Pietro Beccari, chairman and chief executive officer of Christian Dior Couture, is facing a double challenge: how to revive the brand’s flagging sales and keep the atelier’s creative spark alive..
Dior has long been known for its handbags, particularly the Lady Dior, which was named after Princess Diana. However, recent sales figures have shown that the brand is struggling to keep up with its rivals, such as Louis Vuitton and Chanel. Beccari believes that the key to Dior’s revival lies in expanding beyond its core handbag business..
In an interview with The New York Times, Beccari said that he wants to make Dior a .
