Today, few would argue that China is anything but the world’s most important luxury market. Christian Dior, one of the sector’s biggest brands, has plugged itself into China’s digital ecosystem.
The digital consumption habits of Chinese consumers pose a challenge for international brands targeting the country: the strategies that work in the West don’t often translate well – or at all – in China.
Dior has found success in adapting its social media strategy to local preferences with its eager adoption of social-commerce and experimental apps. But the company's reluctance to engage with local e-commerce platforms reflects a legacy mindset.