Chanel improves multichannel approach

Endaba Group

From today, Chanel is beginning to sell eyewear online in the US, with plans to eventually include more accessories categories and expand online selling to further regions. They are characterising their e-commerce as an enhancement to their service for their upscale and tech-savvy clientele. Bruno Pavlovsky, President of Chanel Fashion, says this development tightens the “relationship between the brand, the boutique and the customer.” Customers will be able to access the complete collection online and on tablets in store, as none of their 23 freestanding stores in the US has the capability to stock its full eyewear assortment.

This is the French luxury brand’s first e-commerce venture for its vast fashion division. This online channel could become important, given its positive track record with beauty products – Chanel has been selling fragrances, makeup and skin care online in the US for 10 years, their “fastest-growing channel”. Their online and beauty offer has been selling in France since 2014, Brazil since 2012 and their are expanding into the UK next year.

Pavlovsky said they are likely to expand their online eyewear offer to Europe next, followed by Asia, however, they are remaining cautious about going too deep into e-commerce with all of their products. “For fashion, it’s not that obvious,” Pavlovsky said.