# In-App Handbag Sales Dior Promoted Its Luxury 'Lady Dior' Bag Exclusively Through WeChat By Laura McQuarrie | Published 2016-08-04 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/lady-dior-bag References: [luxurylaunches](http://luxurylaunches.com/fashion/in-a-first-dior-is-selling-handbags-in-china-via-wechat.php) Social media marketing is an essential tool for driving the sales of luxury goods, but Dior made use of it in an unconventional way to promote its limited-edition [Lady Dior](https://www.trendhunter.com/trends/lucky-collection) bag. Rather than taking to [Facebook](https://www.trendhunter.com/trends/facebook1) or Twitter, Dior selected popular Chinese social network WeChat as a place where people could buy the [luxury bag](https://www.trendhunter.com/trends/djourney-handbag) as part of an exclusive sale for users of the app. The Lady Dior bag was offered in a rose color that supports the advertisement's suggestion to purchase the luxury item for Chinese Valentine’s Day in August. Before making a purchase, consumers had the option to customize a few details on the bag. While the exclusive sale was set to run for a full four days, the sale had to be cut short, since all of the Dior bags were sold out by the second day. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 66% | Activity: 81% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Luxury Fashion](https://www.trendhunter.com/luxuryfashion) ## Key Themes ### What Makes This Trend Stand Out - **Social Media Marketing:** Utilizing social media platforms for unconventional and exclusive sales of luxury goods. - **In-app Sales:** Offering limited-edition products for purchase exclusively through a mobile app. - **Customization:** Allowing consumers to customize details of luxury products before purchase. ### Sectors Adopting This - **Luxury Goods:** Using social media and mobile apps as channels for targeted sales and promotions. - **Fashion:** Exploring new ways to create exclusivity and personalization in luxury fashion sales. - **E-commerce:** Leveraging digital platforms for direct sales and customization options. ## Related on Trend Hunter - [Annual Summer Pop-Ups](https://www.trendhunter.com/trends/lucky-collection.md) - [Sleek Virtual Handbag Collaborations](https://www.trendhunter.com/trends/tag-bag.md) - [Luxury E-Commerce Apps](https://www.trendhunter.com/trends/ecommerce-apps.md) - [Luxury Digital Fashion Bags](https://www.trendhunter.com/trends/digital-coach-bag.md) - [Luxury Bag Pop Ups](https://www.trendhunter.com/trends/birkin-bag.md) - [Handbag-Themed Bar Takeovers](https://www.trendhunter.com/trends/mo-bar.md) - [Practical Modern Luxury Handbags](https://www.trendhunter.com/trends/djourney-handbag.md) - [Luxury Fragrance-Inspired Exhibitions](https://www.trendhunter.com/trends/stories-of-a-miss.md) - [Fashion-Designer Chocolate Shops](https://www.trendhunter.com/trends/le-chocolat-maxime-frederic.md)