What happened
Dior is setting sail for China as it looks to expand its Dioriviera beach collection beyond the Mediterranean. The French fashion brand has scheduled nearly a dozen pop-up stores to open in May, June, and July around the world, including Hong Kong, Sanya, Shanghai, and Chengdu. This year’s collection features cushions, placemats, tote bags, ponchos, sailor tops, surfboards, hammocks, and even Vespas — everything needed for the perfect summer getaway.
The Jing Take
Already, the couture house has made waves in localization, setting the standard for other global players in the market. Not only was Dior one of the first luxury brands to launch an official account on Douyin and release a capsule collection exclusively for Singles’ Day, but it also continuously draws on local culture to launch limited-edition items, such as its recent Chinese New Year collection. Granted, it hasn’t always been easy; for example, Dior’s China-geared Book Tote last May came across as gimmicky, while its Spring 2021 livestream was blasted as boring. However, the brand has proven unafraid to get back on the board and ride out choppy waters — an attitude brands could use, especially now, to weather China’s ever-changing market.
Now, Dior further builds out these efforts by bringing its new collection to vacation spots across the country. In addition to strengthening brand presence, the move also helps Dior push the boundaries of brick-and-mortar. With China set to be the first country in history to carry out most of its sales online, retailers have the added pressure of luring customers back in person by offering more creative, immersive experiences. Pop-up stores, therefore, are a smart choice as they offer exclusivity and entertainment to consumers while providing higher engagement at a lower cost to brands. And with Chinese luxury shoppers still stuck at home and looking for places to spend, the Dioriviera pop-ups may have bright days ahead.
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.