On last Saturday night, Christian Dior unveiled Nouvelle Vague-inspired 2011 cruise collection in a massive tent along Shanghai’s celebrated Bund. The show coincided with the re-opening of Dior’s revamped boutique in luxury shopping mall Plaza66 and the inauguration of a retrospective exhibition.

In addition to those “Parisian chic”, how to make a big impact on Internet, where new generation of Chinese ladies spend more time on?

It’s always a challenge for luxury brand to engaging with consumers digitally since it has to keep at a distance with the audience. Finally, Dior found its way to impress the Chinese ladies through a heavily invested and exposure media strategy.

Cooperating with top lady portals / verticals like MSN China, Sina Lady, Onlylady, and Yoka, Dior wholly re-skinned these beauty and fashion communities with its “Lady Blue Shanghai” campaign theme for a couple of days.

What’s your thought on it?

Update (2010.5.20)

“Sales of luxury goods grew 12% in 2009, to $9.6 billion, accounting for 27.5% of the global market, according to Bain & Co. In the next five years, China’s luxury spending will increase to $14.6 billion, making it the No. 1 luxury market globally. In 2009, China overtook the U.S. to become the world’s second-largest luxury-goods market, behind Japan. Roughly half of the luxury goods purchased in China are bought as gifts.”

source: AdAge China