French luxury conglomerate LVMH recently reported a 10% increase in year-over-year growth for Q1, saying that online sales had grown rapidly all over the world. Although LVMH brought up the rear in L2’s most recent Digital IQ Index: Fashion, with its enterprise score barely ranking in the Average category, this is quickly changing as the group intensifies digital investments in multiple brands.

For example, Christian Dior, previously reluctant to invest in DTC e-commerce, is now focusing on omnichannel retail and online growth. The brand has a new chief digital officer, Jens Riewenherm, who formerly was the managing director. With online retailers having nailed down the e-commerce landscape, Dior hopes the new appointment will help bring the luxury shopping experience online.


Even without e-commerce, Dior was categorized as Gifted in L2’s fashion ranking thanks to its strong social media and site presence. The brand leveraged partnerships with celebrities including Bella Hadid to maintain high engagement and grow its community. The Dior site also features a robust store locator that includes geolocation and specific category filtering; while product pages only have general store locators, rather than inventory tools to locate the specific product in-store, the addition of omnichannel features will help Dior improve its digital experience.

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