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Dior unveils new website
Dior has had a small revolution. The luxury brand unveiled its new website at the end of 2018. It is now enriched with omni-channel features including pre-orders, personalisation, and an e-magazine. The brand has also launched its women’s ready-to-wear collection for online purchase for the first time ever.
The new website will “make Dior’s luxury and fantasy accessible all over the world for both millennials who embrace online shopping and for other generations, thanks to our new website, as close as possible to our customers’ expectations,” said the brand in a statement.
What this means for the functioning of the website is that the brand has gone for a simpler and more intuitive approach than before. The site draws on the workings of social networks and its accompanying e-zine with a news section and editorial features, “shines a light on the heritage and creative daring of the brand,” according to Dior, referring to new collections and product launches.
On the occasion of the site launch, where the brand’s beauty, homeware, and clothing lines are consolidated, Dior’s womenswear collection was also launched for pre-order purchase just like the first capsule collection designed by the brand’s menswear creative director Kim Jones. The collection was created in collaboration with the artist and illustrator Kaws and was first launched in the US alongside the Baby Dior collection as well as in Japan, where six exclusive products were available for pre-order. The collection then launched in China, where products were available on the country’s popular mobile messaging service, WeChat.
Along with the website launch, the brand has also upped its packaging game. Now, products will come packaged in perfumed tissue paper and a Dior ribbon and, as two signature gifts of the brand, two exclusive packaging boxes have been created- one for men and one for women. The boxes are decorated with images from the brand’s end of year celebrations with Toile de Jouy accents. The packaging’s design reflects both the brand’s history and its current 2019 Cruise collection, available on the website.
Following the launch in the US, Europe, Japan, and China, a new portal for the Korean market will be unveiled on January 4.
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