A New Rhythm for Luxury: Beccari’s Strategic Shift

When Pietro Beccari took the helm of Dior Couture in 2018, the iconic brand was already globally revered, but it needed to accelerate its transition into the digital world. Beccari’s core objective was ambitious: scale Dior into a modern luxury brand without compromising its exclusive couture heritage.

Within just three years, he achieved spectacular results. Dior’s revenue soared from approximately €2.2 billion to over €6.6 billion by 2021, effectively tripling its scale. This growth was achieved by maintaining strict luxury margins, proving that rapid expansion doesn’t require mass-market dilution.

• Key Action: Controlled expansion through more flagship stores, enhanced brand storytelling, and a premium digital presence.

• Avoided: Chasing volume via widespread discounts or mass retail distribution.

Beccari’s leadership shattered the “slow luxury” myth. He treated marketing as a vital growth engine and personally championed digital experimentation, including livestream fashion shows, AR try-ons, and expanding e-commerce for beauty. This innovative, yet restrained, approach became Dior’s new successful rhythm.

Unifying Vision: From Multiple Voices to One Cohesive Brand

A significant part of this success involved consolidating Dior’s creative direction. For years, the house operated with separate directions for its men’s, women’s, and couture lines.

The brand signaled a major shift toward a single, cohesive vision by appointing a sole Creative Director. This change simplifies storytelling and makes Dior’s aesthetic instantly recognizable across all consumer touchpoints, from the runway to fragrance ads. Internally, Beccari fostered an agile culture by borrowing from tech companies, encouraging collaboration between design, digital, and retail teams to launch and adapt campaigns faster by region.

Heritage and Emotion: The Power of Dior’s Storytelling

Dior’s power is fundamentally rooted in a dream—the New Look introduced by Christian Dior in 1947, which positioned the brand as a symbol of elegance and hope. This emotional foundation is the engine of all modern Dior storytelling.

• Core Tools: Iconic heritage elements like the Bar Jacket and nipped waistlines serve as active storytelling tools, connecting every new collection back to the brand’s original moment of rebirth.

• The Approach: Instead of focusing on product features, Dior creates emotional narratives. Campaigns like Secret Garden and those for Miss Dior perfume function as short films, emphasizing art, craftsmanship, and emotion over mere product benefits.

Global Reach with Local Relevance

While maintaining a universal identity, Dior masterfully practices localization. In markets like China, the brand has collaborated with local artists and influencers to reinterpret traditional symbols, making Dior feel both aspirational and intimately relevant to the local culture.

Scarcity and Pricing Strategy: Gateways to the Dior World

Beccari understood that scarcity drives desire. Limited-edition pieces, capsule collections (like the “Dior Icons Capsule”), and seasonal reissues of classics (such as the Lady Dior bag) serve as narrative events that reinforce the rarity and timeless status of the brand.

Dior’s pricing strategy is equally strategic—it’s priced for meaning, not affordability. The high price communicates exclusivity, craftsmanship, and emotional value. This is why Dior strictly avoids markdowns, as discounting would erode the product’s mystique.