“Enhancing the brand experience”
About Christian Dior S.A.
Founded in 1946 by the eponymous designer Christian Dior, Christian Dior S.A. now a part of the LVMH Group, designs and retails ready-to-wear, leather goods, fashion accessories, footwear, jewelry, timepieces, fragrances, make-up, and skincare products.
Maintaining its legacy as a creator of recognized haute-couture, the house of Dior personifies elegance and sophistication. Dior aims to promote sustainable organizational growth by fostering strong client relationships. Critical to achieving this goal is to focus on creating a unique brand experience for both clients and stylists. The team from Columbia Business School and Parsons The New School for Design was tasked to explore and develop avenues to enhance the brand experience through targeted initiatives.
Crafting the Dior Experience: Initiatves aimed at engaging clients and beauty stylists
The team leveraged a multi-pronged approach, focusing on fundamental elements instrumental in crafting the Dior experience, specifically the brand story, the client engagement avenues/interfaces, and the beauty stylists. The streamlined brand story proposed by the team focused on representing the key elements of the house of Dior and creating a uniform, cohesive and memorable client experience.
In addition to revising the Dior client reward segments to strengthen client interfaces and enhance focus on top-tier clients, the team introduced a user-friendly mobile application as an additional client engagement avenue, encapsulating reward programs, exclusive product/brand promotions and more. Significant emphasis was placed on aligning Dior’s people development approach with needs and career goals of beauty stylists to enhance satisfaction, thus improving retention. The team proposed to restructure the stylist training program and introduced innovative training methodologies and tools to facilitate new stylist orientation and ongoing development. Furthermore, the team advocated for a ‘development-focused’ mentorship-driven culture to facilitate individuals’ professional growth complemented by a structured ‘positive feedback’ driven learning process.
This ‘holistic’ approach to crafting a unique experience and fostering client relationships is expected to contribute to strengthening the brand value proposition and thus facilitate sustained business growth.
Amarjit Rai, Columbia Business School
Maria Carabas, Columbia Business School
Silvia Lousa Alonso, Columbia Business School
Alberto Tripodi, Columbia Business School
Gabrielle Guglielmelli, Parsons The New School for Design
Divya Khandelwal, Parsons The New School for Design
Daphne Vidalis, Parsons The New School for Design
Jessica Walsh, Parsons The New School for Design