New way to sell bags for Christian Dior
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Christian Dior China has become the first luxury brand to sell top-end bags on messaging and social network WeChat.
With an eye on Chinese Valentine’s Day (Qixi) on August 9, it offered its limited-edition Lady Dior bag on the platform this week. It was to be available until today, but sold out on Tuesday.
As a special extra, consumers were able to drag online pictures of decorations on to the bag, so it could be tailored for their preferences.
Buyers could pay through WeChat for the bag, priced at 28,000 yuan (US$4210).
Other luxury brands, including Cartier, Longchamp and Montblanc have already launched online sales platforms on WeChat, providing special services and discounts.
For the first half of this year, Dior’s net profits fell 30.2 per cent to €74 million ($82.8 million).
Questions & Answers
Q.What kind of product did Christian Dior China sell on WeChat?
What kind of product did Christian Dior China sell on WeChat?
Christian Dior China sold a limited-edition Lady Dior bag. This was a top-end bag offered specifically for Chinese Valentine's Day on the messaging and social network platform.
Q.How long was the Lady Dior bag expected to be available for purchase?
How long was the Lady Dior bag expected to be available for purchase?
The Lady Dior bag was expected to be available for purchase until today, which is specified as August 9. However, it sold out earlier, on Tuesday.
Q.What unique customisation option was offered to buyers of the Lady Dior bag?
What unique customisation option was offered to buyers of the Lady Dior bag?
Buyers were able to drag online pictures of decorations onto the bag. This feature allowed them to tailor the bag to their personal preferences before purchasing it.
Q.What were Dior's financial results for the first half of this year?
What were Dior's financial results for the first half of this year?
Dior's net profits for the first half of this year fell by 30.2 per cent. Their reported net profit for this period was €74 million, which equates to $82.8 million.
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