In Brief

The major luxury designer has launched a limited edition purse exclusively through China's popular social network

Luxury brand Dior is the first designer to sell a limited edition bag directly on the massive Chinese social network WeChat. Dior launched its boutique shop on WeChat on August 1st and released an advertisement about the limited edition bag on its official WeChat account then promoted the information on WeChat Moments.

Sales of the leather purse called the “Lady Dior Small China Valentine” began shortly after midnight and quickly sold out online. The bag retails for 28,000 yuan (about $4,200). WeChat is already a popular marketing for retailers in China: small boutiques and brands advertise new offerings through WeChat Moments, but this the first time a major luxury designer has jumped on board.

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