next year, you can buy a chanel bag online
The brand will go digital as early as late 2016.
Your favorite Chanel pieces will soon be just a click away, as WWD reported this morning that the French brand will launch e-commerce as early as fourth quarter 2016. Coming off the New York presentation of Chanel's Métiers d'Art collection last night, the brand's president of fashion, Bruno Pavlovsky, told the paper that three of Chanel's Métiers d'Art companies have separate e-commerce sites in the pipeline as well. That means glove-maker Causse, milliner Maison Michel, and cashmere house Barrie Knitwear will all digitally launch alongside the Kaiser's mainline.
The move comes as many luxury retailers revise and revamp their digital strategies in the wake of slow growth in emerging markets. While luxury goods retailers, Prada chief among them, have historically invested in brick-and-mortar stores as primary points of sale for blue chip clients with dough to drop, the tide is turning towards the convenience and speed of shopping online.
In a report published last October, financial services firm Exane BNP Paribas scored leading luxury brands on their digital strategies, evaluating each brand's range of product offerings and e-commerce experiences. "Digital is expected to produce on average c.40% of growth in the personal luxury market, luxury goods players seem slow in building digital capabilities....with a few notable exceptions," the report states.
Those exceptions include Burberry and Louis Vuitton, despite other LVMH-owned brands including Fendi and Celine (whose creative director Phoebe Philo once said "I'd rather walk down the street naked than join Facebook") lagging behind. Although Chanel eked out ahead of Givenchy and Saint Laurent, the brand still fell below average in both digital customer experience proficiency and e-commerce strategic reach.
Although Chanel's e-comm strategy is still very much in development according to Pavlovsky, the move can only improve the brand's digital impact, and in all likelihood, its sales.
Text Emily Manning