Now it is the banks that are calling for changes in the creative direction of the brands. This is the case of HSBC, which sees Dior Donna “under pressure” and for this reason would like Jonathan Anderson to replace Maria Grazia Chiuri.

Slow down, like this

HSBC analysts say changes are needed in the creative direction of Dior Donna because with Chiuri we have reached the 7-year crisis, while the current creative director of Loewe could give a jolt to the second largest brand of LVMH. It is true that the Roman designer has contributed to the boom of Dior, which from 2018 to 2023 has quadrupled its turnover, going from 2.7 billion euros to over 9 billion. But now it would also be influencing its slowdown.

A bit stagnant (except in prices)

The London-based financial institution claims that Dior’s designs have become “a bit stale and repetitive”. ” While designer Kim Jones ‘ menswear “is still going strong,” Maria Grazia Chiuri’s womenswear is “under more pressure.” But there’s also the pricing factor. HSBC also claims that Dior, like Saint Laurent and Burberry, has raised prices too quickly in recent years, alienating many luxury consumers. So the label is now expecting new collections that offer “a better value proposition” rather than a price reduction, WWD reports.

LVMH? A little less bad
The notes on Dior are part of a broader report that HSBC has dedicated to LVMH. The bank expects a “slight improvement” in the French group’s fourth-quarter 2024 economic results compared to those of the third quarter. In particular, it estimates a 2% drop in revenue, compared to -3% in the third quarter. While LVMH’s fashion and leather goods division will suffer a 4% drop in revenue compared to -5% in the previous quarter.