A Dior Saddle Bag Campaign Video is Perceived Tacky in China
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French luxury retailer Christian Dior has suffered a PR setback in China with the relaunch of its Saddle Bag, one of the brand’s most iconic items.
Timed to coincide with a global influencer campaign, the launch was marred by a poorly-received advertisement that many Chinese netizens felt made the product – which retails for about US$2650–$6000 – look cheap.
“Is Dior serious? The shooting angle and lighting of the video is absolutely kitsch, and it makes the bag look so cheap,” one person wrote on social media after seeing the video. Another, named “kaichequBBQ” made fun of it, writing “I thought this lady will teach us how to find discounts and coupons to buy it.”
A spokesperson for Dior China said that the video was an outside production, saying “This is not a part of the official ad campaign for the Saddle Bag in China, but footage of how fashion influencer Elle Lee presents the bag. Elle Lee, as a winner of the Miss Hong Kong Pageant (last year), is active in the fashion circle and maintains a good relationship with Dior China.”
The Saddle Bag first debuted in 1999, and was relaunched globally on July 19.
Questions & Answers
Q.When was the Saddle Bag first released by Dior?
When was the Saddle Bag first released by Dior?
The Dior Saddle Bag made its initial debut in 1999. It was then relaunched globally by the brand on July 19, coinciding with the criticised campaign in China.
Q.What was the price range for the Dior Saddle Bag?
What was the price range for the Dior Saddle Bag?
The Dior Saddle Bag retails for approximately US$2,650 to US$6,000. Despite its luxury price, many Chinese netizens felt the campaign video made the product appear cheap.
Q.Why did Dior China state the video was not part of the official campaign?
Why did Dior China state the video was not part of the official campaign?
Dior China explained the video was an outside production, not an official advertisement for the Saddle Bag. It was footage of fashion influencer Elle Lee presenting the bag, filmed by an external party.
Q.Who is Elle Lee, featured in the campaign video?
Who is Elle Lee, featured in the campaign video?
Elle Lee is a fashion influencer who previously won the Miss Hong Kong Pageant. She is active in the fashion circle and maintains a good relationship with Dior China, according to the spokesperson.
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