Reigning luxury fashion brand Dior is making its way into the world of e-commerce. On Nov. 16, the brand launched a selection of its 2016 cruise collection footwear for a holiday pop-up shop with Bergdorf Goodman.
The project was two years in the making with official collaboration plans in the works for a year, according to Bergdorf Goodman's president Joshua Schulman who told WWD he was the first to propose the idea. In the wake of former Dior designer Raf Simons' departure from the brand on Oct. 22, the online shop collaboration could indicate a significant turning point for Dior as it makes a play for online retail.
Pamela Baxter, the president of Christian Dior Couture and president and chief executive officer of L.V.M.H. Perfumes & Cosmetics spoke of the decision, telling WWD, "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."
Dior's collection for Bergdorf is set to run until Dec. 31 to round out the holiday season. The Dior footwear collection features 14 different footwear styles, most of which boast Dior's signature appliqued flowers and crystal embellishments. Along with a crystal-embellished mesh slip-on trainers and sneakers, the collection also features classic pumps and pointed-toe flats with laser-cut details, designed in both black and white. Prices for the shoes range from $830 for the flats to $1,140 for the sneakers.
This is not Bergdorf's first major designer pop-up collaboration; luxury brands like Chanel and Alexander Wang have contributed with their own pop-up installations for the department store in the past.
"The customer likes to shop online. There's pent-up demand for some of these brands that until now have not been online," Schulman stated.
Bergdorf's certainly knows how to tap into its pool of online-saavy customers. For the exclusive Dior and Bergdorf Goodman collaboration, top bloggers and industry names including Man Repeller Leandra Medine, Song of Style's Aimee Song and fashion editor Eva Chen all modeled and promoted the new collection for the Bergdorf's site.
"We launch brands online all the time but this one's a big one for us," stated Schulman.
The new Dior holiday pop-up footwear collection is now available to shop online at bergdorfgoodman.com or at Bergdorf's flagship store on Fifth Avenue in Manhattan. The collection will be available until Dec. 31.