
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.
Ad rendering preventing in staging
Ad position: web_bfu
Ad position: web_bfu