Balmain, the prominent luxury fashion house, has announced its plans to optimize distribution through various marketplaces in both France and internationally. In response to the Covid crisis, which has accelerated digitalization across industries including luxury, Balmain aims to strengthen its online presence and adopt an omnichannel approach. Simon Cottigny, Balmain’s Chief Digital Officer, emphasized the brand’s significant increase in online orders and worldwide growth. Balmain intends to fully embrace this new reality and expand its online ecosystem.
As digital platforms currently influence 80% of luxury industry sales, Balmain has sought the assistance of Fluent Order Management, a tool that will soon be implemented in its European and American online stores. This solution is expected to enhance Balmain’s visibility on multi-brand platforms such as Farfetch, 24S, and Harrods.com, where the brand already has a presence. In addition, Balmain will be available on the e-shop of Galeries Lafayette, as well as “several other luxury fashion websites.”
Expanding its distribution is not the sole objective for Balmain. The brand is also dedicated to elevating its customer service by focusing on faster shipping, simplified return management, the option for customers to make online purchases and pick up in-store, and enabling products to be shipped directly from a store to a customer’s home. Furthermore, the new solution will strengthen Balmain’s inventory system, facilitating real-time tracking of customer purchases, including product type and location of the transaction. This will enable more efficient goods distribution management and support the implementation of personalized strategies.
Through these initiatives, Balmain is entering a new era in retail. By embracing digital channels and refining its customer service, Balmain is successfully adapting to the evolving luxury market and positioning itself for continued success in the future.
To learn more about Balmain’s digital transformation and omnichannel strategy, you can visit their website at https://www.balmain.com/. Additionally, for further insights into the luxury fashion industry and emerging trends, you may find this article helpful: https://www.businessoffashion.com/articles/opinion/bytedance-the-next-big-thing-in-luxury-ecommerce.
