Image courtesy of Baby Dior
French fashion label Christian Dior is continuing to build out its Instagram portfolio with the launch of an account dedicated to its children’s wear.
The latest addition brings Dior’s account total up to four and allows the brand to speak directly to its niche audiences with content relevant to individuals rather than a broad approach. Although this social media strategy yields focused engagement, marketers need to produce a continuous flow of content or risk boring the audience.
IG for kids
Dior’s @BabyDior_Official will push content geared toward affluent parents who wish to dress their children in Baby Dior fashions.
The account debuted with a GIF showing a Baby Dior hatbox with scattered flower petals, confetti and grapes moving across the screen. The caption tells followers that “The elegance of mothers and fathers is an inheritance transmitted to their offspring.”
Subsequent posts show children sporting Baby Dior looks, designed by creative director Cordelia de Castellane, and imagery showing the involvement, quality and skill behind Dior children’s wear.
Dior’s Instagram content for @BabyDior_Official features looks for boys and girls from Ms. de Castellane’s spring/summer 2017 collection.
Baby Dior, spring/summer 2017
As a category, luxury children’s wear has seen a number of expansions recently as more and more high-end brands debut “mini me” collections. Fellow French fashion house, Balmain, for instance, launched a children’s wear exclusive with British department store Harrods last month (see story).
In regard to Dior’s Instagram strategy, its primary account serves as its official handle. While its content focuses mainly on brand happenings and its women’s lines, the account also shares beauty, men’s and children’s content.
The brand also operates dedicated Instagram accounts for Dior Makeup (see story) and Dior Homme, launched just weeks prior to Baby Dior (see story).
from Apparel and accessories – Luxury Daily https://www.luxurydaily.com/dior-continues-instagram-diversification-with-childrens-wear-account/
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