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The ban on e-comm sales has been lifted (sort of).
By Allyson Payer
Dior Cruise 2016 – P 2015
Christian Dior, along with other luxury brands Chanel, Celine and Hermes, has held steadfast to its ban on e-commerce sales, despite industry pressure. Until now, that is.
WWD has announced that the fashion house is taking an interesting approach to online retail. Starting Monday morning through Dec. 31, shoes in 14 styles from Dior’s resort 2016 cruise collection will be available for purchase at Bergdorf Goodman’s online store as a holiday pop-up shoe shop.
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This is the first time that the brand will have sold ready-to-wear pieces online in the U.S., aside from sunglasses and cosmetics. According to Christian Dior Couture President and CEO Pamela Baxter, “The whole purpose and goal of this was to really leverage our partnership with Bergdorf and push the client base that they have that we don’t have. It’s a really a win-win for everyone.” Baxter also said that Dior has no concrete plans to permanently sell online and that the company will use the Bergdorf Goodman partnership as research.
The shoes will range in price from $830 for flats to $920 for pumps and up to $1,140 for street-style star favorite the Fusion sneakers. Dior decided on shoes due to the success of Christian Louboutin’s recent “nudes” collection with Bergdorf.
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To promote the pop-up, Bergdorf called upon “social media fashion influencers” including Eva Chen, Aimee Song and Leandra Medine. See the influencers wearing their favorites selections from the resort collection here.
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