A few months after informing its Chinese and South Korean customers of a leak of their personal data, the flagship brand of the LVMH group has been accused by the Chinese public security authorities of illegally transferring this data to its headquarters in France.
Dior and its Chinese data: Season 2.
The Shanghai-based subsidiary of the LVMH group’s flagship brand has just been rapped on the knuckles by the Chinese Public Security Authority.
Illegal transfer?
On September 9, the latter published a statement accusing it of illegally transferring its customers’ personal data to its headquarters in France, causing a data leak in May.
Last spring, Dior informed its Chinese (and South Korean) customers that an unauthorized third party had accessed customer data. The company disclosed the information, emphasizing that no financial information (bank details, IBAN numbers, or credit card information) had been hacked and that it had “immediately taken steps to contain the incident.”
Unfortunate turn of events
A few months later, the case has taken an unfortunate turn for Dior’s image in China.
According to the Chinese Public Security Authority, Dior did not carry out the required security assessments before transferring the data abroad, and did not inform users or encrypt the data in accordance with regulations. As a result, the authority explained that it would impose an administrative penalty on the luxury fashion house, without specifying the amount.
When questioned by the Reuters news agency, Dior declined to comment on the matter.
This latest episode is all the more unfortunate as it has once again fueled negative buzz about Dior in China. Last May, when the leak of its customer data was revealed, Le JingDaily mentioned the “risk of undermining brand loyalty in a segment where discretion is paramount,” while concerned comments appeared on the Chinese social network Xiaohongshu (or RedNote), sometimes referring to other Dior data security incidents.
For example, Dior’s official Instagram account was hacked earlier this year to promote a fake cryptocurrency supposedly called Dior official coin.
Read also > Dior victim of cyberattack in China
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