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Brief Published: 6 Mar 2013

Dior Debut for Raf Simons Prompts Social Media Push


Dior is celebrating the launch of Belgian designer Raf Simons' debut collection for the brand with a raft of high-profile promotions, including blog partnerships, new social media outlets and global pop-ups. 

From February 22 to March 5, Dior is hosting the Spring/Summer 2013 Pop-Up Project at luxury boutiques including Milan's 10 Corso Como, Maxfield in LA, Colette in Paris and New York City's Jeffrey. Each pop-up will feature a product selection curated and tailored to each store, and will also partner with a local blog. Key blogs revealed so far include Leblogdebetty in France, The Blonde Salad in Italy and The Man Repeller in New York – all with the intention of not only creating viral buzz, but also targeting a new, younger Dior customer.

For more on how brands are harnessing the power of a new breed of influencers to reach new consumer demographics, see New Brand Ambassadors.

Trading even further on these relationships to groom the next generation of luxury enthusiasts, Dior is also revving up its presence on social networks. Since it joined Pinterest in 2012, it’s garnered more than 23,000 followers, while its Tumblr page (established in January 2013) has amassed close to 600 re-blogs or comments.

Beautiful imagery, including buzz-worthy, sharable brand images – such as gifs of actress Natalie Portman's La Vie en Rose fragrance campaign, and behind-the-scenes outtakes of new Oscar winner Jennifer Lawrence's new Miss Dior adverts – have all gained traction with followers.

While such connections may not equate to direct sales (yet), it does indicate a brand keenly aware of where its followers now reside – and provides more evidence of the luxury sector coming to grips with the value of social media as a brand/consumer connector. For more on this topic, see Visualise Me: Curation and the Tastegraph, Social Media Seduction and Social Media for the Luxury Sector.

The brand is also using similar tactics to zone in on Asia’s luxury consumers – setting up shop with concessions at luxury boutiques Joyce in Hong Kong, My Boon in Seoul and I.T. in Beijing (see IT Beijing Market for a full overview of this store). It will also partner with Asian bloggers, including China's Tina Leung of the blog Tinaloves and Korea's Yujingoon (known as You Jin), founder of the Special Life blog.