<\/p>\n
Dior, the emblematic house of the LVMH group<\/strong>, will be the most popular luxury brand on the Internet in 2023. This is the conclusion of Luxe Digital, a magazine dedicated to the digital transformation of the luxury industry<\/strong>, which has been conducting this survey for six years.<\/p>\n <\/p>\n To assign these popularity scores, Luxe Digital relies on “over 3,000 data points from Google Trends, SimilarWeb, RivalIQ, Deloitte and Forbes<\/em>” , which enable it to “measure the search interest and social media reach of the top luxury brands online<\/em>“.<\/p>\n <\/p>\n <\/p>\n And the magazine is proud that “over the years<\/em>“, its “rankings have become an important and reliable indicator of the future performance of the world’s top luxury brands<\/em>“.<\/p>\n <\/p>\n This year, Dior accounted for 13.8% of total online search interest, ahead of Gucci (the Kering Group’s flagship brand)<\/strong>, which is a very close second (13.76%). Next in line is Chanel (11.69%). Louis Vuitton, Herm\u00e8s, Rolex, Prada, Tiffany and Co, Versace and Burberry<\/strong>. While Burberry and Saint Laurent are up in 2023, Armani and Tiffany & Co are down<\/strong>.<\/p>\n <\/p>\n Luxury groups LVMH and Kering own 40% of the brands on the list.<\/p>\n <\/p>\n <\/p>\n “Dior has continued to progress, rising from 7th place in 2019 to 5th in 2020, 4th in 2021 and 2nd in 2022, to finally reach the top position in 2023<\/em>,” emphasizes Luxe Digital.<\/p>\n <\/p>\n The magazine also praises the many initiatives taken by the House in recent times, which explain this progression. It mentions its “avant-garde spirit<\/em>“, its “pioneering collaborations with virtual idols<\/em>“, its exploration of the metaverse and new geographies.<\/p>\n <\/p>\n At a time when “the Indian market<\/em>” is of “growing importance for luxury brands<\/em>“, Dior was the first European luxury brand to hold an official fashion show in India with its Pre-Fall 2023 collection. And whose “strong visuals<\/em>” “attracted attention on social networks<\/em>“.<\/p>\n <\/p>\n <\/p>\n Dior has also been able to “establish a more direct link with its customers thanks to its growing network of directly operated boutiques, fully controlled e-commerce distribution, live streaming and a strong presence on social media, including in China<\/em>“, Luxe Digital points out.<\/p>\n <\/p>\n In the Middle Kingdom<\/strong>, Dior scored points on Weibo with the launch campaign featuring the brand’s Chinese ambassador, Dilraba<\/strong>, for the Lady 95.22 bag<\/strong> (a reinterpretation of the iconic Lady Dior). The result: hundreds of millions of views for #DIORLADY9522<\/strong> on the Chinese social network!<\/p>\n <\/p>\n Overall, traffic to Dior’s website increased by 48% in 2023. While it remains highly selective with the multi-brand retailers authorized to sell its products online, the brand is constantly expanding the product categories on sale on its own website “and attracting new customers<\/em>“.<\/p>\n <\/p>\n All this strategy is the fruit of the spectacular work carried out by Pietro Beccari CEO of Dior from 2015 to the end of 2022<\/strong>, before being appointed head of Louis Vuitton, LVMH’s flagship brand<\/strong>. In January 2023, Delphine Arnault, daughter of Lvmh CEO Bernard Arnault<\/strong>, took over the reins of Christian Dior. And at Luxe Digital, we’re “looking forward<\/em>” to seeing how she continues the brand’s momentum.<\/p>\n <\/p>\n Read also > Dior Cruise 2023 fashion show: a vibrant tribute to Frida Kahlo<\/a><\/p>\nReliable indicator<\/h2>\n
Dior’s continued progress<\/h2>\n
A more direct link with customers<\/h2>\n