Dior taps WeChat’s direct-to-consumer potential in social selling effort

Luxury Daily – With bricks-and-mortar sales continuing to decline, social selling is poised to alter the current retail model by facilitating purchases seamlessly through branded communication.

French atelier Christian Dior recently tried its hand at social selling by offering its followers on Chinese messaging and social application WeChat the opportunity to purchase a limited-edition handbag directly through a post. While not alone in its WeChat efforts, Dior has become the first luxury house to sell a high-end handbag through the app, showing its potential for direct-to-consumer sales.
“While social selling represents another sales channel for retail, its impact on total sales has been very minimal and it’s not a ‘silver bullet’ to retail success,” said David Naumann, vice president of marketing at Boston Retail Partners.

“Retailers will continue to experiment with different social media campaigns across multiple social media platforms where their target audience is active and concentrate on the ones that are most successful,” he said. “The recent success Dior experienced with its WeChat campaign of limited-edition handbags in China was phenomenal.

“According to a BI Intelligence report, 90 percent of WeChat users are in China with nearly 700 million users based in China.”

Mr. Naumann is not affiliated with Dior, but agreed to comment as an industry expert.

Read full article: Dior taps WeChat’s direct-to-consumer potential in social selling effort

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