Chanel, one of the most iconic fashion houses in the world, has finally embraced the digital era and announced its plans to launch an e-shop for its creations. While the brand has previously resisted the call of online commerce, it is now recognizing the importance of having a strong online presence.
Bruno Pavlovsky, President of the fashion activities of the house on Cambon Street, revealed that Chanel is currently testing the approach of e-commerce and plans to launch an e-commerce website as early as September 2016. There are even rumors suggesting that the brand’s famous double “C” logo will be available on the web in the first quarter of 2016.
Although Chanel already sells perfumes, cosmetics, and sunscreens online, this move marks a significant shift in the brand’s strategy. Chanel is following in the footsteps of many other renowned fashion houses, such as Fendi, which recently launched its first e-shop. The internet now plays a fundamental role in the strategies of major luxury brands, as evidenced by the recent merger of fashion retail sites Yoox and Net-A-Porter to create the “largest luxury store in the world”.
Luxury brands can no longer ignore the shift in consumer behavior towards online shopping. With the emergence of new technologies, customers are now better informed about products and expect unique content. Online sales also provide an opportunity for luxury brands to reach a wider clientele who are accustomed to e-commerce and may not typically visit physical stores.
The digital world offers various possibilities for interaction with customers, and luxury brands must deliver the same exceptional experience online as they do in their physical boutiques. This shift to e-commerce represents a new and effective strategy for luxury brands to connect with their customers.
Sources:
– For more information on Chanel’s plans to launch an e-shop, visit here.
– To learn more about the merging of fashion retail sites Yoox and Net-A-Porter, click here.
