Retail in Asia

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ABCDior pop-up comes to Singapore


French fashion house Dior has brought its latest luxury retail experience to Singapore – opening its new ABCDior pop-up store, showcasing the maison’s savoir-faire capabilities to Asia.

SEE ALSO : Bose debuts a new pop-up store in Changi Airport

Located at the Dior boutique in Marina Bay Sands, ABCDior allows Singapore customers to personalise Dior items by embroidering names, initials or a word on a vast selection of Dior Obique goods, which are made from quality-stitched canvas. Shoppers can receive the personalised goods within 72 hours.

Items on sale include the Paris brand’s Book Tote –celebrity-favourite that takes one and a half million stitches to produce – in the pop-up colours like burgundy, navy and olive.

Then there is the Diorcamp bags, the brand’s signature messenger bag, which is also up for personalisation, in the same three colourways.

As for footwear, Dior’s Walk ‘n’ Dior sneakers are available for customisation via the new pop-up. A two-tone label (up to 3 letters) can be hand-riveted to the back of the shoe, as part of the personalisation.

Prior to Singapore, the ABCDior pop-up was previously in Hong Kong back. Located at Pacific Palace mall, the pop-up offered the same items and personalisation.

The Asia roadshow for ABCDior pop-up chimes in with Dior’s recent concentration on non-European markets. The fashion house opted to show its Resort 2020 collection in Marrackech, Morocco. The looks boasted African-inspired elements such as wax-cottonmade at the Uniwax printing plant in the Ivory Coast, promoting local designers, artisans and artists.

It has also opened regular Dior pop-ups this season in Ibiza and Mykonos during the popular summer holiday period.

LVMH Group – the owner of Dior, among other luxury brands — posted first-quarter revenues of 12.5 billion euros ($14.1 billion) in the period.

SEE ALSO : LVMH’s 2018 sales revenue hits record high

The ABCDior Singapore pop-up runs from June 20 to July 14, 2019. It is located at The Shoppes at Marina Bay Sands, Level 1, Grand Colonnade South.