Will Luxury Brands Follow Dior’s Digital Approach This Singles’ Day?

What Happened: On October 13, Dior, under the umbrella of the world’s largest luxury conglomerate LVMH, announced on their official WeChat account that the brand’s first-ever Singles’ Day limited series will be available on their official WeChat boutique and website on October 15. In addition jewelry, belts, the launch features limited-edition handbags made of soft lambskin, with the iconic Cannage motif, and topstitched with the classic Christian Dior logo.

Jing Take: Dior’s limited series launch is not only the brand’s first Singles’ Day initiative, but also the first special launch led by a leading luxury brand for this popular shopping occasion. Unlike Chinese Spring Festival or Qixi Valentine’s Day, which embody emotional factors or traditional customs, Singles’ Day — also known as Double 11 Festival — was originally merely an e-commerce sales promotion event on Tmall when it debuted on November 11, 2009.

Dior’s Singles’ Day launch is a further bet on the importance of China’s digital channels, coming on the heels of Dior’s beauty business going live on Tmall. Given that this year’s Double 11 battleground will be more crowded than ever, Dior has taken the unique approach to offer their limited series collection only on their official WeChat boutique and website instead of the oversaturated luxury playground on Tmall. However, beyond popular shopping events like Singles’ Day, rival luxury players must think past simply offering discounts and, like Dior, continue to fine-tune their understanding of China’s vast digital landscape in order to gain market share.

The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.