Chanel Goes E-Commerce!
Chanel is one of the last fashion brands standing that does not offer e-commerce on products other than cosmetics. It has upheld a strong standard of not allowing customers to shop its high-end product online.
Well looks like Chanel finally realized that in order to survive out there, you have to appeal to the masses, and as the masses grow, you have to make some serious decisions.
Bruno Pavlovsky, the French luxury house’s president of fashion, told WWD that it plans to launch e-commerce in some form by the end of next year. Although details on what products will be available, the company also plans to launch e-commerce sites for milliner Maison Michel, Barrie Knitwear and glove-maker Causse alongside its own.
Aside from licensed products like sunglasses, cosmetics, skincare and fragrances, Chanel is one of the very few luxury brands that has strategically not allowed their products to be sold online.
“Fashion is about clothing, and clothing you need to see, to feel, to understand,” Pavlovksy told Bloomberg in 2013. It’s also a luxury brand, and a hallmark of luxury is exclusivity. But it’s also probably more strategic than that. In Chanel’s case, most of its revenue comes from those licensed products, so it’s not necessarily worth it to make ready-to-wear available online when the customer base for it is so small.
Dibs on everything.