Want to know how good product launches work in the social media age? Turn to Dior
Select language to see a machine translation of this article. The original language of the Article is English and the translation is provided for your convenience.

Want to know how good product launches work in the social media age? Turn to Dior

Ever since February, the fashion world has been eager to get its hands on Dior’s equestrian-inspired Saddle bag line. The design, brought back to life by designer Maria Grazia Chiuri, was a dominant force in the “it bag” era of the early 2000s, and found itself in the hands of fashion icons like Beyonce and Sex and the City’s Carrie Bradshaw. At the beginning of the summer, the bags finally dropped – and the way Dior chose to launch them is educational.

LVMH’s share price has appreciated by 22% so far this year

graph 3107 dior


SOURCE: Yahoo Finance

In early July, Dior launched a massive, sudden, marketing campaign around the bags just as they went to market. Suddenly, scores of Instagram “influencers” from all over the globe were posting pictures of the bags, on the same day as Dior’s own campaign release, which featured models posing against vintage cars on Parisian streets. Vogue and Marie Claire each released videos commemorating the drop, and social media worldwide was ignited (in China, fashion star Elle Lee “posed as an elated client in front of a shop mirror” for a Weibo campaign, according to Bloomberg).

Katy Lubin, communications director at fashion search engine Lyst, said: “The Dior Saddle bag is a perfect product to relaunch today. It’s instantly recognizable on Instagram, plays into the logomania trend, and it comes with a serious dose of early-aughts nostalgia.”

According to Lubin, sales of the bags on Lyst have risen 1000%, and a Dior spokesman said that the launch had generated “incredible store traffic.” Lubin added: “It will be interesting to see if such a big-bang launch campaign will speed up the product’s life cycle—if it’s already everywhere then how long before it’s over?”


Dominion holds LVMH, the parent company of Christian Dior Couture, in its Global Trends Luxury Fund.

If you would you like to receive the Newsfeeds daily, please click here to sign up now!

Help us make this Newsfeed better by rating this article. 1 star = Poor and 5 stars = Excellent
0.0/5 rating (0 votes)

The views expressed in this article are those of the author at the date of publication and not necessarily those of Dominion Fund Management Limited. The content of this article is not intended as investment advice and will not be updated after publication. Images, video, quotations from literature and any such material which may be subject to copyright is reproduced in whole or in part in this article on the basis of Fair use as applied to news reporting and journalistic comment on events.