Dior embarks on social commerce on WeChat.

Publication

10 September 2016 à 15h56

Updated on 10 January 2017 à 15h56

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1 minute

Publication: 10 September 2016 à 15h56, Updated on 10 January 2017 à 15h56

Reading time: 1 minute

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Publication

10 September 2016 à 15h56

Updated on 10 January 2017 à 15h56

Reading time

1 minute

Publication: 10 September 2016 à 15h56, Updated on 10 January 2017 à 15h56

Reading time: 1 minute

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To generate sales during Chinese Valentine’s Day (also called Qixi Festival, on August 9 in 2016), Dior set up a unique promotion through the messaging application WeChat. This was selling a time-limited offer of a customised handbag. Dior offered a pink edition of the Lady Dior small handbag for US$4,210. Clients could customise by an interactive app before ordering and paying via WeChat. All 200 editions of the bag were sold out after 2 days. Bulgari also offered a limited edition of...

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