LVMH does not provide individual brand financial data but name-checked 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, with Dior expected to be still very much on form. “You hear it from my voice,” Beccari says. “It’s the voice of someone pumped up; I am definitely happy.”

The launch of Dior’s mini bag collection last month employed a full suite of digital marketing tactics. Beccari cites it as a good example of the brand’s digital innovation around product launches.

It took in irreverent YouTube videos and TikToks and careful product placement with brand ambassadors such as BLACKPINK’s Jisoo.

More than 325 digital talents supported the launch on their social media resulting in a MIV of $9 million, according to the brand.

cr. Vogue Business