Case Study: DIOR

The Brand & Campaign Context

Some brands arrive in China needing to be discovered. Dior has the opposite problem.

The house Christian Dior opened in Paris in 1946 showed a silhouette in February 1947 that the press named the New Look, and it has not had to explain itself since. In China it is 迪奥, one of the small handful of names a shopper can picture without being shown anything.

Its digital record in the country is just as early. In August 2016, for Qixi, Dior became the first luxury house to sell a top end handbag directly inside WeChat. A limited Lady Dior at 28,000 RMB, customisable before purchase, was meant to run for four days. It sold out in one.

So the question a house like this asks is not how to be seen. It already is, constantly, by an audience that talks about it in public and at speed. The question is what to do with that attention, and what not to do with it. Which platform behaviour reads as generous to a Chinese customer and which reads as careless. Which local signal is a real shift in taste and which is a week of noise. What the rest of the category is doing, and whether any of it is worth following.

That is the work here. Consulting, and clear reading of the market and of what actually moves in it, so that a team in Paris and a team in Shanghai are looking at the same picture before anyone commits to anything.