for revenue growth. AI is used
as a basis to critically evaluate the sales organizations.
BENIFITS OF AI
Dior uses AI to gain access to relevant data, which is
critical for understanding its customers and leveraging
AI to grow relationships. Dior collects data at every
point of contact with their customers, but they also
provide loyalty and rewards programmes that provide a
wealth of information about consumer preferences..
 05

AI IN DIOR
At Dior, embracing innovation
means pioneering digital
transformation to help support
their intuition.

Partnership with an Artificial

Intelligence start-up to relaunch
their iconic Saddle bag and
tracked it with the use of an AI
image-search algorithm to
follow these signals, determine
who was carrying the Saddle and
confirm the studio’s intuition.
 08

AI IN DIOR
Dior Book Tote, 2018, A bag with its
inimitable 3D-effect embroidery, with
more than 1.5 million stitches.

Dior Insider, 2017, an AI beauty

assistant through the Facebook
Messenger platform, which is an AI
chatbot that communicates with
users, initially greeting them by name
and through a series of questions
proceeds to determine what types of
products they are interested in within
the company’s skincare or makeup
offerings.
 AI IN DIOR 11

In 2020, Dior
Dior collaborated
launched the "Miss
with Bambuser
Dior Immersive
and Perfect Corp
Journey Experience"
which are
which explored the
advanced
brand's history, where
providers of user
users can create their
experiences for
own Ready Player Me
virtual try-on
along with a virtual
sessions and
fashion collection
shopping, along
which can be used to
with providing
create personal
private
avatars with a selfie
consultations to
and use it to explore
the clients.
Dior’s virtual world.
CUSTOMER EXPERIENCE
With the use of in-store technology, the French fashion giant Christian
Dior is customizing the consumer beauty experience.
Generally a sales woman approaches and asks about the customers
needs and requirement. Then she will be guiding through every product
offerings across the board. And the sales person is supposed to help
the customer to choose the right product for them.
Dior has some of the the most polite sales person. They also have
augmented reality try on. This makes the experience quick and effective.
KEY LEARNING
In order to manage consumer-brand interactions, Dior has
already adapted AI. The upscale brand communicates with
clients via Facebook Messenger by using interactive chat bot
software.
The Dior Insider AI tool is intended for brand fans, or people
who aspire to the brand but may never really purchase anything
from it. Emojis and GIF s are used by Dior in their messaging
service to personalize interactions and offer a fun experience.
Each customer who signs up receives a customized experience
thanks to Dior's solution. A large audience can benefit from a
positive brand experience with these customized encounters
through experiential marketing.
The gap between the individualized in-store experience that
customers receive and the internet experience can be filled in
this way. Additionally, it connects to social media to provide
cross-channel brand exposure.
But Dior is unique in that it has been able to integrate channels
using programmed like Dior Insider. Most fashion and luxury
firms, in fact, struggle to meld their online and offline brand
offers. There is a significant disconnect between customer
experiences depending on their preferred first channel because
only a small percentage of luxury brands advertise in-store
services online.
 REFERENCES
https://fashionunited.uk/news/fashion/timeline-70-years-of-christian-
dior/2017030723778

https://www.dior.com/en_int

https://www.lvmh.com/houses/perfumes-cosmetics/parfums-christian-dior/

https://toppandigital.com/translation-blog/role-artificial-intelligence-luxury-
fashion/

https://www.retaildive.com/ex/mobilecommercedaily/dior-insider-launches-
bringing-ai-to-luxury-beauty-sector

https://dior-rise.eu/

https://longevitylive.com/beauty/dior-insider-introducing-beauty-artificial-
intelligence-2017/