Luxury label Dior dives into social selling in China

August 12, 2016 by
Janine Nothlichs

The label is reportedly experimenting to better reach Chinese customers via the very popular social messaging app. Followers were given a unique opportunity to purchase a limited-edition bag directly through a WeChat post.

According to, Christian Dior is the first high-end luxury label to sell an expensive designer bag directly through the app.

Dior promoted a special handbag at the occasion of the Chinese equivalent of Valentine’s Day, ‘Qixi’. David Nauman, an expert of Boston Retail partners interviewed for the article, called the marketing campaign’s success ‘phenomenal’.

The success of this effort shows how important adaptation to local habits and preferences is. WeChat is immensely popular in China, boasting 700mn users in the People’s Republic alone.

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