Saturday 24 February 2018

Why Chanel won’t be available online any time soon

Luxury brand will not make the leap online
Luxury brand will not make the leap online

Chanel are one of the few luxury brands that don't operate an e-commerce site.

The label is notable by its absence when it comes to online shopping - you won't find it nestling amongst the bustling brand list on Net-A-Porter, nor can you log on to and enjoy a splurge on their iconic quilted and bouclé goods. But why, when so many other luxury brands have made to leap from Bond Street boutique to World Wide Web, is Chanel not following suit? It's all down to the unique Chanel experience, says the fashion house's president Bruno Pavlovsky.

"We sell a lot of clothes. Our clothes are quite sophisticated and one of our strengths is alterations. To be able to wear Chanel clothes, you need to try them on," Pavlovsky told The Business of Fashion . "You need to be in the fitting room. You need to have a tailor who alters the clothes to fit exactly to your body. I think it's part of Chanel. It's more than just our service. It's part of our differentiation to have ready-to-wear that is perfect for our customers."

Whilst the brand's classic 2.55 bag would undoubtedly sell like hot cakes if it was available through Chanel's website, Pavlovsky says that doing so is simply "not qualitative enough", and does not allow them to provide the "kind of service" that they want to give. Instead, the brand's website aims to simply encourage customers to visit their boutiques.

However, Pavlovsky does indicate that Chanel will make the move into e-commerce eventually, saying "perhaps two years, three years, five years from now, we will start to sell [clothing] online", noting that they already sell beauty and fragrance that way.

But don't worry, if you can't make it to a boutique to stock up on Chanel's hula hoop bag , they can come to you - it's part of their "VIP service".

By Bibby Sowray, Telegraph

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