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
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.
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