requests the pleasure of the company of

THE EUROPEAN LUXURY ACCESSORIES MARKET:

A CASE STUDY OF CHRISTIAN DIOR HANDBAGS

This invitation in strictly non-transferable and will be required for access

Julia Jasper
Marketing Fashion (15 credits)
BA Fashion Communication
Condé Nast College of Fashion Communication
Word count: 1641
Submitted: 28 February 2019
Christian Dior Lady Dior Handbag. Image: Dior, 2019
1
 “
THE DIOR SADDLE BAG:
OFFICIALLY 2018’S MOST
POPULAR HANDBAG

GLAMOUR, 2018

Dior Saddle Bag. Image: Dior, 2019

2
 CONTENTS

INTRODUCTION AND MARKET SECTOR OVERVIEW

1.0 Market Introduction and Key Trends ............................................................................5

1.1 PESTEL Analysis ...........................................................................................................6

1.2 Luxury Accessories, Product Categories and Brands within the Industry ....................8

2 CHRISTIAN DIOR CASE STUDY

2.0 Christian Dior Introduction ..........................................................................................10

2.1 Christian Dior Timeline ................................................................................................12

2.2 Christian Dior Brand Identity Onion ............................................................................14

2.3 Christian Dior SWOT Analysis.......................................................................................17

2.4 Christian Dior SWOT Analysis and Brand Onion Evaluation ........................................18

2.5 Christian Dior Product Categories and Pricing Pyramid …………................................20

3 MARKETING MIX AND STRATEGY

3.0 The Marketing Mix: Product ........................................................................................22

3.1 The Marketing Mix: Price …………………………………………………………………...26

3.2 The Marketing Mix: Place …………………………………………….……………………..28

3.3 The Marketing Mix: Promotion ………………………………………………………….….30

3.4 The Marketing Mix: People, Process and Physical Evidence ……………………………32

3.5 The Marketing Mix Analysis …………………………………………………………………35

3.6 Added Value ……………………………………………………………….…………………35

3.7 Competitors analysis ………………………………………………………………………...36

4 CONCLUSION

4.0 Conclusion and Recommendations .............................................................................39

5 REFERENCING

5.0 Referencing …………...................................................................................................40

3
 Include:
- Selected geographical region
- Key market trends
- Primary Observational Research
- What is happening currently in the market

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Dior Haute Couture SS19. Image: S Magazine, 2019

4
 1.0
The European Luxury Accessories Market:
INTRODUCTION, MARKET OVERVIEW AND TRENDS

INTRODUCTION
This report will look at the luxury accessories market in Europe and present a case study of Christian
Dior handbags. The report will start with a market sector overview and outline key trends, followed
by a presentation of product categories within the luxury accessories market.

The Christian Dior case study aims to investigate Christian Dior’s brand identity, pricing, market
position in relation to other brands, marketing strategies and lastly identify opportunities to
maximise success.

LUXURY ACCESSORIES IN EUROPE:

MARKET OVERVIEW AND TRENDS
A potential change in the economic cycle is
causing concern among industry leaders within
the luxury accessories market. In contrast to
a period of growth and rising costs, the focus
for 2019 and at least the medium term, will be
towards being able to adapt quickly and boosting
productivity (Business of Fashion, 2018).
“Fashion players
cannot rest on
Business of Fashion’s report The State of
Fashion 2019 predicts that growth within the

their laurels as the

fashion sector 2019 in general will soften slightly
down to about 3.5-4.5% (4-5% of growth 2018
across all price points, product categories and
geographies).
market continues
to be characterised
Mordor Intelligence (2018) looks at the global
fashion accessories market and predicts a grow

by radical shifts in
“at the rate of 6.5% between 2018 to 2023”.
North America and Europe are driving the
fashion accessories market growth (Consultancy
Europe, 2018).
the global economy,
consumer behaviour
Online shopping is expected to continue to drive
market growth (Business Wire, 2018). However,
a new retail trend taking place at the same time
is in-store experiences (JWT Intelligence, 2018).
Millennials value experiences (Morgan, 2019) and and the fashion
system itself.”
in an attempt to stand out in a highly competitive
environment, luxury brands offer a variation of
in-store experiences: product customisation, VR-
experiences and state-of-the-art interior design
and many others. AMED AND BERG, 2018
(Business of Fashion)
Another trend developing within the luxury
accessories market is new forms of product
ownership. Due to an increased enthusiasm
from consumers for more choices, sustainability
and reasonable pricing, new forms of product
ownership such as buying and selling of pre-
owned handbags, refurbishments, and repairs
and rental, companies are all expected to
continue expanding (Magrath, 2018).

5

The European Luxury Accessories Market:
PESTEL analysis looking at the key macro-environmental factors impacting the luxury accessories market in Europe. Conducted through primary
research by store visits in London (8th and 10th Jan, 1st, 2nd, 7th and 13th Feb 2019) to Selfridge’s, Harrods, Browns, Dover Street Market, Dolce
& Gabbana, Christian Dior, Saint Laurent, Gucci, Burberry, Jimmy Choo, Club Monaco, Hugo Boss, Chanel, Hermes, Anya Hindmarch and Louis
Vuitton, as well as secondary research which is referenced in analysis.
POLITICAL
A potential change in the economic cycle and
market stability is causing a lot of concern
amongst industry leaders. Most recently,
luxury fashion brand Burberry announced
they fear “losing tens of millions of pounds
in extra tariff costs if the UK crashes out of
the EU without a deal” (Belfast Telegraph,
2019).
Fashion photographer Nick Knight says
in an interview with Evening Standard:
“The overwhelming evidence and general
agreement on all sides now is that this
country and its communities will be
considerably worse off both economically
and culturally if we leave the EU” (Tobin,
2018).
JWT Intelligence’s report Future 100 (2018)
highlights the new voices from “Xennials”
(older millennials and younger generation
Xers), becoming progressively influential in
culture, consumption and politics”.
Image: Vogue Business Instagram
Screenshot, captured 15th Feb 2019.
The government has suggested a £30,000
salary threshold for foreign fashion workers
to be approved a visa post-Brexit (Vogue
Business, 2019).
6
1.1
PESTEL ANALYSIS
ECONOMIC
BoF’s The State of Fashion 2019 (2018)
suggests that after a relatively strong year in
2018 (4-5% of growth across all price points
from discount to luxury, across all product
categories and geographies), BoF predicts
growth will soften slightly down to about
3.5-4.5% (not taking any big events into
account). The report also predicts that the
luxury market and the value discount market
will grow the most.
A change in power is predicted in the next
5 years, as emerging-market cities (such as
Beijing, Shanghai and Moscow) steadily
grows and accounts for more and more
women’s apparel sales (McKinsey, 2018).
Brexit could result in changes in consumer
spending, resulting in less growth: Chinese
customers are dominating the positive
growth trend around the world - Brexit
might impact their spending pattern in
Europe (Bain & Company, 2018).
The fashion industry is pumping out new
collections faster than customers can
consume them. Seasonal trends are slowly
vanishing with the constant demand for
new collections as well as increased sales
throughout the year (Magrath, 2018).
Vogue Runway reportedly charges brands
to be displayed on their website and app
with photos from collections (Hargrove,
2019). This might have a negative impact
on emerging brands with small budgets,
resulting in difficulties being discovered.
India is a hot topic and is growing increasingly
popular as a destination for the fashion
industry, demonstrating a quickly increasing
middle-class and robust manufacturing
system (Business of Fashion, 2018).
Luxury fashion brands start to invest in a
new sector: Travel. We’ve seen Armani,
Bulgari and Versace investing in this sector
and most recently, LVMH acquired Belmond
(Powell, 2019). This can be an up and coming
industry for fashion brands to invest in.
SOCIAL
Social shopping trend: Anywhere consumers
socialise, they can also purchase. Consumers
more often use social media for inspiration
and many platforms have started adapting
themselves to become “social commerce”
shopping destinations (Magrath, 2018).
Stores are becoming more than just a
space to promote products. Luxury stores
are developed to offer customers a unique
experience (Conducted through primary
research by store visits in London 8th Jan
2019 to Burberry, Anya Hindmarch, Dior and
Selfridge’s). For example, Anya Hindmarch
offers a “build your bag” service at their
London store. Burberry recently re-opened
their flagship store in London and offers
both state-of-the-art interior design as well
as in-store product customisation.
Now is the time to use our style and voice to
make a statement about the issues that are
important to us. Generation Z and Millennial
care about brand values and sustainability
and their shopping pattern will reflect
their beliefs (Bain & Company, 2018). As a
result, brands may need to become more
transparent.
Veganism and cruelty-free products are
rising in demand (Chiorando, 2018) and
luxury brands are put under more pressure
to respond to this new luxury accessories
customer.
Rihanna most recently announced she has
teamed up with LVMH to launch her own
clothing brand. With the previous success
from her make up brand, celebrating
diversity and inclusivity, the same values are
predicted for her clothing line. This might
put pressure on other brands to become
more diverse and inclusive (Cook, 2019).
Karl Lagerfeld, creative director of Chanel,
Fendi and his own brand Karl Lagerfeld, dies
aged 85 in Paris (Wilson, 2019). Lagerfeld
helped shape the luxury fashion industry for
over five decades.
 TECHNOLOGY
Digital personalisation is forecasted to be
an important element for the future. As
most things are available on smartphones, a
personal touch is missed in that experience.
For that reason, personalisation will be
essential for a successful digital experience
(The Walpole, 2017).
Being a devoted fan can pay off, with
brands introducing under-the-radar apps
to communicate with their top customers.
This benefits the brands as they receive
data on their most valuable customers, and
the customer will feel special to have been
chosen as a top client (Chitrakorn, 2018).
An increasing number of luxury fashion
brands are stepping into the technology
market - most recently Louis Vuitton
with their wireless earphones ‘Horizon’
(Kapfunde, 2019). Collaborations between
luxury brands and tech companies could
potentially be an up and coming trend within
the luxury accessories market.
Fashion shows are receiving an increased
amount of exposure on social media. In order
to stand out, brands spend a lot of money to
make sure their shows are memorable and
innovative. Technology plays a big role and
enables innovative ideas and concepts (De
Jong, 2018).
ENVIRONMENTAL
End of ownership? Due to an increased
enthusiasm from consumers for more
choices, sustainability and reasonable
pricing, new trends of product ownership
have developed within the fashion industry –
pre-owned, refurbishment, repairs and rental
companies are all expected to continue to
expand (Magrath, 2018).
In July 2018 it was revealed that Burberry
burned unsold stock worth approximately
£28m in an attempt to protect the brand
from devalue. The brand has since then
announced that they won’t continue this
process. Hopefully this will set an example
and encourage other luxury brands to
consider sustainability before making
decisions related to unsold stock (BBC,
2018).
Vegan fashion a trend? Vogue Australia
(2018) listed Vegan Fashion as one of the top
trends to invest in 2018. As the vegan diet
has become increasingly popular (Petter,
2019), the demand for vegan luxury is still
growing.
An increased number of brands ban furs and
exotic leather from their product portfolios.
Most recently, Victoria Beckham announced
that she bans all exotic skins from her brand
(Lanigan, 2019).
LEGAL
Brexit: Laws and regulations changing due
to Brexit (Belfast Telegraph, 2019).
Copyright Laws: Fakes are so good that even
a genuine luxury seller sometimes can’t spot
the difference (Magrath, 2018). This suggests
that brands will have to continue working
hard to protect their brand reputation and
exclusivity.
Shoplifting career: Luxury fashion companies
are losing millions of pounds each year due
to shoplifters (Seares, 2018).
Health and Safety laws: Under what
circumstances are luxury accessories
produced? More transparency and honesty
is being requested from consumers and
luxury accessories brands have to respond
to this request (Baksin, 2019).
GDPR - The General Data Protection
Regulation have had an impact on fashion
brands as data capturing is essential in
order for luxury fashion brands to make
business decisions. Failure to follow the
new regulation will result in a fine of 20
million Euros or 4% of global revenues. It
is therefore extremely important that these
regulations are followed (Adegeest, 2018).

EXPLANATION AND ANALYSIS OF MACRO-ENVIRONMENTAL FACTORS AFFECTING THE LUXURY ACCESSORIES MARKET IN EUROPE

Politically, UK and Brexit are the main topics discussed in every business sector. For the luxury accessories market, UK might experience difficulties
employing international workers post-Brexit, due to a suggested £30,000 salary threshold from the government. Overall the luxury accessories
market is experiencing a great concern, what impact will Brexit will have on their brands and how quickly can they respond?

Financially, Brexit is again, the main topic being discussed all-over Europe. With Brexit comes a risk of a slower consumer spending behaviour,.
However, nobody knows exactly what financial impact Brexit will have on the luxury accessories market.

Socially, digital marketing continues to expand. It gets easier to shop luxury accessories on various platforms and apps online. Millennials are
all about experiences: Luxury fashion brands invest a lot of money in their physical stores, making sure they stand out and that every customer
leaves with a memory.

Technology and digital personalisation is more important than ever. Customer data is the core tool to drive growth for luxury brands. Luxury
accessories brands therefore continue to spend generous amounts on data analytics software.

Sustainability is important for customers and brands are adopting. An increased number of luxury accessories brands in Europe have gone fur-
free as well as banned exotic skins from their product portfolio. Veganism is still growing in the food industry, and a new luxury customer is slowly
taking form, looking for vegan luxury fashion.

Legally, counterfeits causes big financial losses in the luxury accessories market. Customers choosing to buy a counterfeit item do not only
contribute towards financial losses in the luxury accessories market, they also put the reputation and exclusivity of luxury fashion accessories
brands at risk.

Paris aims to be “The sustainable fashion capital of the world” by 2024 (Klerk, 2019). Image: Wladyslaw, 2010.

7
 1.2
The European Luxury Accessories Market:
PRODUCT CATEGORIES AND BRANDS

“According to Forbes report

The World’s Largest Public
Companies, Christian Dior
remains the planet’s largest
retailer focused on clothing,
shoes and accessories”.

(FORBES, 2019)

Image: Dior, 2019.

8
 Table looking at luxury brands within luxury accessories. Put
together through primary research conducted Jan 10th 2019,
by store visits in London to Dior, Chanel, Louis Vuitton, Hermes
and Burberry. Also conducted by Interbrand’s report Best Global
Brands 2018 Rankings (2018).

Table looking at different product categories within the luxury

accessories market. Put together through primary research
conducted Jan 14th 2019, by store visits in London to Harrods,
Selfridge’s and Browns.

JEWELLERY SHOES HANDBAGS SMALL LEATHER GOODS

Necklaces Pumps Shoulder Bags Card holders

Bracelets Sandals Satchels Wallets
Rings Slides Totes Purses
Brooches Flat Shoes Clutches Key-chains
Cuff-links Sling-back Shoes Evening Bags Key-holders
Tie Clip Sneakers Mini & Macro Bags Coin Purses
Belly Chain Espadrilles Backpacks Passport Holders
Ear Cuffs Over-the-knee Boots Briefcases Travel Wallets
Stud Earrings Ankle Boots Monogram Bags iPhone Cases
Hoop Earrings Knee-high Boots Cross Body Bags iPad Cases
Drop Earrings Cowboy Boots Top Handles
Dangle Earrings Flip Flops Exotic Leather Bags
Barbell Earrings Platform Shoes Saddle Bags ACCESSORIES
Clip-on Earrings Wedges Camera Cases
Belt Bags
Scarves
Luggage
Sunglasses
Holdall Bags
Hats
Bowling Bags
Belts
Brand Signature Bag
Gloves
Straw Bag
Socks and Tights
Shoulder Straps

9
 2.0
CHRISTIAN DIOR INTRODUCTION

Christian Dior is a French luxury fashion house, founded in Paris

1946 by Christian Dior (Palmer, 2009). The brand offers a wide
selection of products, including haute couture, women’s and
men’s ready-to-wear, accessories and leather goods, perfume,
beauty and makeup (Dior, 2019).

Christian Dior is available world-wide, with boutiques operating

in over 35 markets, and a website shipping to most countries
(Craft, 2019). The majority of Christian Dior’s customers are
based in three main geographic locations: Asia (35%), Europe
(29%) and United States (25%) (Craft, 2019).

The brand is known for creating elegant, feminine and classic

haute couture and ready-to-wear collections, as well as
handbags of the highest quality (Dior, 2019).

Christian Dior’s target customer are women between their

early 20s to late 40s. The Christian Dior customer is wealthy,
lives in a big city, loves travelling and has a high social status
(Conclusion conducted through primary research by store
visits to Christian Dior’s boutiques across London 7th and 10th
of January 2019, and by analysing Christian Dior’s promotional
strategies).

Lady Dior Lambskin Bag. Image: Dior, 2019

10
 “Dior is that nimble
genius unique to our age
with the magical name -
combining God and gold
{dieu et or}.”
JEAN COCTEAU

11
 2.1
CHRISTIAN DIOR TIMELINE

Once upon a time...

Christian Dior’s “The
Christian Dior becomes a
New Look” was
pattern cutter for Robert
born (Palmer, 2009)
Piguet (Palmer, 2009)
Image: Harper’s
Image: Another Mag, 2019
Bazaar, 2015

1938 1947

1905 1946 1957

Christian Dior is Christian Dior opens Christian Dior dies

born (Sinclair, 2012) his Dior Mansion at 30 (Sinclair, 2012)
Image: Catwalk Avenue Montaigne, Paris Image: Business of
yourself, 2019 (Palmer, 2009) Image: Fashion, 2015
French Vogue, 1948

Drawing illustrating one of the three wedding dresses Maria Grazia Chiuri at Dior designed for influencer Chiara Ferragni’s wedding last year. The
dress features whimsical embroidery illustrating lyrics and symbols of special meanings to the wedding couple (Vogue, 2018). Image: Carre, 2018.

12
 Opening of
The Dior Saddle
Christian Dior’s first
Baby Dior is Bag is reintroduced
museum,Normandy
introduced (Bloomberg, 2018)
(Palmer, 2009)
(Palmer, 2009) Image: L’Officiel,
Image: Dior, 2019
Image: Dior, 2019 2018

1967 1995 2018

v
1995 2016

Launch of the Lady Dior Maria Grazia Chiuri

bag (Palmer, 2009) becomes Creative
Image: Marie Claire, 2017 Director at Dior
(Bloomberg, 2018)
Image: WWD, 2017

13
 2.2
CHRISTIAN DIOR BRAND IDENTITY ONION

PERSONALITY

Elegant Traditional

CORE VALUES

Signs and History and

Superstition Heritage

BRAND ESSENCE
Dreamer Confident

Female
Craftsmanship
Empowerment

Sophisticated Distinctive

Revolutionary

Brand Identity Onion (Posner, 2015) for Christian Dior, presenting an overview of the
brand and what strategic actions they are taking. Conducted through primary research
by store visits to Christian Dior’s flagship store in London 8th and 10th Jan 2019.

BRAND IN ACTION

Maria Grazia Chiuri has a committed
loyalty to feminism. The Dior SS17,
SS18 and AW19 collection all promoted
female empowerment (Dior, 2019).
Maria Grazia Chiuri has, since being
appointed the Creative Director for
Female Christian Dior in 2016, designed
Empowerment numerous slogan t-shirts with messages
promoting women’s rights (Dior, 2019).

The Christian Dior exhibition “Designer
of Dreams” reinforces the history and
heritage of “one of the 20th century’s
most influential couturiers” (V&A, 2019).
Maria Grazia Chiuri strengthened the
history and heritage of Christian Dior by
History and reintroducing the “Toile de Jouy” print
Heritage in Dior’s 2019 Cruise Collection (Dior,
2019).

Christian Dior is a member of the Chiara Ferragni’s wedding gown

Chambre syndicale de la haute couture designed by Maria Grazia Chiuri in
(FHCM Paris, 2019). Haute couture 2018, showed exquisite craftsmanship
Craftsmanship
creations requires craftsmanship of the and required over 600,000 hours of work
highest level. (Vogue, 2018).

(Windsor, 2019) describes Dior’s SS19
Haute Couture collection Dream Parade
as a transportation to a “surrealist
fantasy”.
The Christian Dior “Rose des vents”
collection has taken inspiration from
Signs and Christian Dior’s highly superstitious
Superstition nature and his passion for astrology
(Dior, 2019).

14
 “We have to speak about
femininity, but what does that mean
today? I try to speak about women
now, and for the future. Dior has to
be about female empowerment.”

- MARIA GRAZIA CHIURI, 2017

Maria Grazia Chiuri’s first collection for

Christian Dior (SS17) promoted female
empowerment. Image: Virgile, 2017.

Christian Dior’s AW19/20 collection promoted Christian Dior’s AW19/20 collection promoted
female empowerment. Image: Dior, 2019. female empowerment. Image: Dior, 2019.

15
 “In Dior’s atelier, teams
of leather craftsmen
hand-stitch and assemble
each bag one by one.”

(FARRA, 2018)

Video Marketing: To give customers an idea of the careful process of creating the Dior Saddle Bag,
Christian Dior shared a video exclusively with Vogue, showing the process from start to finish (Farra, 2018).

All images on this page: British Vogue, 2019

16
 2.3
CHRISTIAN DIOR BRAND SWOT ANALYSIS
SWOT analysis for Christian Dior, investigating key external and internal factors
within the brand (Posner, 2015). Compiled through primary research by store
visits (referenced in analysis), and secondary research (referenced in analysis).
STRENGTHS
- Strong branding and reputation worldwide (Luxe Digital, 2019).
- Part of French multinational luxury goods conglomerate LVMH
(LVMH, 2019).
- Wide product ranges including all lifestyle product lines (Conclusion
conducted through primary research by visiting Christian Dior’s
flagship store and Christian Dior at Selfridge’s in London 10th Jan
2019 and by secondary research at Dior.com).
- Classified as a “haute couturier” by Fédération de la Haute Couture
(FHCM Paris, 2019).
- High social media presence, named Instagram’s most “buzzed-
about” brand 2017 (Business of Fashion, 2017).
- Skilled craftspeople (Dior, 2019).
- Great economic position (Fashionista, 2019).
- Strong employee satisfaction: Included in Forbes “World’s best
employers” 2018 (Forbes, 2018).
- Creative Director Maria Grazia Chiuri has a committed loyalty to
feminism (see Christian Dior Brand Identity Onion).
OPPORTUNITIES
Conclusions conducted through primary research by a retail safari
in London to Christian Dior Dior and competitor brands such as
Chanel, Louis Vuitton and Burberry on 8th and 10th Jan 2019,
1st, 2nd, 7th and 13th Feb 2019. Conclusions also conducted by
analysing Strengths, Weaknesses and Threats, as well as secondary
research online: Dior.com, Luxedigital.com, LVMH.com, FHCM.com
and Businessoffashion.com.
- Prioritise technological innovations.
- Continue expanding Dior Homme product portfolio.
- Expand international exposure in Europe.
- Focus on green innovations.
- Consider introducing luggage as a product category.
- Expand into the hospitality sector, given the brand already have a
home-wear product portfolio.
- Consider collaboration with street-wear brand.
WEAKNESSES
- 4 different creative directors within last 10 years (Magrath, 2018),
could potentially weaken brand identity and customer perception
of brand.
- Luxury items only available in-store and not online (Dior, 2019).
- Little brand recognition among Dior Homme (menswear),
majority of brand aimed towards women (Conclusion conducted
through primary research by visiting Christian Dior’s flagship store
and Christian Dior at Selfridge’s in London 10th Jan 2019 and by
secondary research at Dior.com).
- Poor service for drop-in customers at Dior’s flagship store in
London (Conclusion conducted through primary research by visiting
Christian Dior’s flagship store multiple times throughout January
and February 2019).
- No focus on green innovations (Conclusion conducted through
primary research by visiting Christian Dior’s flagship store and
Christian Dior at Selfridge’s in London 10th Jan 2019 and by
secondary research at Dior.com).
THREATS
- Counterfeit products: Could threaten brand value and exclusivity
(Magrath, 2018).
- Competition in the market: The luxury accessories market is highly
competitive which can result in unsold stock and decreasing margins
(Milnes, 2018).
- Brexit could affect changes in consumer spending in Europe,
resulting in less growth (Bain & Company, 2018).
- Over 145,000 employees (Craft, 2019), potential risk for brand
damage.
- Being part of a big portfolio with over 70 brands within LVMH
(LVMH.com) is a risk in itself: if any of those brands fail to commit
to their core values this could impact customers perception of Dior.
- Street style becoming increasingly popular (Smith, 2018),
challenging for a classic and elegant brand like Christian Dior to
adapt.
17
 2.4
CHRISTIAN DIOR SWOT ANALYSIS AND BRAND ONION EVALUA-

Christian Dior is a globally known fashion When it comes to technology, Christian

house with legendary history and heritage
(Dior, 2019). This is Christian Dior’s key
unique selling point, as well as promoting
female empowerment.
Christian Dior is part of French multinational
luxury goods conglomerate LVMH. Being
part of a huge fashion group is a great
advantage but does also come with a risk: If
any of the other 70 houses within the LVMH
portfolio fail to follow their brand values,
this could impact customers perception of
Dior.
Sustainability and technology are two
developing trends within the luxury
accessories market (see PESTEL analysis).
Christian Dior currently doesn’t promote
any information about sustainable actions
the brand is taking on their website,
or across their social media channels.
Incorporating sustainability to their brand
could potentially be a key opportunity for
the brand.
Dior’s flagship store in London features
a big digital screen across a wall next to
the staircase, which is used to promote
the brand (conducted through primary
research by a store visit to Christian Dior’s
Flagship store in London 10th Jan 2019).
When it comes to incorporating technology
into products, Dior Homme collaborated
with Sennheiser back in 2017 and released
a series of headphones (Sennheiser,
2017). Apart from this collaboration, no
technological innovations have been
released since. It can be concluded that
finding a way to incorporate technological
innovations into the brand can be another
key opportunity for Christian Dior.
To summarise, Christian Dior is an
extremely well-established fashion house
with strong branding and reputation
worldwide. However, a lack of technological
innovations and focus on green innovations
opens up doors for competitors to threaten
the growth of Christian Dior.

“Everything is a sign.
Everything makes sense.
Christian Dior believed
in his fabulous destiny,
in his lucky star”.

DIOR, 2019

The Christian Dior “Rose des vents” collection

has taken inspiration from Christian Dior’s highly “The superstitious Christian Dior frequently consulted his
superstitious nature and his passion for astrology fortune teller. The Wheel of Fortune scarf is inspired by his
(Dior, 2019). Image: Dior, 2019. superstitions.” (Dior, 2019). Image: Dior, 2019)

18
 “After women, flowers are
the most divine creations.”
- Christian Dior

Christian Dior’s passion for flowers and gardens are continuously

reinforced: This paper flower creation at Dior’s Les Arts Décoratifs
installation in 2017 was compiled using over 7,000 sheets of paper
(Vogue, 2017). Image: Vogue, 2017.
19
 2.5
PRODUCT CATEGORIES AND PRICING PYRAMID
Christian Dior Handbags in Europe

STRATEGIES WITHIN CHRISTIAN DIOR’S PRODUCT RANGES

Christian Dior offers a big product
portfolio, including women’s
haute couture and bespoke
services for men, ready-to-wear,
luxury accessories and jewellery,
fragrances, beauty and make-
up (Conducted through primary
research by a retail safari to Christian
Dior Flagship store in London and
Christian Dior in Selfridge’s 10th
Jan 2019). Christian Dior also offers
capsule collections for babies and
children (Dior.com).
The most exclusive handbags
are only available in Christian
Dior boutiques (Dior.com). Items
with lower price points, such as
small leather goods or shoes,
are in general available across all
distribution channels. It can be
concluded that luxury items may
have fewer distribution channels as
a strategy to promote the brands
exclusivity and to create “a hype”
around certain products.
Christian Dior presents their
collections in line with the fashion
retail calendar: Ready-to-wear and
Haute Couture biannually (Spring/
Summer and Autumn/Winter), as
well as one Pre-Fall and Resort
collection annually (Vogue Runway,
2019).
However, last year the brand made
a strategic move and introduced a
“drop” outside of the normal fashion
calendar, with the reintroduction of
the Dior Saddle Bag (Bloomberg,
2018). Over 100 influencers were
gifted the revamped Saddle Bag
and was seen posing with the bag
all-over the platform using the
hashtag #DiorSaddle (Gush, 2018).

LADY DIOR ART

“For the third edition of the Dior Lady Art project, the
House has invited artists from around the world, and,
for the first time, only women, to reinterpret the iconic
Lady Dior bag.” (Dior.com, 2019)

Lady Dior Art Bags. All images: Dior, 2019

20
 CHRISTIAN DIOR HANDBAGS PRICING PYRAMID

Lady Dior Art

Bag £14,000

Dior Saddle Bag

£1,800 - £6,700

Lady Dior Bag

£2,350 - £6,000

Diorama Bag
£2,400 - £4,900

J’Adior Flap Bag

£1,800 - £4,900

Dior Book Tote

Toile de Jouy Bag
£1,950 - £2,100

Pricing pyramid looking at Dior’s luxury handbags range. Compiled through

primary research conducted at Dior flagship store New Bond Street 10th
Jan 2019 and from Dior.com (accessed 10th Jan 2019). Images: Dior.com.

CHRISTIAN DIOR PRODUCT CATEGORIES

Table looking at Christian Dior’s product categories. Conducted through primary

research by store visit Jan 10th 2019 to Christian Dior New Bond Street, London.

CHRISTIAN DIOR HANDBAGS WOMEN MEN BABY

Tote Bags Haute Couture Bespoke Services Capsule collections

Flap Bags Ready-to-wear Ready-to-wear
Mini Bags Bags Leather Goods
Belt Bags Shoes Shoes
Saddle Bag Accessories Accessories HOME
Crossbody Bags Jewellery Fragrance
Hobo Bags Watches Skincare In selected stores and online
Art Bags Fragrance Chiffre Rouge (watches)
Messenger Bags Make-up
Tote Bags Skincare
Shoulder Bags
Pouches
Clutches

21
 3.0
THE MARKETING MIX: PRODUCT
Christian Dior Handbags in Europe

PRODUCT ATTRIBUTES
- Christian Dior uses the same print across multiple product
portfolios. For example, the Toile de Jouy pattern is available
on bags, scarves, shoes and home ware (see image to the left).
- Almost every single handbag from Christian Dior comes with
a detachable shoulder strap. A wide range of shoulder straps
are also sold separately (Dior, 2019).
- The Lady Dior Bag can be personalised (Dior, 2019).
- Creative handbag names such as “Diorama” and “J’adior”.

PRODUCT BENEFITS
- Using the same print across multiple product portfolios allows
the customer to buy matching sets.
- Including a shoulder strap on handbags offers the customer
several ways of carrying the bag.
- The option to personalise an item allows the customers to
adapt the bag to fit perfectly with their personal taste.
- Creative names makes it easy for customers to remember
products and works as a perfect hashtag if the customer is
sharing the purchase on social media.

SIZE AND QUALITY

Christian Dior offers handbags in a range of sizes, from small
clutches and evening bags to large shopper bags (Dior.com).

Christian Dior strategically promotes the quality of their

handbags through videos across their social channels,
to demonstrates how their handbags are made, the fine
craftsmanship and high level of detail that goes into creating a
Christian Dior handbag (Farra, 2018).

Primary research conducted through a store visit to Dior in

Selfridge’s 21st Feb 2019 suggests the handbags are of a very
high quality, the leather has a luxurious and soft feel. A store
assistant explains that their best-selling bag, the Lady Dior bag
“is made of cannage lambskin”. She further explains that the
bag comes in a range of different colours and can be worn in
the hand, on the shoulder or across the body (Sales assistant
Dior Selfridge’s, 2019).
Dior’s Chinese New Year Capsule Collection. Images: Dior.com

STYLE AND DESIGN

Christian Dior is known for its classic, elegant and feminine style.
However, since Maria Grazia Chiuri took over as the creative
director for Christian Dior in 2016, she has been sending
looks down the runway tapping into a new era, with millennial
looks such as the branded visible bra straps, the “We should
all be feminists” t-shirt and most recently the reintroduction
of the 90s it-bag, the Dior Saddle Bag. Jess Cartner-Morley
describes the “new Dior” in The Guardian (2016) as “punchy
and defiantly anti-pretty”. Maria Grazia Chiuri explained her
vision to Lauren Indik in an interview for British Vogue (2017):

“Dior is about femininity. When I arrived here, everybody told

Christian Dior’s Creative Director Maria Grazia Chiuri.
Image: The Sunday Times, 2018
me that. Okay, I said, we have to speak about femininity, but
what does that mean today? I try to speak about women now,
and for the future. Dior has to be about female empowerment.
Only with flowers? It’s not enough.”
- Maria Grazia Chiuri, 2017

22
2019 Christian Dior Cruise Collection.
Image: Dior.com, 2019
23
 BOSTON MATRIX FOR CHRISTIAN DIOR HANDBAGS

v CASH COW: The Lady Dior Bag is Christian Dior’s

best-selling bag (Dior.com). It’s a dependable cash
STAR QUESTION MARK cow that keeps coming back in new shades and
styles season after season.

DOG: The Diordirection bag is placed almost at

the bottom of the page presenting all handbags at
Dior.com. The bag is not being promoted on Dior’s
social media channels or by influencers. As no
attention is being given to the bag from the brand,
MARKET GROWTH RATE

the research suggests that the Diorection bag most

likely isn’t selling well.
Dior Saddle Bag Dior Messenger Bag
STAR: The Dior Saddle Bag has had huge success
since its reintroduction last year. According to
CASH COW DOG Glamour UK (2018) magazine, the Dior Saddle Bag
was “officially 2018’s most popular handbag”.

QUESTION MARK: The new Dior Messenger Bag

was introduced in Christian Dior’s SS19 collection.
However, the bag has not been promoted by Dior
on their social media channels or been seen worn
by influencers. The Dior Messenger Bag could
potentially have been left out due to the hype of
the Dior Saddle Bag. There is a possibility that the
bag becomes popular when the hype of the Saddle
Lady Dior Bag Diordirection bag
Bag has settled.
v

RELATIVE MARKET SHARE

Boston Matrix investigating the strategic position of Christian Dior handbags in

Europe. Compiled through primary research by store visit to Christian Dior New
Bond Street London 7th Feb 2019 and through secondary research online at
Dior’s social media channels. Images: Dior.com, 2019.

PERSONALISE YOUR “MY LADY DIOR” BAG

Personalise your “My Lady Dior” bag online at Dior.com.

Image: Dior, 2019

24
 Dior Belt Bag
£680

Dior Oblique Saddle Bag

£1,900

Dior Roller Pouch

£920

Dior Oblique Backpack

£1,150

Dior Calfskin Backpack

£920
Christian Dior also offers mens handbags. All images: Dior, 2019
25
 3.1
THE MARKETING MIX: PRICE
Christian Dior Handbags in Europe

Primary research conducted by a store visit to Christian

Dior New Bond Street in London 10th Jan 2019 suggests
that the retail price of a Christian Dior handbag is set
based on the following factors:

1) Competitor prices
The pricing strategies of other brands are directly
impacting the Christian Dior pricing strategy. Pricing
needs to reflect where a brand is positioned in relation
to other brands (see ‘Positioning Map Christian Dior’). If
3) MANUFACTURING COST

pricing is incorrectly set, the brand may lose exclusivity

or have a decrease in sales due to overpricing.
1) COMPETITOR PRICES

2) Perceived value
2) PERCEIVED VALUE

Christian Dior’s status is something that customers value

4) QUALITY OF BAG

and are ready to pay for. A Christian Dior handbag is

considered a status symbol and the status of a brand has
a value.

3) Manufacturing costs
Whilst the manufacturing cost for a Christian Dior
handbag is not available to the public, it is highly likely
that the manufacturing cost is much lower than the retail
price.

4) Quality of bag
A Christian Dior handbag is in many cases handmade,
made from exclusive leathers and include intricate
details. Using fine materials comes with a cost which will
impact the retail price.

(Lady Dior Bag: Dior.com, 2019), (Peonies: PNG Mart, 2019)

Table presenting Christian Dior entry level products. Compiled from Dior.com. It can be concluded that even though Christian Dior’s entry level
handbag have a premium price (£1,000) the brand offers other products with lower pricing, enabling aspiring customers to buy in to the brand for
a lower price.

Eyeshadow £50 Miss Dior Fragrance £100 Card Holder £230 Ballet Flat £590 Calfskin Clutch £1,000
Image: Dior.com, 2019 Image: Dior.com, 2019 Image: Dior.com, 2019 Image: Dior.com, 2019 Image: Dior.com, 2019

26
 LIKE FOR LIKE CHART LUXURY CROSS-BODY BAGS

WGSN’s report Women’s Key Items SS19 - Bags (2018), suggests

that smaller bags are making a comeback this spring, with the
multi-bag styling trend. Below like for like chart compares small
luxury cross-body bags and where Dior sits in relation to other
luxury brands:

Hermes Constance, Epsom

Leather and Gold Hardware
~ £6,600

Small Chanel Boy Bag

Calfskin and Gold-Tone Metal
£3,450

Dior Diorama Bag

Pink Metallic Calfskin
£2,800

Louis Vuitton Pink Twist Bag

Épi leather and LV Twist-Lock
£2,400
PRICE

Prada Saffiano Cahier Bag

Pink Studded Saffiano Leather
£1,720

Valentino Rockstud bag

Pink Italian Leather
£1,400

Saint Laurent Kate Bag

Embossed Crocodile Leather
£1,330

Gucci GG Marmont Bag

Pink 100% Calfleather
£1,240

Pricing and product information conducted through primary

research by store visits on 7th of February 2019 (Gucci, Saint
Laurent, Dior and Selfridge’s) and through secondary research
online at brand websites. All images sourced from christies.com,
chanel.com, dior.com, louisvuitton.com, prada.com, valentino.
com, saintlaurent.com and gucci.com.

27
 3.2
THE MARKETING MIX: PLACE
Christian Dior Handbags in Europe

The House of Dior is operating globally and has over 220 boutiques across 38 countries
(Dior, 2019). In Europe, Christian Dior has approximately 60 points of sales operating that
offers handbags. The boutiques are predominantly located in big cities such as London, Paris
and Milan, which is where the majority of the Christian Dior target customers are located (see
target customer information p. 10).

Christian Dior Boutique(s) operating

No Christian Dior Boutique(s) operating

Map presenting Christian Dior point of sales across Europe. Point of sale information conducted
from Dior.com (accessed 25 Feb 2019). Image: Estarte, 2019.

POP-UP

Outdoor marketing: Last summer Christian Dior opened a pop-up store at Harrods in London,
offering personalised handbags. Image: Dior Instagram, 2018.
28
 ONLINE

23.5 million followers

551,000 subscribers

16 million page likes

8 million followers
Social media information conducted via
Christian Dior’s social media channels.

Image: Dior Instagram, 2019

E-COMMERCE AND M-COMMERCE

Christian Dior offers both E-Commerce and M-Commerce for its customers and uses these platforms
to promote their products (Dior, 2019). The website includes information about all the product
Christian Dior offers, all products are however not available for purchase online. Luxury handbags for
example, are in general only available to purchase in Christian Dior boutiques.

BLOG/VLOG
Christian Dior hosts its own online magazine “Dior Mag” on their brand website, in a similar structure
to a blog. Dior Mag is updated on a daily basis with topics relating to the brand, product launches
and events. They are also updating videos on a regular basis (Dior, 2019).

SOCIAL MEDIA
Christian Dior uses their own social media channels to promote their products. Whenever a new
product is launching, whether it is a handbag or any other luxury accessory, Dior will always update
their social media accounts with the latest news (conducted via Christian Dior’s social media accounts).

SEO: Christian Dior has a very low

precense when searching for “Luxury
Handbag” on Google. Christian Dior
does not appear within the first 10 result
pages on Google.com.

Image: PNG Arts, 2019

29
 3.3
THE MARKETING MIX: PROMOTION
Christian Dior Handbags in Europe

2 5 8

3 6

9
4

30
 ADVERTISING

ORIGINAL METHODS: CONTEMPORARY METHODS:

TELEVISION AND CINEMA INFLUENCER MARKETING

Christian Dior currently airs four adverts on television
and cinema (see fig 9 on opposite page):
- Charlize Theron: Christian Dior J’adore Perfume.
- Jennifer Lawrence: Christian Dior Joy by Dior Perfume.
- Natalie Portman: Christian Dior Miss Dior Perfume.
- Johnny Depp Christian Dior Sauvage perfume for
men.
PRINT
Print is a common form of advertising for fashion
brands. Christian Dior promotes their brand in fashion
magazines such as Vogue, Harper’s Bazaar and Elle on a
regular basis, mainly featuring ready-to-wear, jewellery,
and fragrances (see fig. 4 on opposite page).
OUTDOOR ADVERTISING
Christian Dior promotes their brand using billboards
across big cities such as London, promoting fragrance,
makeup and beauty. Big posters can be spotted at bus
stops and at underground stations. Conducted through
research across Dior’s social media accounts and at
Dior.com.
Christian Dior partners with bloggers and vloggers on
a regular basis, paying influencers to show off the latest
Christian Dior products in blog posts and through social
media posts, as well as uploading vlogs from Christian
Dior fashion shows (see fig. 6 on opposite page).
EVENTS AND EXPERIENCES
Christian Dior regularly promotes its brand through
events and fashion shows. Most recently Christian Dior
showed off their SS19 Haute Couture Fashion Show in
a Circus Tent. In London there is currently an exhibition
in the V&A called “Designer of Dreams” (see fig. 3 and
7 on opposite page).
CELEBRITY ENDORSEMENT
Christian Dior has used celebrities as a promotional
strategy for many years. Celebrities like Johnny
Depp, Robert Pattinson, Rihanna, Bella Hadid, Cara
Delevingne, Natalie Portman, Charlize Theron and
many others have all been associated with the brand
through different promotions and events. Conducted
through research across Dior’s social media accounts.

SALES PROMOTIONS
As Christian Dior is a luxury brand,
promotions about seasonal reductions are
only promoted discreet via email or direct
mail. A selected few (top customers) are
invited for a pre-sale event before the sale
open up its doors to the public. There are
currently no in-store promotions, customers
are however offered a drink and a nibble
when booking one-to-one appointments.
(Conducted through primary research by
store visit to Christian Dior’s flagship store
in London 10th Jan 2018 and by online
research at Dior.com.
PR
Christian Dior houses its own in-house
PR (Dior.com). The team manages press
communications, communicates with
celebrities and generates positive publicity.
This could include: Product placement,
celebrity seeding, events, product launches,
fashion shows, press days etc. Having an in-
house PR enables the team to focus solely
on the Christian Dior brand and its markets.
WORD OF MOUTH
The research suggests that word of mouth
WINDOW AND DISPLAYS
is one of the biggest purchase drivers. As
Christian Dior are using their windows to
consumers are very likely to read reviews
promote their new products as well as
before purchasing online, bloggers have
highlighting the exclusivity of the brand.
become very important for word of mouth.
The window displays are updated regularly.
Christian Dior works with influencers on a
Primary research conducted by store visits
regular basis to promote their new products
to Christian Dior’s Flagship Store (New
and promote their brand values.
Bond Street London) between Jan 10th and
Feb 10th suggests that the window displays
changes ever 2-3 weeks.
INTERACTIVE MARKETING
Christian Dior uses the following
technology, so that consumers can interact
with the brand online: email service, text DIRECT MARKETING
service, online chat service and an online Christian Dior performs a few direct
boutique locator. (Conducted through marketing strategies in order to achieve a
long-term relationship with customers and
primary research by store visit to Christian
potential customers. For example, email
Dior’s flagship store in London 10th Jan
newsletter subscriptions, Dior Mag and
2018 and by online research at Dior.com.
Dior Video (Conducted through primary
research by store visit to Christian Dior’s
PERSONAL SHOPPING flagship store in London 10th Jan 2018 and
Primary research conducted by a store visit by online research at Dior.com.
to Christian Dior’s flagship store in London
10th Jan 2018 suggests that the brand
encourages one-to-one sales and that most
sales are done via private appointments.
Appointments can easily be booked online.

On opposite page: Table presenting a selection of strategies Christian Dior utilises to promotes the brand. 1) Fashion Shows: Dior Ready-to-
wear AW19/20 (Image: Dior, 2019). 2) Window Display advertising: Christian Dior’s window display New Bond Street London (Image: Jasper,
2019). 3) Physical evidence: Christian Dior’s SS19 Haute Couture Collection was presented in a Dior-branded circus tent (Image: Grazia Middle
East, 2019). 4) Positive Publicity: Yalitza Aparicio Martínez dressed in Christian Dior on Vogue Mexico cover (Image: The Cut, 2018). 5) Events
and experiences: In 2015, Christian Dior created its own virtual reality headset, allowing customers to enjoy a 3D fashion show in-store (Image:
LVMH, 2015). 6) Influencer marketing: Camila Coelho posing with the Dior Saddle bag (Image: BoF, 2018). 7) Events: Christian Dior V&A
Exhibition “Designer of dreams” (Image: Jasper, 2019). 8) Celebrity endorsement: Christian Dior muse Charlize Theron dressed in Christian
Dior. 9) Celebrity endorsement: Jennifer Lawrence in promotional campaign for Joy by Dior, used in both TV, print, and outdoor advertising
(Image: IMDB, 2018).

31
 3.4
THE MARKETING MIX:
PEOPLE, PROCESS AND PHYSICAL EVIDENCE
Christian Dior Handbags

PEOPLE
It can be concluded that people, as part of the 7P’s marketing strategy (Poser, 2015), plays an important role in
Christian Dior’s marketing strategies. The brand promotes its products heavily through celebrity endorsement
and by influencer partnerships (see Marketing Mix: Promotion).

PROCESS
Customers paying a premium price for luxury accessories are most likely going to expect the highest level of
service. It can therefore be concluded that the process element of the 7P’s (Posner, 2015) is very important
to evaluate. The following observations have been concluded through primary research by store visits to
Christian Dior’s flagship store in London throughout Jan and Feb 2019:
- Service for drop-in customers at Christian Dior’s flagship store under expectations
- One-to-one appointments offered in boutiques
- Free bag maintenance offered in Dior boutiques
- Customer service offered online via phone, email or online chat

PHYSICAL EVIDENCE
Customers paying a premium price for luxury accessories will most likely expect interior, packaging etc. to be
of the highest quality. Therefore, the physical evidence element of the 7P’s (Posner, 2015), should be evaluated
carefully. The following observations have been concluded through primary research by store visits to Christian
Dior’s flagship store in London throughout Jan and Feb 2019:
- Christian Dior offers beautiful signature packaging
- Christian Dior’s flagship store in London features state-of-the-art interior displays
- Christian Dior’s flagship store in London features beautiful window displays highlighting the latest products,
which are replaced every 2-3 weeks

Retail Safari

Burberry Flagship Store, London Gucci New Bond Street, London Dior Winter Garden, London Chanel New Bond Street
Image: Jasper, 2019 Image: Jasper, 2019 Image: Jasper, 2019 Image: Jasper, 2019

32
Christian Dior print advertisement as seen in Vogue. Jennifer Lawrence posing
with the Lady Dior bag, 2019 Cruise collection. Image: Marie Claire, 2018.
33
 Christian Dior offers a wide range of shoulder straps. Images: Dior, 2019.
34
 3.5
THE MARKETING MIX ANALYSIS
Christian Dior Handbags in Europe

The Marketing Mix research for Christian Dior
handbags in Europe indicates that Christian
Dior offers a wide range of handbags for both
men and women. Visitors can find information
about every handbag on their website, howev-
er, only a few handbags are available for online
purchase. Exclusive handbags are only availa-
ble in Christian Dior boutiques. The Marketing
Mix research suggests that this could be a stra-
tegic move to enhance the exclusivity of the
brand.
Furthermore, the research indicates that Chris-
tian Dior is operating in larger areas of Europe.
However, the brand has no point of sales in
Scandinavia and very little exposure in East-
ern Europe. Christian Dior’s routes to market
includes sales channels such as direct route,
service oriented, public events and preview
events.
It can be concluded from the Marketing Mix
research that Christian Dior’s pricing is premi-
um. Handbags are priced between £1,000 all
the way up to £14,000. The brand can afford
to have a high lowest priced handbag (£1,000
small clutch), as the brand has a wide product
portfolio including make-up, beauty and fra-
grances with lower entry points. The premium
handbag pricing also suggests that Christian
Dior has a very high perceived value amongst
its customers.
Christian Dior integrates several channels to
deploy their promotional campaigns, both in
print and digitally. The Marketing Mix research
indicates that TV advertisements promoting fra-
grances are targeting a younger audience. This
product category suits the younger audience
well, as they are likely to afford a fragrance,
but perhaps not as likely to afford a piece from
their ready-to-wear collection. Double page
spreads in Vogue however, is the perfect place
for luxury brands to promote their luxury items.
The average Vogue reader is 37 years old and
the target audience is ABC1 (Vogue Media Kit
2019). Christian Dior is a frequent advertiser
for Vogue and promotes predominately luxury
handbags and jewellery, targeted for an older
age group.
It can also be concluded from the Marketing
Mix research that Christian Dior frequently
works with influencers and bloggers to pro-
mote products. Influencers are a great tool for
word of mouth advertising and for creating a
“hype” whenever there’s a new product drop.
The reintroduction of the Dior Saddle bag is
one example of a very successful influencer
campaign for Christian Dior.
The research also indicates that Christian Dior
uses colours, typography, music (in video pro-
motions) and people to enhance the message
of exclusivity in their campaigns.

3.6
ADDED VALUE
Christian Dior Handbags in Europe

Christian Dior offers a range of services and benefits
that helps enhancing the customer experience when
purchasing luxury accessories.
Before making a purchase, whether it’s online or in-store,
help from a sales associate is never far away. Online, the
customer can benefit from an online chat. Being able
to get help instantly when shopping online rather than
having to email or call (even though these services also
are available) adds value to the customer and reduces
the risk of a customer not completing a purchase due to
not receiving instant help.
In-store, Christian Dior offers one-to-one shopping
appointments. This adds value to the customer as they
receive a personalised experience and will be treated as
a valued customer, even if they don’t end up purchasing
an item. Christian Dior also offers a generous online Q&A
which adds value to customers with enquiries whilst on
the website.
When purchasing a Christian Dior handbag, the brand
will present the item in beautifully presented signature
Christian Dior packaging (conducted through primary
research by a retail safari to Christian Dior’s Flagship
store in London and Christian Dior in Selfridge’s 10th
Jan 2019). The brand offers free maintenance should the
customer ever have any issues with the bag (Dior.com).
Product wise, each bag offered by Christian Dior comes
in a wide selection of colours and patterns which adds
value to customers, allowing them more options to suit
their personal style. Most bags come with a removable
shoulder strap, which adds value as it enables the
customer to wear the bag several ways.

35
 3.7
COMPETITORS ANALYSIS
Christian Dior Handbags in Europe

COMPETITORS PRODUCT PORTFOLIO - LUXURY HANDBAGS (WOMEN)

Women’s Luxury Accessories Chanel Dior Louis Vuitton Burberry Saint Laurent Gucci

Shoulder bags Yes Yes Yes Yes Yes Yes

Tote bags Yes Yes Yes Yes Yes Yes

Clutches and Evening bags Yes Yes Yes No Yes Yes

Mini & Macro bags Yes Yes Yes Yes Yes Yes

Backpacks Yes No Yes Yes Yes Yes

Monogram bags Yes Yes Yes Yes Yes Yes

Cross-body bags Yes Yes Yes Yes Yes Yes

Exotic leather bags Yes Yes Yes No Yes Yes

Belt bags Yes Yes Yes Yes Yes Yes

Suitcases Yes No Yes No No Yes

Table looking at Christian Dior’s product selection in relation to competitor brands. Conducted through primary
research at Chanel, Dior, Louis Vuitton, Burberry, Saint Laurent and Gucci store visits in London 7th Feb 2019.

COMPETITORS SOCIAL MEDIA FOLLOWING

Brands Instagram Twitter Facebook YouTube

Chanel 32.7m followers 13.2m followers 21m page likes 1.3m subscribers

Dior 23.5m followers 8m followers 16m page likes 551k subscribers

Louis Vuitton 29.8m followers 7.2m followers 23m page likes 246k subscribers

Burberry 13.8m followers 8.4m followers 17m page likes 324k subscribers

Saint Laurent 5.6m followers 4.1m followers 2.9m page likes 41k subscribers

Gucci 32m followers 5.5m followers 17m page likes 341k subscribers

Table looking at Christian Dior’s social media following in relation to competitor brands. Conducted
through the social media accounts of Chanel, Dior, Louis Vuitton, Burberry, Saint Laurent and Gucci.

COMPETITORS # OF POS IN EUROPE

Women’s Luxury Accessories Hermes Chanel Dior Louis Vuitton Burberry

# of boutiques in Europe 100 55 60 150 180

Table looking luxury accessories brands POS across Europe. Conducted throgugh primary research
by a retail safari to Hermes, Chanel, Dior, Louis Vuitton and Burberry in London 13th Jan 2019 and by
secondary research online at Hermes.com, Chanel.com, Dior.com, LouisVuitton.com and Burberry.com.
The research suggests that even though Hermes have 100 POS, the possibility of buying a handbag
varies depending on boutique and brand policies.

36
 POSITIONING MAP:
LUXURY HANDBAGS IN EUROPE
Positioning Map presenting Christian Dior’s position in relation to other brands. Compiled through a competitor research conducted by pricing
comparison analysis (see like-for-like chart), POS comparison (see opposite page) and by comparing the process of purchasing a luxury handbag
in-store via primary sesearch to Hermes, Chanel, Dior, Louis Vuitton and Burberry in London 13th Jan 2019. Additional research have also been
conducted on Hermes.com, Chanel.com, Dior.com, Louis Vuitton.com and Burberry.com.

PRESTIGE PRICE

MASS MARKET EXCLUSIVITY

- More Distribution - Fewer Distribution
- Easy Access - Rarity

AFFORDABILITY

37
 Image: Marie, Claire, 2017

38
 4.0
CONCLUSION AND RECOMMENDATIONS
Christian Dior Handbags in Europe
Maria Grazia Chiuri has promoted female
empowerment several times in her collections for
Christian Dior, but Christian Dior’s promotional
campaigns does not reflect that message.
The message communicated in promotional
campaigns currently is luxury and elegance. Female
Empowerment could become Christian Dior’s key
unique selling point and if communicated effectively,
the brand would stand out against its competitors
within the luxury accessories market.
Christian Dior is operating across Europe; however,
the brand has an opportunity to explore the market
in Scandinavia. One strategy could be to open a
pop-up store in a highly populated city such as
Stockholm or Copenhagen, to test the market and
expand brand exposure.
Another element Christian Dior can improve, is their
in-store customer service for drop-in customers. Not
everyone visiting the store is aware of the option to
book a one-to-one appointment. The brand should
at least aim to inform every drop-in customers of the
option to book an appointment.
Christian Dior has very successfully promoted
items and events through their Instagram account.
Most recently, the brand live streamed their AW19
fashion show through the app, and as previously
mentioned, marketing partnerships with influencers
in conjunction with new product drops has proved to
be highly effective. It can be concluded that Christian
Dior should continue promoting products and events
through Instagram.
Christian Dior Homme (menswear) has expanded
slightly the last couple of years, but still need more
exposure and an increased brand recognition. Dior
Homme is recommended to continue collaborating
with other brands within technology, lifestyle, travel
and fashion.
Lastly, it can be concluded that Christian Dior
would benefit from focusing on technological and
green innovations, to reduce the risk of competitors
excelling in this field and securing growth.
39
 5.0
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