In an effort to reach an international audience, Dior and WeChat partnered to release a series of creative advertisement campaigns on the popular Chinese network.
The campaign was promoting Dior's new and limited-edition handbag, which was released just prior to Qixi, an annual Chinese occasion that's similar to Valentine's Day. The gorgeous handbags boasted a pastel pink colorway and featured a customizable element that appealed to a wide demographic of consumers in China who value both luxury products and unique fashion aesthetics. The handbags sold out just one day after the promotional content was posted on online.
While Dior is not the first brand to participate in social selling through WeChat, the brand is the first to retail a luxury item, effectively highlighting the potential that WeChat offers for eCommerce efforts.
In-App Purse Promotions
Dior and Wechat Promoted a New Luxury Purse Through the Social Network
Trend Themes
1. Luxury Social Selling - Luxury brands will continue to look for ways to harness social media platforms like WeChat to sell high-end products directly to consumers.
2. Personalized Luxury Products - Customizable elements have become a trend among luxury products, appealing to consumers who value unique fashion aesthetics.
3. International Marketing Campaigns - International marketing campaigns will increase as luxury brands seek to reach broader audiences through social platforms with a global reach, such as WeChat.
Industry Implications
1. Luxury Goods - Luxury designers can tap into a growing trend for personalized products and social media as an outlet for e-commerce sales of high-priced items.
2. Social Media Marketing - WeChat's innovative platform allows for social selling and presents a disruptive opportunity for luxury brands seeking a new e-commerce channel.
3. Global E-commerce - Businesses exploring international marketing should consider developing campaigns specifically tailored to Chinese audiences and leveraging the social selling capabilities of platforms like WeChat.