- Kristopher Fraser |
Dior has bet on Bergdorf Goodman's BG.com for a successful pop-up shoe shop. The limited-run pop-up shop will run through June 28, and will be the sole online retailer for Dior's fall 2017 footwear collection from June 7 to June 28. Dior, which does not have their own e-commerce, will be using this as an opportunity to reach more customers.
Four influencers, including Camila Coelho, Yoyo Cao, Melina Metsoukas and Mia Moretti have been tapped to model the collection and the returning J'adior slingbacks which are being offered in new colorways this season. Price points for the shoe line range from 790 dollars to 2290 dollars.
All promotional material will include the women in spaces that inspire them.
All of the women have incredible social media reaches. Coelho has 6.2 million followers on Instagram, Cao has 250,000 followers and has expanded her social media celebrity to include a clothing line and e-commerce site, Matsoukas has over 71,000 followers and is well connected to the entertainment industry having directed music videos for Beyoncé and Rihanna and Moretti has over 98,000 followers and is known for her friendship with Katy Perry.
Like most luxury brands nowadays, Dior is working on its approach to e-commerce. Competitors like Chanel and Balmain are diving deeper into e-commerce, and if Dior expects to retain its piece of the market share, they will need to go more digital. With Maria Grazia Chiuri as their creative director, they have a fresh, new product, now it's a matter of how to keep customers buying aside from opulent boutiques.
Photo: via BG.com