During a recent interview, Dior CEO Pietro Beccari delved into various aspects of the brand’s strategy and future plans, showcasing his crucial role in maintaining the brand’s desirability and success as one of the most prestigious and iconic fashion houses in the world.
When discussing the importance of couture for Dior, Beccari emphasized how it serves as the foundation for the brand. He explained that couture allows Dior to showcase its savoir-faire and tradition, elements that are essential to its image. However, he also acknowledged the need to find a balance between tradition and modernity, a task that both he and the creative director strive to achieve.
Beccari also shared details about the construction of a new world headquarters on the Champs-Elysees, set to open in 2023. This new building will not only bring all Dior employees together but also create a unified company culture, fostering collaboration and innovation.
One notable aspect of Dior’s recent strategy is the proliferation of pop-up stores. Beccari highlighted his belief in surprising customers with unique and unexpected experiences that differ from their usual interactions with the brand. Dior has opened pop-up stores in popular vacation destinations such as Mykonos and Bordeaux, allowing them to offer fresh and exciting experiences for customers.
In terms of digital sales, Beccari recognized that Dior is still relatively new to e-commerce compared to competitors like Gucci and Hermes. However, he emphasized the brand’s belief in the power of brick-and-mortar stores and human contact. Dior values its physical stores and sees in-person interactions as crucial for building strong relationships with customers.
Looking ahead, Beccari mentioned potential growth areas for Dior, including the upcoming Dior Alps capsule collection, set to be showcased in September. He also hinted at the possibility of a special project in the future, mentioning that while a Dior Hotel might not be in the works, something unique and exciting could be on the horizon.
When discussing his objectives as CEO, Beccari emphasized the importance of increasing the visibility and desirability of the brand. He explained that desirability directly impacts future sales and that long-term success is a priority for Dior. Regarding collaborations, Beccari expressed his support for giving designers the freedom to pursue their creative visions. He praised Kim Jones’ collaborations, particularly with music artist Travis Scott, as unique and enriching for both Dior and the collaborators involved.
In closing, Beccari shared his personal interest in architecture and interior design, revealing that if he hadn’t become the CEO of Dior, he might have pursued a career in those fields. With his comprehensive vision and dedication to elevating the brand, Pietro Beccari continues to drive Dior’s success and maintain its position as a leader in the fashion industry.
Useful Links:
1. For more information on Dior’s current collections and updates, visit their official website: https://www.dior.com.
2. To stay updated on the latest Dior news and trends, follow their official Instagram page: https://www.instagram.com/dior/.
