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Partner Interview
Published December 8, 2025

Christian Dior: Business Mix & Growth History

Executive Bio

Former Director at Christian Dior

Summary

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Interview Transcript

Disclaimer: This interview is for informational purposes only and should not be relied upon as a basis for investment decisions. In Practise is an independent publisher and all opinions expressed by guests are solely their own opinions and do not reflect the opinion of In Practise.

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I completely agree. Now that we've addressed the contentious topic, I wanted to discuss Dior's impressive historical growth. You mentioned the 20 quarters of significant growth. Could you help me understand how this growth breaks down into price mix and volume? I'm particularly interested in the period after Beccari addressed some issues and drove growth. It seems there was substantial volume growth, and I'd like to know how these factors interacted over time.

For example, the price of a Lady Dior bag has increased from €3,000 to €4,000, but it's still not comparable to the €10,000 of a Chanel bag. Even though the price of the Chanel 2.55 and the Lady Dior were similar 10 or 15 years ago, today the Lady Dior is probably a bit more than €4,000, maybe €4,500 or €5,000, compared to €10,000 for the Chanel 2.55.

This is a snippet of the transcript.to get full access.

I completely agree. Now that we've addressed the contentious topic, I wanted to discuss Dior's impressive historical growth. You mentioned the 20 quarters of significant growth. Could you help me understand how this growth breaks down into price mix and volume? I'm particularly interested in the period after Beccari addressed some issues and drove growth. It seems there was substantial volume growth, and I'd like to know how these factors interacted over time.

Yes, there has been some growth in prices, as efforts were made on this front, but also on margins to improve costs. A significant part of the growth was in volumes, with best sellers across many product categories. Ready-to-wear has grown significantly, and there has been fantastic growth in shoes, especially with the expansion of sneakers. All Dior businesses experienced substantial growth during this period across all product categories.

This is a snippet of the transcript.to get full access.

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