Secure your place at the Digiday Media Buying Summit in Nashville, March 2-4
Dior, a typically e-commerce-shy luxury brand, took a digital step forward by selling handbags directly to consumers on WeChat.
Last week, a limited number of the Lady Dior bag went on sale on WeChat, with the only announcement leading up to the release coming the day before in the form of a teaser on the company’s public WeChat account. The message told followers to return the next day for a “surprise,” accompanied by photos of the bags. It sold out within the day, each selling for 28,000 yuan ($4,210). Payments for the bag were accepted through WeChat’s payment system as well as Alibaba’s Alipay tool.
To read the rest of this story, please visit Glossy.
More in Marketing
Pitch deck: Why Amazon believes its premium streaming inventory is worth the money
Amazon is pitching its DSP to make the case.
In Graphic Detail: The state of the marketing agency sector
Revenue figures from Omnicom, Publicis and Havas, and new employment stats, offer a snapshot on a quickly evolving industry.
Future of Marketing Briefing: The mental gymnastics of principal media
Welcome to the psychological CrossFit class of modern marketing. Here’s how marketers are learning to move through it.