In this talk, Dior will explore how the brand has increased its presence in e-commerce, highlighting its key differentiators. Daniela Ota and Helena Costa will talk about the importance of offering a premium experience in the digital environment, highlighting the concept of "mimic" which consists of replicating the exceptionality of CX in the online environment. From communication, through frictionless navigation, delivery with exceptional unboxing, art of gifting and after-sales, we will explore how each interaction can reflect the brand's premises and values, ensuring a truly luxurious journey for customers online.