Joan Kennedy
Retail correspondent at Business of Fashion who reports on luxury pricing and strategy, providing data-driven analysis and examples from brands like Dior and Chanel.
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Feb 18, 2026 • 20min
How Dior and Chanel Are Winning Back Aspirational Shoppers
Joan Kennedy, Retail correspondent at Business of Fashion who tracks luxury pricing and strategy, breaks down how Dior and Chanel are adjusting after steep post-pandemic hikes. She discusses their shift toward smaller leather goods and playful low-price items. The conversation covers merchandising tactics, storytelling and whether creative leadership can reignite desire among aspirational shoppers.
