THE UNIVERSITY OF NORTHAMPTON

Faculty of Business and Law

MKT4002
RESEARCH PROJECT

MKT4002 - Marketing Audit of Dior In The U.S.

Executive summary

The luxury business is recognised for its richness, allure, and exclusivity, all of which pique
people's interests. Luxury brands, like ordinary brands, are impacted by political, economic,
social, and technical aspects, which will be discussed in detail in this research. Moving
forward to 2022, luxury corporations are still recuperating from the epidemic, particularly in
the case of Christian Dior, better known as Dior, one of the world's most opulent brands,
which is part of the LVMH conglomerate. Along with its three key industry rivals - Chanel,
Gucci, and Burberry - Dior takes full use of its media impact value advantage and ranks #1
on the list released by Launchmetrics (as cited in Driver, 2021). However, in comparison to
popular awareness about sustainability, Dior has a number of concerns, such as animal-
based goods and an imbalanced male and female workforce, despite the fact that it has
established several sustainability projects, such as "Dream In Green." Fashion has seen a
potential future with fashion-tech when it began holding virtual fashion shows and
cooperating with technology corporations to swiftly adapt to the current environment and,
more importantly, leave a legacy.

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Table of contents

Executive summary 1

Introduction 3

Background 3
Overview 3
Dior in the US 3
Vision and mission statement 4
Market analysis 4

Macro-environment analysis 5
Political and legal factors 5
Economic factors 5
Social factors 7
Technological factors 8

IV. Micro-analysis 8
Company 8
Christian Dior Luxury Brand 10
Suppliers 11
Marketing Intermediaries 12
Competitors 12
Competitive analysis 13
Perceptual map 15
Customers 16
Public 18

V. SWOT Analysis 19

VI. Recommended strategies 20

Create and use alternative materials 20
Equal opportunities for women 20
Fashion-tech 20

VII. References 22

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 I. Introduction

For a long time, luxury has been defined as things made of the highest quality materials,
priced at the top of the market, noticeable in their excellence, typically with the brand
identification evident, imparting apparent status, and offered only in high-service settings.
Despite the current global financial crisis and economic instability, luxury companies have
performed well, with annual growth rates of over 10% since 2009. (Bain and Co, 2012; As
cited in Kapferer and Michaut-Denizeau, 2017). The coronavirus outbreak, on the other
hand, had variable degrees of impact on the personal luxury goods industry (Sabanoglu,
2022). Fashion weeks and trade shows have played an important role in keeping
businesses' relationships with customers and business partners strong (Achille and Zipser,
2020).

Despite the challenging circumstances in which luxury companies are operating, many have
been able to alter their emphasis and help local communities (The Impact of Coronavirus on
Luxury Goods, 2020). In terms of luxury spending, the United States now tops all other
markets (Pouillard, 2017). In terms of worldwide revenue, the United States
(US$74,670.00m in 2022) generates the most (Statista, 2022). As a result, the goal of this
study is to conduct a marketing audit of a premium brand in the US market, in this case,
Christian Dior, a French luxury brand, to determine how effectively Dior is doing business
and surviving in this prosperous country.

II. Background

1. Overview

Christian Dior, or Dior, was formed in 1946 by Christian Dior, a French fashion designer
whose works dominated international fashion in the decade after World War II (Britannica,
n.d.), but the first formal collection under the name of Dior was released in 1947. (N, 2014).
Dior only cared about one thing: facilitating the discovery of pleasure, elegance, and beauty
in women. Between 1947 and 1957, Christian Dior revolutionised the norms of grace and
femininity by creating collections infused with illusions and enchantment (LVMH, n.d).

2. Dior in the US

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Dior is immensely popular in the United States, coming in second place in 62 per cent of
states, with Florida, Massachusetts, New York, and Pennsylvania leading the way. Over a
four-year span, the designer house witnessed the most growth with a 1.1 million rise in
searches in California (Schnitzer, 2022).

3. Vision and mission statement

Dior's essential qualities of creativity and vision have remained constant over the years
(Bertrand, 2021). In his mission statement, Christian Dior states, "To become the world's
most popular brand in all things that improve their lives." The mission and vision of Christian
Dior for the year 2021. Dior's goal is to maintain and develop Maison's history while deriving
inspiration and pride from it (Bertrand, 2021). Christian Dior is devoted to producing immortal
symbols, things of lasting desire that can be healed, restored, recycled, and updated
throughout their lives, thanks to a convergence of talents and know-how (Dior Sustainability,
n.d).

The year 2021 was a watershed moment for environmental challenges on an international
scale (Andersen, 2021). Eco-sustainable fashion invests in environmental practises with the
goal of minimising environmental harm both before and after the manufacturing process
(Godart and Seong, 2014). By deploying collective innovations and a dedicated programme
– Dream in Green – on a daily basis, Dior inspires a collaborative, global, and regional
strategy adapted to the environmental challenges of each region and country – reaching all
of Dior's universes, businesses, and collaborators around the world (Dior Sustainability, n.d).
Collaborative knowledge and energy in search of creative solutions with the goal of building
a more desirable future while safeguarding aspirations and beauty (Dior Sustainability, n.d).

4. Market analysis

The desires of powerful, high-status customers who want to demonstrate their status and
power are the source of luxury (Godart and Seong, 2014). In 2022, the Luxury Apparel
industry will generate revenue of US$19.98 billion (Statista, 2022). The market is predicted
to increase at a rate of 1.27 percent per year between 2022 and 2027 (CAGR 2022-2027)
(Statista, 2022). In 2020, the luxury fashion market was worth USD 110.64 billion, and it is
predicted to grow to USD 153.97 billion by 2026 (Report Linker, 2021).

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FY2020 was a difficult year, and most luxury goods firms focused on surviving the epidemic
(Faccioli and Sheehan, 2021). The luxury goods market is pushing fashion-tech investments,
according to Faccioli and Sheehan (2021). With a transition from experiences to products
and experience-based goods (D'Arpizio et al., 2021), luxury expenditure adapted to the limits
of 2021. Companies are putting a greater emphasis on sustainability in the design and
manufacture of luxury items, while also speeding up the use of digital technologies to
connect with customers and create premium shopping experiences (Faccioli and Sheehan,
2021). Making headway toward sustainable development can help premium enterprises
compete more quickly in the long run (Boesel, 2021).

III. Macro-environment analysis

According to Sabanoglu (2022), a recent global study revealed that the watches and
jewellery industry had the most significant decrease in 2020, shrinking by a fourth from its
size in 2019. The clothes and accessories industry followed, with a 20 per cent reduction in
market size (Sabanoglu, 2022). The cosmetics and fragrances market, which decreased by
15%, was slightly more immune to the pandemic's effects. As part of their eco-sustainability
efforts, luxury goods companies are attempting to use technology to create environmentally
friendly new materials (Godart and Seong, 2014). With technological development comes
material innovation (Faccioli and Sheehan, 2021).

1. Political and legal factors

While most domestic travel restrictions in the United States were removed in the first half of
2021 in conjunction with the introduction of COVID-19 vaccinations, many overseas visitors
were unable to enter the country until November of that year (Euromonitor International,
2021).

As trade tensions rise, worldwide businesses are being forced to reconsider their sourcing
strategies, maybe to assist nations participating in freshly signed trade accords (Kvasha and
Gouwensv, 2019). The United States has a slew of rules in place to protect the whole sector
in general, the luxury business in particular, and the country's economic progress. The
economy, society, and the environment are the three pillars of sustainability (Cas, 2021).
The US green economy is predicted to generate $1.3 trillion in yearly sales revenue and
employ almost 9.5 million people, according to the Low Carbon and Environmental Goods
and Services Sector (LCEGSS) statistics (As cited in Georgeson and Maslin, 2019).

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 2. Economic factors

Despite the fact that the United States was the market leader in personal luxury goods in
2020, with a revenue of more than 65 billion dollars (Statista, n.d.), luxury goods had a
record current value sales dip in 2020, owing to COVID-19 containment efforts (Euromonitor
International, 2021). The global personal market for luxury – which includes luxury clothing,
accessories, hard luxury (such as jewellery and watches), and beauty categories – had been
steadily growing for the previous decade, but during the pandemic conditions of 2020, sales
in the Americas dropped by an estimated 27 per cent to $73.7 billion (Boesel, 2021). During
the lockdown, demand for retail declined substantially, and with few places for people to go
or be seen, their interest in premium brand products waned (Boesel, 2021). Domestic and
international travel restrictions were among them, as were social distance and cleanliness
regulations in stores, dealerships, hotels, restaurants, and other institutions (Euromonitor
International, 2021). A healthy economy has boosted sales in recent years, but tariffs and a
strong currency - which deters international tourist purchases - have posed obstacles
(Lovells, 2020). The United States is anticipated to be the world's leading country in terms of
personal luxury goods income by 2025 (Statista, n.d).

Source: Mordor Intelligence (2021)

Luxury brands that aspire to be environmentally responsible must take both strategic and
operational steps (Franco, Hussain, and McColl, 2020). Luxury may rely on sustainability to
access scarce natural resources and safeguard the environment, producing a co-
dependency between luxury and sustainability that benefits both sides (Guercini and

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Ranfagni, 2013; As cited in Franco, Hussain, and McColl, 2020).

3. Social factors

Millennials make up around 23% of the US population and are a major group for internet
commerce (Roberts, 2017). The luxury fashion sector is mostly driven by millennials and
Generation Z. (Research and Markets, 2021). Experiences and "Instagrammable moments"
were more important to millennials (those born between 1980 and 1995) than expensive
items. Baby boomers (those born between 1946 and 1964) were likewise moving in this
direction, having collected a collection of high-end products over the years (Achille and
Zipser, 2020).

Source: As cited in Jones (2020)

Luxury goods, as non-essential items, had a drop in demand during the epidemic, as
individuals struggled to buy the necessities of life (Fortune Business Insight, 2019).

Some of the most current fashion trends, all of which are community-oriented, include
sustainability, transparency, and traceability (Kvasha and Gouwensv, 2019). In recent years,
the fashion luxury industry has been criticized for enabling dangerous industrial conditions
for workers, paying substandard wages, and engaging in gender discrimination (Franco,
Hussain, and McColl, 2020). Brands that include sustainable practises as part of their

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principles are attracting new generations of customers (Franco, Hussain, and McColl, 2020).

4. Technological factors

The luxury goods sector in the United States is undergoing a significant change from in-store
to online shopping. Over the 2011–2016 period, the luxury goods industry grew by 24% in
retail value; it should come as no surprise that online luxury sales grew by 112%. (Roberts,
2017). In consumer decision-making, technology plays a vital role (Roberts, 2019). End-
users now have unrivalled access to information on the go, thanks to increased internet
penetration, increasing smartphone usage, and growing social media users, helping to make
more informed buying decisions (Research and Markets, 2021). Luxury stores and brands
must continue to innovate and engage with a younger, technologically savvy clientele
(Ceron, 2021; As cited in Mintel, 2021). According to Euromonitor International's Digital
Consumer statistics, internet users in the United States increased to 76 per cent of the
population in 2016, up from less than 70% in 2011. (Cited in Roberts, 2017). Customers
demand a more unique customer experience and greater network access to their brands,
including through social media and mobile shopping, and these technologies, such as AI
technologies and social platforms, are reshaping the luxury fashion market in the United
States and abroad (Lovells, 2020).

IV. Micro-analysis

1. Company

The LVMH Group, founded in 1987, now includes more than 75 extraordinary Maisons, each
of which produces high-quality goods (LVMH, n.d). LVMH's Louis Vuitton brand distributes
luxury leather goods, purses, and ready-to-wear apparel, while its Mot and Hennessy brands
sell wines and spirits (Sabanoglu, 2022). LVMH employs roughly 175,000 people worldwide
and had 64.2 billion euros in sales in 2021. (LVMH, n.d).

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From 2008 through 2021, the total number of LVMH Group outlets globally (Source: Statista,
2022)

In 2021, the LVMH Group had sales of roughly 16.6 billion euros in the United States
(Sabanoglu, 2022). In terms of sales, the United States is LVMH's best-performing single
country, accounting for 26% of the total in 2021 (Spencer and Aloisi, 2022). According to
Statista Research Department (2021), in 2019, LVMH spent $1.65 billion on advertising in
the United States. Over the previous year, the luxury goods giant upped its promotional
spending in the nation by around 90 million dollars.

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From 2008 through 2021, the LVMH Group's revenue in the United States (Source: Statista,
2022)

2. Christian Dior Luxury Brand

Christian Dior, or simply Dior, is a luxury goods company located in Paris and created by
Christian Dior. Famous fragrances include "Miss Dior," "J'adore," and "Dior Homme," among
others (Statista Research Department, 2022). Dior adds something fresh every season
(LVMH, n.d). Since the inaugural New Look presentation on February 12, 1947, the House
has continued to develop its vision with stunning, structured, and always feminine designs
(LVMH, n.d). The Dior brand is expected to be valued at more than $7 billion. 2021) (Smith,
2021).

The global value of fragrances and cosmetics provided by French luxury brand Dior during
the fiscal year ending in December 2021 was 6.61 billion euros (Research Department of
Statista, 2022). The yearly total sales of Dior cosmetics and perfumes increased steadily
from December 2017 to December 2019 (Research Department of Statista, 2022). As of
December 2020, the United States contributed 24% of the company's sales (Statista
Research Department, 2021).

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Christian Dior's revenue share by geographic zone of delivery in 2020 (Source: Statista,
2022)

3. Suppliers

The corporation controls every aspect of its value chain, including production and distribution
(Roberta, 2021). The Supply Chain comprises a wide range of abilities, from conception to
completion, and must interact with all departments involved in the product development
process (LVMH, 2013). According to LVMH (2013), the Supply Chain has substantial
obligations for ensuring that manufacturing processes have a good social effect and a low
carbon footprint. Sephora is the country's largest fragrance chain by volume — though
another, Marie-Jeanne Godard, has more locations — and has proven to be one of the most
inventive beauty businesses in the world (Raper and Weil, 1997). Because it is responsible
for ensuring that items are dispatched and accessible, an effective supply chain is crucial in
creating an exceptional customer experience (LVMH, 2013). In September 2014, Sephora
opened a new high-tech logistics platform in Maryland to oversee delivery to the whole East
Coast of the United States in order to meet the rising demand for its online shop, which is
one of LVMH's suppliers and was bought by the company in 1997 (Raper and Weil, 1997)
(LVMH, 2013).

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 4. Marketing Intermediaries

LVMH is in a strong position to establish long-term brand recall and a strong word-of-mouth
strategy (Yu, 2021). LVMH invests substantially in its brands, including research and
development, creative teams, and art projects, in order to support organic long-term growth
(Roberta, 2021). This also positions LVMH at the forefront of "the new" and serves as its
own global talent search (Roberta, 2021). For example, it launched creative brands like
Fenty by Rihanna and established the prestigious LVMH Prize for identifying emerging
designers, which this year went to Grace Wales Bonner and Simon Jacquemus (Roberta,
2021).

5. Competitors

In this part, we'll look at Christian Dior's biggest competitors: Gucci, Chanel, and Burberry.

Gucci originated in 1921 as a leather products manufacturer in Florence, Italy, and has since
evolved to become one of the world's most recognisable luxury brands (Sabanoglu, 2021).
Gucci's designs are diverse, contemporary, and romantic, and they reflect the peak of quality
and design in Italian workmanship (Gucci, n.d). Leather goods, shoes, ready-to-wear
clothing, watches, and jewellery are among Gucci's most popular items, but they also sell
fragrances and home furnishings (Sabonoglu, 2022). Gucci has 97 stores in the United
States, mostly in North America, according to Sabanoglu (2022). According to Adwired
figures, the Italian luxury brand Gucci was valued at 15.48 billion euros on January 1, 2022.
(as referenced in Statista Research Department, 2022).

Chanel's first hat business, which opened in 1910 and attracted customers from all over
Paris, was the foundation of her legacy (Chanel, n.d). Wearing pearls and diamonds casually
with traditional perfumes has become a signature style (Chanel, n.d). That of a trailblazing
woman whose lifestyle and different characteristics influenced the House's ideals, and who
inspires all women (Chanel, n.d). According to 39 per cent of respondents, Chanel is
extremely wanted in the United States in 2018 (Kunst, 2020). Chanel's global brand worth
was 13.2 billion dollars in 2021, a slight reduction from the prior year due to the pandemic's
effect (Sabanoglu, 2022).

Thomas Burberry founded Burberry in 1856 in Basingstoke, England. Initially, the firm
concentrated on producing high-quality outdoor apparel that would protect individuals from

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 the harsh British climate (Sabanoglu, 2021). In 2018, 28.26 per cent of respondents from
households with an average monthly net income of 9,000 to 10,000 dollars said they
possessed Burberry clothing or accessories (Kunst, 2022). Burberry's retail channel
produced roughly 1.91 billion GBP in worldwide revenue in 2021. (Sabanoglu, 2022).
Burberry was the ninth most valuable luxury brand in the world in 2021, with a brand worth of
around 3.9 billion dollars (Sabanoglu, 2021).

6. Competitive analysis

Christian Dior Gucci Chanel Burberry

Mission statement Protect and On a global To be the To push

develop the scale, become Superior House of boundaries and
Maison's legacy the top in the Luxury, defining create new
while continuing luxury sector elegance and opportunities for
to rely on it for (Comparably, creating desire on the remaining
inspiration and n.d). a constant basis workforce, clients,
pride (Bertrand, (Farfan, 2018). and communities,
2021). unleash the force
of creativity
(Burberry, n.d).

Product offerings Selective Shoes, Ready-to-wear, Clothing, leather

Retailing, Haute accessories, leather goods, goods,
Couture, Wines ready-to-wear fashion accessories,
and Spirits, clothing, accessories, perfumes, and
Fashion and watches, and eyewear, beauty products
Leather Goods, jewellery are just perfumes, are all examples
Perfumes and a few of the cosmetics, of high-end items
Cosmetics, items available skincare, (Burberry, n.d).
Watches and (Sabanoglu, jewellery, and
Jewellery 2022). watches are just
(Reuters, 2022). some of the
products
available.
(Statista

13
 Research
Department,
2022).

Price range $2,300 - $4,800 $2,400 - $4,200 $2,300 - $4,800 $2,300 - $4,800
(Estimating)

Marketing Sephora Sephora Sephora Sephora

intermediaries

Revenue share in 24% in 2020 27% in 2021 13% in 2020* 21% in 2021
the U.S. (Statista (Sabanoglu, (Halo, 2021). (Statista, 2021).
Research 2022).
Department,
2021).

Key demographics Men and women Men and women Men and women Men and women
with a high with a high with a high with a high
income or who income or who income or who income or who
belong to a high belong to a high belong to a high belong to a high
social status. social status. social status. social status.

Brand associations Luxurious, Luxurious, Luxurious, Classic British,

glamour, contemporary, simplicity, exclusive,
prestige, timeless, elegance. luxurious.
feminism, eclectic,
sophistication romantic, and
and originality. influential.

*: Chanel's tactics solely involve the revenue from three regions: Europe, America, and Asia-
Pacific.

7. Perceptual map

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 High MIV

High
Low
Sustainabili
Sustainability
ty

Low MIV

Created by author

Because it harnessed the full power of celebrities and embraced technology in both fashion
and sports equipment, Christian Dior rated first in the United States with a Media Impact
Value of $94.6 million (Launchmetrics, 2021; As referenced in Driver, 2021). Dream in Green
is a sustainability initiative created by this luxury business to preserve environment, halt
climate change, and ensure the commitments of its workers and partners (Dior
Sustainability, n.d). However, the female-to-male workforce ratio is unbalanced (Statista
Research Development, 2021), and Dior continues to utilise animal-based components
(Salinas, 2021).

Following a brief spell at the top of the ranking in the first quarter, Gucci slid to second
position in the United States with a MIV of $85 million (Launchmetrics, 2021; As cited in
Driver, 2021). Gucci has set a science-based objective for reducing carbon emissions from
its operations and supply chain, and it is on track to meet it (Rauturier, 2021). Gucci, on the
other hand, does not make its living wage information public (Rauturier, 2021).

Chanel came in third position in MIV and has set a specific aim of decreasing emissions of
greenhouse gases from its operations by half by 2030 (Rauturier, 2022). It does not,
however, use environmentally friendly goods, and there is no evidence that the corporation
has taken any substantial attempts to reduce or eliminate hazardous chemicals or establish

15
water conservation programmes (Rauturier, 2022).

Since 2019, all of Burberry's events, including runway shows and conferences, have been
certified environmentally benign, and the company has successfully reduced its market-
based emissions by 92 per cent since 2016 (Sustainable Brands Staff, 2021). Bonus
payments were given to 78.7% of female workers and 76.3 per cent of male workers. Since
2018, this represents a 0.2% and 2.1% growth, respectively (Pratt, 2020).

The four businesses' major goal is to demonstrate their social responsibility to the public
through sustainability. Gucci stands out when it comes to making a positive environmental
effect, such as decreasing chromium and other dangerous substances in its leather tanning
operations (Rauturier, 2021). Four businesses adopt policies to support female employees
and young teenagers. However, all four firms continue to make luxury items with leather,
exotic animal skins, and other materials, therefore chemical waste does not qualify as one of
their pledges.

8. Customers

Clothing and footwear sales are without a doubt the undisputed leader in terms of the
number of firms in the top 100 luxury goods industries (Naumova, Bilan, and Naumova,
2019). Changes in the luxury goods sector are mostly influenced by demographic shifts
(Naumova, Bilan, and Naumova, 2019). When compared to Asian and Arab nations,
American consumers stand out for their strong individuality (91 points), competitiveness, and
wide awareness of luxury brands (Naumova, Bilan, and Naumova, 2019). According to the
most recent consumer study statistics from Klarna (as stated in Pastore, 2022), 84% of
luxury customers would find it beneficial to pay for high-end things over time without interest
or additional expense. Sustainability is becoming a major consideration in the procurement
of high-end goods (Klarna, 2022; As cited in Pastore, 2022).

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Luxury Fashion revenue in the U.S. (Source: Statista, 2022)

For rich Americans, public acknowledgement and praise for their remarkable successes in
their jobs and enterprises are extremely important, as are the reactions of their followers on
social media to their purchasing of expensive products (Naumova, Bilan, and Naumova,
2019). Consumers may send a visual statement of participation in a higher-status group by
purchasing luxury goods, according to luxury literature (Ciorena, Dorel, Bacila, and Drule,
2011). Quality materials (64%), brand name (52%), and longevity were determined to be the
most important factors in luxury purchases (50 per cent). Authenticity was also crucial to
nearly half of the respondents, with exclusivity noted by 39% (Klarna, 2022; As cited in
Pastore, 2022).

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Luxury Fashion Sales Channels in the U.S. (Source: Statista, 2022)

9. Public

As previously said, Dior has the highest MIV, thus it concentrates on advertising itself to
audiences via social media platforms like Facebook, Instagram, YouTube, and Twitter. It
also uses both digital and traditional billboards to market its services. For example, the most
recent worldwide campaign "Dior Addict Lipstick," which features three Dior global
ambassadors - Jisoo, Anna Taylor-Joy, and Sharon Alexie - was widely publicised.

Digital billboards for “Dior Addict Lipstick” campaign with Global Ambassador Jisoo Kim in
Korea (Source: jisoovibe_chu, 2022; as cited in Jisoonly - BlackPink Jisoo Vietnam
Fanpage, 2022)

V. SWOT Analysis

Strengths - Dior is also incredibly popular in the United States, coming in

second in 62 per cent of states, with Florida, Massachusetts,
New York, and Pennsylvania leading the way (Schnitzer, 2022).
- Skincare, jewellery, clothes, cosmetics, furnishings, and other
broad categories
- LVMH, the world's most powerful luxury conglomerate.

18
 - Media influence is high.
- One of Dior's supply chains is Sephora, which has been
recognised as one of the world's most inventive beauty boutiques
(Raper and Weil, 1997).
- Dior has established itself as one of the most forward-thinking
luxury companies in terms of digital marketing (Maguire, 2021).
- The firm is also increasing its efforts in organic growing,
gradually embracing regenerative farming practises and
collaborations pledges in the sustainability projects "Beauty As A
Legacy" and "Dream In Green" (Tipnis, 2021).

Weaknesses - Animal materials, such as fur and skin, are still used.
- Men and women in managerial roles have an unequal ratio.
- Has not established a target for supply chain sustainability
criteria (Rauturier, 2021).

Opportunities - Fashion that is environmentally friendly.

- Shopping on the internet.
- As the fashion industry adopted virtual worlds, a new focus on
digital clothes and avatars emerged, concepts that were
previously regarded as more ancillary to huge luxury
corporations (McDowell, 2021).

Threats - Strong competitors.

- The United States' laws and rules prevent brands from making
pledges to sustainability.
- For concerns of sustainability, a public boycott has been
implemented.

VI. Recommended strategies

1. Create and use alternative materials

As previously stated, Dior's goods are still made from animal-based components.
Furthermore, the public is dissatisfied with the absence of specific environmental
responsibility in Dior’s statements and reports. Despite the fact that Dior follows its own

19
Restricted Compounds List, there is no evidence that the company has taken major
measures to eliminate dangerous substances (Rauturier, 2021).

Gucci's genderless collections this year and the previous year contained products
manufactured from ECONYL, organic cotton, recyclable steel, and regenerated polyamide,
among other materials (Rauturier, 2021). As a result, alternative materials should be used to
promote sustainability and reduce public outrage.

2. Equal opportunities for women

Instead of merely offering female employees positions of craftmanship or production, the

disproportionate number of men and women in Dior's managerial roles can be alleviated by
fostering equal competencies amongst male and female colleagues. Maria Grazia Chiuri,
Dior's first female creative director, has created waves with her feminist mission (Diderich,
2017). It was once a blizzard, but with rising sales of simple T-shirts with the slogan "We
Should All Be Feminist" or reborn saddle handbags, turning a Lady Dior handbag into a
must-have item, or bringing tie-dyeing to couture dyeing, among other things, what she was
achieving and continuing to contribute to Dior's success under her reign is undeniable and
remarkable (New York Times, n.d; As cited in Blue, 2019).

3. Fashion-tech

Dior partnered with D-air labs on its tech-bar suit concepts, which were showcased during
the Autumn/Winter 21/22 fashion show (Dior, 2022). Dior also manufactured their tech-gym
equipment due to the epidemic. Artificial intelligence will change how companies approach
product development and design, with an emphasis on forecasting what customers will want
to wear next (Research Briefs, 2022). Dior can grow its fashion orientation into AI to innovate
the brand and the whole luxury fashion sector since its virtual fashion show in Athens in
2021.

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VII. References

Achille, A. and Zipser, D., 2020. A perspective for the luxury-goods industry during—and
after—coronavirus. [online] McKinsey & Company. Available at:
<https://www.mckinsey.com/industries/retail/our-insights/a-perspective-for-the-luxury-goods-
industry-during-and-after-coronavirus> [Accessed 26 April 2022].

Andersen, I., 2021. Making peace with people. [online] Wedocs.unep.org. Available at:
<https://wedocs.unep.org/bitstream/handle/20.500.11822/37946/UNEP_AR2021.pdf>
[Accessed 26 April 2022].

Bertrand, D., 2021. Dream in Dior’: Crafting the future with agility. [online] Linkedin.com.
Available at: <https://www.linkedin.com/pulse/dream-dior-crafting-future-agility-damien-
bertrand/> [Accessed 26 April 2022].

Bhasin, H., 2019. Marketing Mix of Dior - Dior Marketing Mix. [online] Marketing91. Available
at: <https://www.marketing91.com/marketing-mix-dior/> [Accessed 26 April 2022].

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