Dior names Jens Riewenherm as Chief Digital Officer

By

Godfrey Deeny

Published
Apr 4, 2018

Christian Dior Couture has named Jens Riewenherm as its new debut Chief Digital Officer, in the latest dramatic change by the new management at the house.

 
“I am delighted to welcome Jens Riewenherm. I am convinced that his talent and experience will strengthen the digital strategy and growth of the Dior omni-channel environment. This represents a vital new dynamic in writing the future of the House, in which a completely seamless online experience aligns our freestanding boutiques,” said Pietro Beccari, President and CEO of Christian Dior Couture. The move is the latest example of house cleaning by Beccari, who joined Dior in January from Fendi, another fashion house within the LVMH luxury conglomerate. Last month, Beccari replaced Dior Homme’s creative director of 11 years standing, Kris Van Assche, with Kim Jones, formerly of Louis Vuitton.
 
The appointment of Riewenherm was effective this week. He joins Dior after taking a six month break, following his October 2017 exit from Mytheresa.com where he spent almost six years as managing director.  

An economics graduate of the University of Münster, Riewenherm began his career in Munich at Payback, a multichannel platform, where he ended up as Head of Brand Management.  In 2007, he became Marketing Director of Value Retail PLC, the leading discount mall shopping center chain in Europe, before leaving to join mytheresa.com in 2012.
 
“Possessing extensive expertise in the fields of e-commerce and client experience, Jens Riewenherm will enable the house of Dior to accelerate omni-channel digital development,” Dior argued in a release.
 
However, his appointment is a tacit admission that the storied maison has underperformed in the digital arena compared with other leading luxury brands. Top level fashion brands do not break out their online revenues in their annual reports, so financial comparisons are complicated. Dior currently retails practically all of its ready-to-wear and accessories collections, except for haute couture, on its own online boutique.
 
On social media, moreover, Dior lags behind its great Paris rival Chanel, especially on Facebook with 16.5 million friends for Dior; while Chanel has 21 million; Burberry 17.3 million; Gucci 17 million; Ralph Lauren 8.9 million; and Yves Saint Laurent 2.9 million, while Fendi has a mere 2.6 million.
 
On Instagram, the numbers are as follows in order of size: Chanel 27.1 million followers; Gucci 22.8 million; Dior 18.9 million; Burberry 11.2 million; Fendi 8.9 Million; Ralph Lauren 7.8 million and Yves Saint Laurent 3.9 million.