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Delivering Dior to the Chinese luxury consumer via DiorMag Chinese edition

This March, Dior launched an online fashion magazine through their website filled with articles, images, current news and product galleries divided into various sections. With this new digital venue, the brand hoped to pose itself as a storyteller, entertainer, and purveyor of high luxury. Now, a third edition of the magazine has been published in Mandarin in honour of the haute couture collection Dior is presenting this week in Shanghai. It offers, among many other features, a behind-the-scenes look at the couture collection.

"For a global fashion brand like Dior, you cannot be in the luxury industry and ignore China," said Christine Kirk, CEO of Social Muse Communications, Los Angeles. "China has become a world hub for luxury brands because there is demand there. Affluent Chinese buyers look to luxury brands when making their purchases so this is a natural fit for Dior."

(Source: red luxury)