Fashion label Dior has a limited edition hand bag on offer in China, exclusively through the popular social network site WeChat. It proved to be a very successful move, because the hand bag was sold out instantly.
Nearly 4,000 euro
The hand bag was not cheap, because the Lady Dior Small China Valentine bag cost 28,000 yuan (3,800 euro). The company is the first major brand to use WeChat to sell products, something smaller companies had already done.
Dior launched its WeChat boutique on 1 August and started advertising the hand bag shortly after, both on its own account and WeChat Moments. The platform is extremely popular in China and can be compared to a meatier WhatsApp.
Dutch SuitSupply previously stated it considers WeChat to be an alternative sales channel for the Chinese market.