Dior enters e-commerce arena with Bergdorf pop-up

By

Obi Anyanwu

Published
Nov 16, 2015

Christian Dior and Bergdorf Goodman on Sunday announced the launch of Dior’s holiday pop-up shoe shop on the Bergdorf Goodman website. The pop-up marks the French fashion house’s venture into e-commerce.

The online pop-up went live Monday morning with 14 shoe styles from the Dior 2016 Cruise collection. The 14 styles include the Dior Fusion sneaker, the Dior Verso and the Dior Flore. The atelier tapped fashion influencers, Aimee Song of Song of Style; Leandra Medine of Man Repeller; Shiona Turini of The Cut; editor, Eva Chen; Elle.com’s Kristen Noel Crawley; entrepreneur, Nasiba Adilova and Dani Song of AnarchyStreet to model the collection and promote the launch via social media.
 
Pamela Baxter, President and Chief Executive Officer of Perfumes and Cosmetics Americas at LVMH Moët Hennessy Louis Vuitton, President of Christian Dior Couture, said to the American media, “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 really a win-win for everyone.” She added that the online pop-up will serve as research for further e-commerce expansion.

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The Dior 2016 Cruise collection retails between $830 and $1,100, and is available online through December 31.