Dior Promoted Its Luxury 'Lady Dior' Bag Exclusively Through WeChat
Laura McQuarrie — August 5, 2016 — Luxury
References: luxurylaunches
Social media marketing is an essential tool for driving the sales of luxury goods, but Dior made use of it in an unconventional way to promote its limited-edition Lady Dior bag. Rather than taking to Facebook or Twitter, Dior selected popular Chinese social network WeChat as a place where people could buy the luxury bag as part of an exclusive sale for users of the app.
The Lady Dior bag was offered in a rose color that supports the advertisement's suggestion to purchase the luxury item for Chinese Valentine’s Day in August. Before making a purchase, consumers had the option to customize a few details on the bag.
While the exclusive sale was set to run for a full four days, the sale had to be cut short, since all of the Dior bags were sold out by the second day.
The Lady Dior bag was offered in a rose color that supports the advertisement's suggestion to purchase the luxury item for Chinese Valentine’s Day in August. Before making a purchase, consumers had the option to customize a few details on the bag.
While the exclusive sale was set to run for a full four days, the sale had to be cut short, since all of the Dior bags were sold out by the second day.
Trend Themes
1. Social Media Marketing - Utilizing social media platforms for unconventional and exclusive sales of luxury goods.
2. In-app Sales - Offering limited-edition products for purchase exclusively through a mobile app.
3. Customization - Allowing consumers to customize details of luxury products before purchase.
Industry Implications
1. Luxury Goods - Using social media and mobile apps as channels for targeted sales and promotions.
2. Fashion - Exploring new ways to create exclusivity and personalization in luxury fashion sales.
3. E-commerce - Leveraging digital platforms for direct sales and customization options.
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