Dior became the latest high-end brand to sell via China’s WeChat social media network, with the limited edition Lady Dior bag selling out in two days.
Christian Dior became the first brand to sell luxury handbags through China’s social media and messaging network WeChat. The company joins other high-end names in using the direct-to-consumer sales route. On WeChat, Dior sold a limited edition Lady Dior bag with optional customizations.
Customers dragged and dropped various decorative badges to be added to their handbag. Sales were then made directly through WeChat. Available on a Monday, the bags sold out Tuesday.
As storefronts become increasingly expensive, and online sales continue to grow, retailers are finding ways to link the two experiences. Brands making those connections include a supermarket’s chatbot chef helping customers plan meals while in the store and a furniture design company providing in-store pins for customers to push to save items to their Pinterest boards. How might transportation networks work with online shopping habits to provide new experiences?