Kaitlyn Humphrys

Preserving Heritage: How Dior can Strengthen Consumer Loyalty and Positioning Through Digital Strategies

This project explores how Dior can strengthen consumer loyalty while preserving its rich heritage through strategic digital innovations. Focusing on Dior’s core affluent Gen X consumers, it critically evaluates the brand’s current digital initiatives, highlighting misalignments with its luxury identity. By combining primary research with theoretical frameworks, the study proposes digital strategies that enhance brand exclusivity, deepen consumer engagement, and maintain Dior’s legacy in a rapidly evolving digital landscape.