Just as more and more brands opt for being super digital, Christian Dior is keeping it very real; and live, as it did Monday night, when it unveiled its pre-fall 2021 collection to an audience of 1,000 in Shanghai.
Surging sales at Louis Vuitton and Dior helped French luxury giant LVMH make a very strong start to 2021, with overall revenues returning to growth in the first quarter despite new coronavirus lockdowns in Europe.
According to a study from data analysis specialist Retviews, the label's success is down to its focus on its assortment, which brings together exclusivity and inclusivity, and its reactiveness to trends.
“Everyone reacts to sincere things. When you do something that you really believe in it, and not just for commercial reasons, people react... people understand,” argues Roger Vivier's artistic director, Gherardo Felloni.