Dior Will Launch E-Commerce Services To Use Holiday Pop Up Shoe Store To Test Water.

Luxury brands refused to enter the last fortress of e-commerce.

Dior launched e-commerce services this week.

Of course, the most popular products are Dior Fushion sneakers, plus Dior Verso and Dior Flore high heels and flat sole shoes.

Inevitably, luxury giants refused to enter the last fortress of the electricity supplier and will be breached.

According to the latest news

This week will launch e-commerce services, Dior a new strategic plan is in progress.

It is revealed that Dior's electricity supplier strategy did not put the brand on the whole line of goods, but used the holiday type pop up shoe store to test the water electricity supplier with Bergdorf Goodman.

This year, CHANEL, Hermes, GUCCI and other luxury brands announced that they had entered the electricity supplier and constantly tested the online shopping test.

"In North America, Dior doesn't have an e-commerce platform," said Pamela Baxter, President and CEO and Christian Dior garment president of LVMH group perfume and cosmetics.

The goal of this cooperation is to truly share the user groups of both sides through partnership with Bergdorf.

This will be a real win-win. "

From Monday to December 31st, 14 kinds of shoes for the Dior2016 holiday series will be landed.

Of course, the most popular commodity is Dior Fushion.

In addition, there are Dior Verso and Dior Flore high heels and flat sole shoes.

Dior has recruited a large number of social media fashion celebrities, including Instagram Eva Chen, Shiona Turini working in The Cut, The Manrepeller Leandra Leandra, and fashion bloggers.

Bergdorf President Joshua Schulman is also the protagonist of this cooperation project.

He said he proposed the idea of cooperation to Dior two years ago, and took a year to put it into practice.

In recent years, Alexander Wang and Chanel have also launched special shop stores on the platform.

Schulman said: "users like shopping online.

Their demand has been suppressed for too long by brands that have so far no online shopping.

C e line is also one of the few remaining business operators.

It is also a brand of LVMH group.

Fashion headline has reported that Chanel entered the electricity supplier this spring and worked with Net-A-Porter to launch the small jewelry series Coco Crush.

Recently, in the US market, Chanel has added Sunglasses products to the existing cosmetics business.

As for why Dior stayed away from business for so long, Baxter said: "for us, the relationship between retail experience, expert sales team and customers is crucial.

Frankly speaking, we do not know how this relationship should be built online.

Some of our salespeople are very clear about who their customers are.

Our physical stores also have special projects to attract new customers.

As long as we find a way to connect this relationship online, we will devote ourselves to the electricity supplier.

Now, we are a very high-end luxury brand, our price is very expensive, and user relationship experience is still our first strategy. "

Baxter said Dior did not introduce specific plans for its own e-commerce platform.

The company will make use of cooperation with Bergdorf to conduct water trial and research.

Schulman predicts that this will be a great success. He is also very pleased that Dior has chosen to carry out such a landmark cooperation with him.

Schulman acknowledges that every brand has its own strategic strides, and the electricity supplier is the only way for Luxury Retailing.

Baxter said, "to some extent, the customer has made the choice, which is the way she wants to shop.

Luxury consumers often have a very busy and active life. They are used to shopping online and online.

The brand realizes that the two are not mutually exclusive. Consumers can get extra pleasure from the two party experience when one plus one is greater than two.

He also pointed out that 75% of Bergdorf consumers would search online before going shopping.

The 14 items of Dior/Bergdorf online store will also be sold at Bergdorf flagship store in Fifth Avenue, Manhattan.

The relationship between the store and Dior can be traced back to decades ago, but Schulman points out that the brand has grown into one of the fastest growing businesses of Bergdorf.

Owning this exclusive Dior online store, even for a month or so, will be a great achievement for the brand.

Schulman said: "we have launched online brand stores for a long time, but this will be one of our greatest achievements."