The famous Saddle bag, who does not know it? It is one of the most worn sponsored bags by influencers. Dior recreated the saddle bag after 19 years. Creative director Maria Grazia Chiuri has reintroduced the classic Dior Saddle bag for the brand’s autumn/winter 2018 collections. There is a lot of criticism on the fact that Dior has so many collaborations with many influencers. All of the Saddle bags were gifts from Dior. Diet Prada, a big Instagram account which ‘airs the fashion industry’s dirty laundry’, was talking about a low-key ad campaign. They said Dior set up a media planning with all of the influencers, and they posted the picture with the bag all at the same time with the same pose. It is proven that gifting influencers has a great influence in terms of sales and building brand awareness among Millennials and Gen Z shoppers. But in the case of Dior and their Saddle bag, a lot of Instagrammers and buyers of their products were not amused. It is decreasing customers’ desire for them on account of their ubiquity. Because Dior is giving away so many bags, the exclusivity of the bags is reduced, and many people and customers of Dior are very disappointed.
Puck van Oorschot
Singh-Kurtz, S. (2018, 20 juli). THE DIOR SADDLE BAG IS BACK—IN A THINLY VEILED INFLUENCER AD CAMPAIGN. Geraadpleegd op 10 november 2018, van https://qz.com/quartzy/1333000/users-are-rightly-suspicious-after-dior-saddle-bag-photos-flood-instagram