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
Future of Marketing Briefing: Accenture’s Whalar bet: own the room when creator marketing gets complicated
The Whalar deal is Accenture running the same play it ran on programmatic — only this time it got there earlier.
How DUDE Wipes turned to unconventional sponsorships after sports inventory prices surged
As sports sponsorship costs rise, brands like DUDE Wipes are turning to emerging leagues and unconventional placements.
Agency AI pitches are starting to face harder questions
As agencies race to sell proprietary AI the future of marketing, 3C Ventures argues advertisers need more proof.