Chanel First Disclosed E-Commerce Development Strategy To Expand The Electricity Supplier Market

Chanel revealed that it will further implement the strategy of multi-channel publicity.

According to the latest news from London, Chanel is looking at the electricity supplier network as a tool to enhance its service quality for its high-end and well versed elite customers.

Yesterday, the brand officially began selling eyewear products online in the United States. Chanel said its final plan is to add more accessories and continue to expand the electricity supplier market.

Bruno Pavlovsky, President of Chanel fashion department, said: "we hope to provide users with multi-channel shopping methods."

And the first disclosure of the development of the brand e-commerce, he described it as "brand, boutique, and customers between the bond."

In the 23 independent stores in the United States, none of the 23 stores in the United States has the ability to display a full range of glasses, including more than 500 series, including 2016 nautical fashion seasons, and different specifications.

Now, customers will be able to choose the whole brand products through online shopping mall. If customers go to offline stores, they can use the tablet computers to look at different styles. On a virtual black velvet tray, they can carry out six pairs of spectacles comparison, and try physical testing in stores.

Bruno Pavlovsky pointed out that orders for the tablet stores of electronic stores and stores have been allocated through a centralized distribution center.

Pavlovsky said the goal of setting up an electronic mall is not to expand sales.

It is to improve the quality of our customer service.

The move marks the first time that the French luxury giant has launched an electronic business for its huge fashion sector business.

Since 1983, the Department has been benefiting from the reputation of Karl Lagerfeld, the designer of women's clothing. In the face of the rapid development trend of the electricity market, Chanel, who has been unable to provide e-commerce services through e-commerce this April, finally sat down and announced that it would launch e-commerce services in 2016.

However, Pavlovsky and Chanel Galantic, chief executive officer and chief executive officer of Chanel Galantic, declined to provide their electricity supplier performance forecasts when they interviewed in London.

Galantic said Chanel has quietly cut the number of third side distributors of American glasses by about 20% in 2013 and 2014, mainly by professional optical retailers.

The executive refused to disclose the number of wholesalers left in the field of glasses.

But Pavlovsky suggests that online channels will become a particularly important part, mainly because it can record product trends.

Chanel has ten years experience in online perfume, make-up and skin care products in the US area.

Galantic said: "this has become the most important part of our business, and it is also the fastest growing channel."

Pavlovsky said Chanel will expand its online sales channels for glasses in Europe, and then may enter Asia.

He also suggested that other accessories categories might be promoted to Internet sales in the future, which means that Chanel handbags will not be excluded from the online business.

He said that based on the success of the regional electricity providers in the US, expanding the multi-channel marketing strategy is a gradual process.

But Chanel still has reservations and caution about putting all its products into the electricity supplier.

Pavlovsky said: "for fashion luxury industry, the role of the electricity supplier is not obvious."

Chanel's swaying attitude and rhythmic caution to the electricity supplier, an industry analyst said, because luxury brands have high added value and low output, which is the nightmare of the electricity supplier chain.

In other words, it would be unrealistic to cover the global electricity supplier network without a large amount of inventory.

So these luxury brands must strategically consider how to pport their goods to digital tool oriented consumers.

Chanel has been selling perfume and beauty products on the French line since 2014. Brazil starts in 2012 and plans to open online sales channels in the UK next year.

In recent years, the company has made a small test on the electronic business platform, and has achieved remarkable results.

In 2008, the brand had sold its nautical series handbags, clothing jewelry and textile accessories through the electricity supplier channel. The series carried out fashion shows at the hotel in Miami.

Earlier this year, Chanel launched the Coco Cruch jewelry series to Net-a-porter.com store for three weeks.

Pavlovsky sees this jewelry project as a test water for creating network voice.

"All products are sold out in a very short time," he said.

In contrast, Chanel's digital tendency and "

"Closely linked" and guided by technological development, there may be more subdivisions in the future.

Executives stressed the luxurious nature of the spectacle accessories website. The page is full of features. At the beginning, users will see Chanel's recent advertising blockbuster images taken by Lagerfeld, the main character being Lily-Rose Depp.

She is the daughter of actor Johnny Depp, 16 years old.

In addition, singer Vanessa Paradis will appear behind the scenes.

In addition, the thematic page also includes the craft behind the Pearl series, and a trip to the apartment building of Gabrielle Chanel on Cambon street, which is also a place for Depp to shoot promotional films.

Luxury analysts believe that all brands will enter the electricity supplier, only a matter of time.

"No world-class luxury brands can be absent from the electricity supplier market."

Mario Ortelli, senior analyst at Bernstein Research, said that he predicted that in the next 5 to 10 years, the business channel will occupy more than 15% of the total turnover of luxury goods, which is mainly driven by the promotion of emerging markets. Young and wealthy consumers in the market will be digital elites. Bernstein,

He pointed out that the electricity supplier has affected 62% of luxury purchases, including two stages of commodity inquiries and purchases.

However, Donald Marchand, a professor of strategic execution and information management at IMD, Lausanne business school, Switzerland, says that luxury brands have a long way to go to build business models based on strong ties.

Today, the promotion of most brand products relies on advertising and public relations communication, which promotes the "task oriented" sales of the physical store, and the brand does not have an in-depth understanding of its consumers.

"Entering the electricity supplier is no longer the practice."

He said.

"Customer interaction will be the focus of the brand."

The industry has predicted that luxury brands will eventually manage e-commerce platforms directly, just as their physical stores are gradually getting rid of distributors and wholesale customers.

Exane BNP Paribas general manager Luca Solca once said: "many duplicates.

For example, stores in China no longer drive profit growth.

But when brands start selling online, you will find that consumers are active again.

All luxury brands have no turning back, will embrace the electricity supplier, which is also the most important means to drive the growth of brand performance.

Now

Plan to update editorial content in its official website every month.

The e-commerce site mentioned in the first article can be entered through the US official website Chanel.com, and can also be entered through the recently redesigned fashion app.

To increase investment in digital business, Chanel also developed a app for the Mademoiselle Prive exhibition, which recently ended its three week operation in London's sakey gallery.

The company is gradually coordinating the prices of all fashionable goods, including garments, leather goods, accessories and spectacles products. First, the sailing series launched this month will be adjusted.

The price adjustment is mainly aimed at reducing the price difference between parallel markets due to exchange rate fluctuations, and price adjustment is also applicable to online sales.

The goal is to complete all the price adjustment before the end of this year, except for the Brazil area, because the export tariffs are too high.

Pavlovsky points out that Chanel is expanding its e-commerce business for some professional studios through its subsidiary Paraffection.

Causse, the glove manufacturer, has launched an online sales model. The bonnet designer Maison Michel plans to launch online sales by the end of this year, while Scotland cashmere brand Barrie also plans to enter the electricity supplier market in 2016.

Also next year, Chanel's swimsuit and underwear company Eres will re launch its e-commerce platform in Europe.