October 1, 2014
French couture house Christian Dior is hosting its seventh annual auction to benefit Look Good Feel Better, a charity aimed at improving the self esteem of women undergoing cancer treatments.
Through the online Dior Auction, happening Oct. 1-10, consumers can bid on exclusive experiences and luxury items from Dior and partners, such as admission to the Academy Awards and a vintage Lady Dior handbag. Partnering with a female-focused cause will help Dior bond with its consumers.
Contributing to the cause
On the site, auction items are presented as a way to embrace a certain type of diva. For instance, an internship at Dior is perfect for the “professional diva,” while the “stylish diva” would appreciate closet organization from a fashion editor.
Dior Auction Web site
Many of the offers are branded, including the chance to be the first to try out Dior’s L’Or de Vie La Cure anti-aging treatment.
There is also a trip for two to Paris, where the pair will have a private tour of the haute couture salon and perfumery lab. The duo will also be whisked to Versailles, where Dior filmed its latest J’adore Dior video with Charlize Theron.
To bid, consumers must register for an account, which automatically signs them up for Dior’s newsletter.
All bidding is done by proxy. The bidder inputs the highest amount they are willing to pay for an item, and then the site bids for them in increments until they are the highest bidder.
If a consumer is outbid, they will receive an email letting them know and will have the chance to change their bid.
In addition to the auctions, there is a "Dior Secret Admirer" package that can be purchased by multiple consumers immediately for $600. With this, a special person in the buyer's life will receive monthly boxes of products signed from a secret admirer.
Another subscription sends out Dior nail polish each month for a fee of $250. This will feature a range of shades and limited-edition colors.
Promotional image for Dior Vernis of the Month Club
Offering branded experiences for a good cause is one way labels can bring their fans closer.
For instance, U.S. fashion label Oscar de la Renta partnered with experience marketplace IfOnly to give two consumers an insider’s look at the brand’s upcoming show at Mercedes-Benz Fashion Week in New York.
The package included two tickets to the brand’s spring/summer 2015 runway show and backstage access. Offering this branded experience allowed Oscar de la Renta to connect with two of its loyalists, while raising money for a cause it selected (see story).