Dior Doubles Down on Shanghai

What Happened: It’s been reported that that Dior’s Pre-Fall 2021 Women’s Collection will be staged in Shanghai on April 12. But it won’t be the first time a leading European luxury brand has presented an offline show in the Chinese city. In 2019, Natacha Ramsay-Levi and Miuccia Prada showcased the Chloé and Prada Spring 2020 Collections in Shanghai. And last year, Virgil Abloh presented the Louis Vuitton Men’s Spring-Summer 2021 there as well. 

The Jing Take: The LVMH-backed brand chose an event date that coincides with Shanghai Fashion Week, ensuring that Dior’s show will receive plenty of media attention. Because of the ongoing global pandemic, most Western fashion weeks decided to move online, turning them into “intimate experiences.” By contrast, China’s fashion event was initially postponed but is now expected to run offline and in-person.

Dior’s fashion show should generate significant buzz on Chinese social media, as it will resonate well with local audiences. LVMH has long understood that cosmopolitanism and the desire to break down global boundaries could easily become Dior’s unique selling proposition (USP). And considering how Chinese consumers feel more connected to Western brands that tap into their cultural zeitgeist and thoroughly understand the country’s local cultural sources, this move feels like brilliant marketing.

The report highlights how country-specific fashion shows “have regularly featured additional looks designed specifically with the China market in mind.” These fashion shows create brand experiences and connections by tapping into China’s cultural influences, beliefs, and aesthetics. In upcoming seasons, more luxury brands will likely unlock their full potential in the Chinese market by following a similar path — a well-balanced fashion show featuring Chinese-inspired looks and Asian ambassadors.

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.