LVMH announced that it will be acquiring Christian Dior in a rumored $13 billion deal. LVMH previously owned Parfums Christian Dior, but will now be taking the full Dior portfolio – men’s and women’s ready-to-wear, shoes, leather, and haute couture – under its umbrella. The deal is expected to close at the end of May.

Dior has displayed a strong digital presence in L2’s Digital IQ Index: Fashion, exhibiting the fastest growth in digital competence year-over-year in the latest fashion study. The most significant shift is Dior’s revamping of both desktop and mobile sites without offering direct to consumer e-commerce. The brand site retains the look and feel of an e-commerce-enabled site but instead drives to brick and mortar locations. Point of sale locations, online appointment-booking, and checking availability of products in-store are highlighted to facilitate transactions.

While LVMH has a strong presence in luxury fashion—owning ten brands after the recent transaction closes—Dior brings a strong digital competency other LVMH fashion brands lack. Dior is now the second highest ranked LVMH brand in L2’s Fashion Index and demonstrates a sophisticated social media strategy. For example, during Fall Fashion Month, Dior garnered strong engagement on Snapchat and Instagram by strategically customizing for each platform.

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