According to Hankyung newspaper, French luxury brand Christian Dior achieved sales of 1.04 trillion won in Korea last year. This is Dior’s highest ever revenue in Korea.

The brand has tripled its revenue within 3 years thanks to an active marketing strategy in the domestic market, such as appointing Jisoo (Blackpink) as a global ambassador and opening a children’s clothing store.

According to the electronic report of the Korean Financial Supervisory Service on April 3, Dior’s revenue in 2023 is 1,045.6 billion won, an increase of 12.4% over the same period last year (930.5 billion won). . This is the first time Dior recorded revenue of over 1,000 billion won in Korea.

Jisoo was appointed as Dior global ambassador from March 2021. Photo: Instagram

Dior Korea’s operating profit decreased by 3.6% compared to the previous year, but still reached 312 billion won. The decline in operating profit was due to a decline in overall demand for the luxury goods industry, as the economy continued to decline. Net profit was reported as 238.6 billion won.

Yet even as the domestic luxury market stagnates, Dior has maintained double-digit revenue growth. Compared to the 0.5% growth of foreign luxury brands at three major department stores last year (according to the Ministry of Trade, Industry and Energy), Dior’s performance is extremely impressive. .

Since 2020 – the first year of the COVID-19 pandemic, Dior’s revenue has increased nearly 3 times over the past 3 years. This was also the time when Jisoo was appointed as a global ambassador for both fashion and beauty segments.

Jisoo in some promotional campaigns of Dior cosmetics. Photo: Instagram

In 2021, Dior revenue in Korea was 613.9 billion won, an increase of 86.8% compared to 2020 (328.5 billion won). Figures for the same period recorded a doubling of profits, from 104.7 billion won to 211.5 billion won. This is said to be due to the effect of appointing Jisoo as a global ambassador (from March 2021), along with the development of brand marketing and communication activities.

In 2022, Dior revenue in Korea reached 930.5 billion won, an increase of 51.77% compared to 2021. During the same period, operating profit increased 53.05%, to 323.7 billion won. Analytical reports also say that Jisoo has a significant influence, affecting the company’s revenue in the land of kimchi.

With outstanding contributions, Jisoo is also the top global ambassador favored by Dior. During recent months, the female singer has continuously been chosen as a model in Dior cosmetics promotional campaigns.

Recently, Dior Creative Director Maria Grazia Chiuri personally designed a pink dress for Jisoo to wear in the Dior Addict Lip Glow lipstick campaign. The benefits that Jisoo received made her dubbed the “Dior princess” by the media and the public.