Dior furthers personalization with customizable handbag

Marion Cotillard models the latest Lady Dior bag

French atelier Christian Dior’s celebrity ambassador is back again to usher in the label’s first customizable bag.

My Lady Dior is the first bag from Dior that allows customers to personalize the design with its varying straps and badges. Actress Marion Cotillard is back as the face for this latest Lady Dior campaign with still images and a film that takes viewers behind-the-scenes of the shoot, but maintains its artistry.

Customizable image
Dior’s latest handbag is hoping to appeal to consumers with personalization through the interchangeable straps customers can now order. The individualization aspect of the bag is represented in its name, My Lady Dior, meaning each bag is unique to its owner.

My Lady Dior bag with customizable strap

The bag’s shoulder strap supports the addition of various badges, named Lucky Badges, also designed by Dior. Customers can choose which one they would like included on the strap such as a heart, the Dior symbol, a flower, a bee, a star, letters and many others.

Available in a range of colors such as bright red, powder pink and mimosa yellow, the My Lady Dior bag is shown off in a series of still images featuring Ms. Cotillard. The campaign creates a whimsical and feminine identity by featuring the actress among a garden on an elegant white chair among pink flowers and lush greens.

A behind-the-scenes film appeals to consumers by letting them in on the action, but Dior does not sacrifice its elegance or highbrow image with the video. With no dialogue or audio, the My Lady Dior film features a score that emphasizes drums with almost Asian tones while snippets of Ms. Cotillard’s photo shoot is shown.

The My Lady Dior campaign 

The film starts out with short clips of the Dior team readying the actress, but footage stops abruptly at her neck. Other images related to the campaign are quickly show as well, such as the estate at which the campaign is being shot, badges from the bag, and flowers from around the garden.

Ms. Cotillard is first shown in full while modeling for the camera with one of the Lady Dior bags. Other clips show Dior’s ambassador while having her hair and makeup touched up and winking to the camera.

Dior’s film ends with a small montage of the charms available for the bag.

Cruise 2017 Lady Dior campaign – Behind-the-scenes

Designing experiences
The French fashion house also released a campaign last year for its Lady Dior handbag that continued its ongoing theme of featuring the French actress.

Ms. Cotillard has been the face of numerous Lady Dior campaigns in recent years, representing the inventive but reserved style that the brand strives for. However, the last campaign certainly differed from its predecessors, perpetuating a continuous aesthetic may have helped Dior connect with consumers (see more).

With bricks-and-mortar sales continuing to decline, social selling is poised to alter the current retail model by facilitating purchases seamlessly through branded communication.

Christian Dior also tried its hand at social selling by offering its followers on Chinese messaging and social application WeChat the opportunity to purchase a limited-edition handbag directly through a post. While not alone in its WeChat efforts, Dior has become the first luxury house to sell a high-end handbag through the app, showing its potential for direct-to-consumer sales (see more).

from Apparel and accessories – Luxury Daily https://www.luxurydaily.com/dior-furthers-personalization-with-customizable-handbag/
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