DIOR Business Information System

 

DIOR Business Information System

Executive Summary

E-commerce business is getting more attention and importance in today’s digital business society especially when the whole world is facing the after-effects of COVID-19. It has been reported that during that pandemic the overall revenue and growth of e-commerce business has been doubled in comparison with the traditional businesses. Now, it is the need of time that most of the small and large scale business entrepreneurs are planning to convert their businesses towards e-commerce, while maintaining and improving their traditional setups (Chang, K. C., Jackson, J., & Grover, V. 2003)

Christian Dior SE formally known as Dior is a French-made luxury fashion house that deals with luxury goods and services worldwide through their e-commerce store. It is founded on 16 December 1946; 74 years ago by Christian Dior in 30 Avenue Montaigne Paris, France. It is currently dealing in 210 worldwide locations while having many departmental stores as well. Its total revenue is recorded €53.67 billion by the end of 2019 while total equity is estimated as €35.71 billion in the same year. The operating income, net income, total assets are calculated with the worth of €11.43 billion, €2.93 billion, and €93.83 billion respectively in the year 2019.  The company is an international specialized e-commerce with more than 74 years of online business experience and now having more than 163,309 employed people all over the world.

We will discuss a little more introduction about the company’s website and the type of e-commerce the management of the company is following. We will include thorough research about Dior international in our report that mainly includes its business processes and models they are currently using for their e-commerce business. Then we will describe its three main revenue model that enables the company to achieve the higher revenue and growth since years and years. We will further highlight its various internet advertising techniques that are being used to promote this luxury fashion goods online business in the globe. The advantages and disadvantages concerning social, education and lifestyles will be also be demonstrated in the later sections of this report. Finally, we will come up with important suggestions specifically about the website designs, functions, and business performance. Hence, we will be concluding and summarizing the overall functions and methods for Dior’s growth and survival necessary to follow and maintain its brand image in the global marketplace.

Types of E-Commerce

DIOR is currently following two main types of E-commerce that are business to business and business to consumer. With the extensive business history and experience, they were mainly following the business to the consumer at their initial startup. Now while having its global expansion and greater market response they are also dealing with business-to-business entities where they are dealing with mostly the small scale businesses within the same fashion goods industry.

In Business to Consumer (B2C), they are offering their global customers a wide range of fashion goods products and services through online platforms (website and other social media platforms). For delivery of goods and services, they are offering two options; one, customers can directly reach out to their designated departmental stores and outlets and but their desired products, secondly, they are taking online orders from their customers and deliver them on their designated destiny (Kumar, V., & Kumar, U 2008).

On the other hand, in the case of Business to Business (B2B), they are taking orders in bulk from their stakeholders, clients, and small and large business owners and ensure the safest delivery on mutual terms and conditions. They are having both retail and online stores in more than 210 locations. Its main product categories include clothing, cosmetics, fashion accessories, jewelry, perfumes, spirits, watches, wines, etc. (Glynn, M. S., & Woodside, A. G. 2009).

Currently, they are earning enough revenue and growth by following both models and very successful in the fashion goods international market.

Introduction of the Website

Since the house of Dior is chaired by Bernard Arnault is a French businessman while it’s financial backed by Marcel Boussac. We have found on its website that it is currently offering a wide range of brands with multiple product offerings under each brand. They are mainly covering women’s fashion men’s fashion, fragrance, make-up, skincare, kids & baby, Maison, gifts & services, etc. as their main brand/product categories. If we visit each main product/brand category, we will find a very large number of products and services that are enriched with the required details and functions. They are extensively using SEO keywords and Google ranking factors for their indexing.

They have used enrich graphics, backlinks; image SEO with an effective content management system (CMS). Its on-page and off-page optimization are well-aligned followed by Google trends where we can see Dior is following both inbound and outbound marketing models.

It seems that they are following SEO factors, page-level factors, image SEO, site-level factors (structure, layout & maximum number of pages), advanced content optimization, domain factors, advanced factors, and HTML Meta tags. They have included new keywords in each web page and that’s the main reason behind their website ranking. They are also following both static and dynamic content in their e-commerce website. Its News and Fashion Shows are being used to let their customers know about the recent fashion and trends about their products and services. They often conduct various fashion shows and their newsletters that customers can ask about online through the website by providing their email addresses. Its website also displays high graphic videos related to Dior’s existing and new products that are coming to the market. The most important thing is its website is also integrated with its social media platforms where its customers can directly land on any social media page. Currently, they are utilizing four social media platforms (Facebook, Instagram, Twitter and Tumblr) for the promotions and advertising of their brands and products. These are.

There are some limitations too in Dior website that it does not include home, about and the contents of its services thus the new customers might not interested to buy their products and services due to lack of important information. Further discussion on its website features, layouts and limitations will be discussed in the later sections.

 References

Glynn, M. S., & Woodside, A. G. (2009). Effective business-to-business brand strategies: introduction to business-to-business brand management. Business-to-Business Brand Management, 1.

Kumar, V., & Kumar, U. (2008) BUSINESS-TO-CONSUMER (B2C) ELECTRONIC-COMMERCE (EC) OPERATION: GLOBALIZATION STRATEGY.

Chang, K. C., Jackson, J., & Grover, V. (2003). E-commerce and corporate strategy: an executive perspective. Information & Management, 40(7), 663-675.

"Christian Dior SE – bylaws" (PDF). www.dior-finance.com. Retrieved 9 September2020.

Company History at Dior's website Archived 7 November 2008 at the Wayback Machine.

"Christian Dior", by Bibby Sowray, Vogue magazine, April 5, 2012.

"Christian Dior Annual Report". Christian Dior SE. Archived from the original on 28 April 2019. Retrieved 28 April 2019.