Last Year's Sales Increased by 12.3% to 1.0455 Trillion KRW
Donations Remained at 19.2 Million KRW
French luxury brand Dior recorded sales of over 1 trillion KRW in South Korea last year.
According to the audit report disclosed by Christian Dior Couture Korea on the 3rd, Dior's domestic sales last year amounted to 1,045,584,640,000 KRW, a 12.3% increase compared to the previous year. Operating profit decreased by 3.6% to 312 billion KRW.
Despite double-digit sales growth, Dior's domestic donations last year amounted to only 19.2 million KRW, an increase of just 3 million KRW from the previous year. Even in 2022, when domestic sales surged by 52% due to COVID-19 revenge consumption, Dior donated only 16.2 million KRW, drawing criticism for its minimal contribution to social responsibility.
On the other hand, Dior implemented two price increases in January and August last year. In January, prices of major bag and jewelry products rose by up to 20%, and in July, prices of key products including the signature Lady bag increased by up to 10%. As a result, the price of Dior’s steady seller, the Lady Dior Medium bag, rose 25% within a year, from 6.5 million KRW to 8.1 million KRW.
Meanwhile, Dior’s department store outlets increased from 21 at the end of 2022 to 24 by the end of last year. The brand also expanded into the high-end baby products market by launching the children's clothing line 'Baby Dior.'
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