Pietro Beccari, CEO of Dior, on taking digital risks

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On the morning of the Dior Haute Couture Fall 2021 show, Pietro Beccari is full of bonhomie. Speaking from the garden of the Musée Rodin, where the show is taking place, the CEO is optimistic about hosting Dior’s third physical show in Europe since the pandemic, following a series of shows that were watched by a total than 249 million people online. .

“We saw Covid coming and we decided to speed up, not slow down,” says Beccari. “We came out of the pandemic stronger than the others because we had a little more courage to do what others [brands] we couldn’t, or didn’t want to, do. “

LVMH does not provide financial data for individual brands, but recognized Dior as a “standout” brand for 2020, achieving double-digit growth in the second half of the year. The luxury giant releases figures for the first half of 2021 this month, and Dior is expected to still be in shape. “You hear it in my voice,” says Beccari. “It is the voice of someone animated; I’m definitely happy. “

Beccari credits Dior’s “champions league” of creative directors: womenswear designer Maria Grazia Chiuri, menswear designer Kim Jones and jewelry Victoire de la Castellane. “Because of their talent, our products are always highly desirable,” he says.

Morgan Stanley estimates that Dior’s sales in 2020 will exceed $ 6 billion. This was driven by very high communication spend, analysts add, a formula that has included frequent and high-profile programs, sponsorship of exhibitions and a lot of creative energy around the product.

The novelty is central to Dior’s digital strategy, says Beccari, with an emphasis on what he calls the “Dior Dream,” which combines culture and innovation. At the heart of this have been high-impact catwalk shows streamed and shared across platforms new and old, from WeChat to TikTok, YouTube to Bilibili. They included an SS22 male physical collaboration with Travis Scott in Paris, a 400-capacity Cruise 2022 show at the Panathenaic stadium in Athens, and a Paris haute couture show against the backdrop of a 350-meter-long tapestry. Of the 249 million views on the platforms, the shows reached 92 million views on Douyin (the Chinese version of TikTok) alone.

Dior was the first luxury brand to launch on the Chinese video-sharing app Bilibili.

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