C E Line Will Launch The Brand E-Commerce Platform.

According to the world clothing and shoe net, France has always been far away from the Internet and social media. Luxury goods brand C e line There will be a turning point. C e line will employ Italy. Men's wear S verine Merle, executive vice president of brand Berluti, succeeded Marco Gobbetti as C CEO line's new CEO, and its appointment came into effect on April 1st.

S e verine Merle formally stated that C e line will be transformed into digital upgrading, and the brand e-commerce platform will be launched at the end of the year.

When S verine Merle takes office, she will become the third woman CEO of LVMH group's brand. Besides being vice president of Berluti, she is also the general manager of the French district and the sales director of women's clothing, the most important luxury brand Louis Vuitton of LVMH group. It is reported that S verine Merle will report to LVMH group's fashion luxury department chairman and CEO Pierre-Yves Roussel.

It is noteworthy that C e line has never been active in trying to grab the front seats in the new media train. They have no intention of becoming the popular Masstiege brand nowadays. Instead, they hope to stick to the brand spirit of low key and focus. They think that too much exposure and easy access to the online store will make the brand image cheap. This is just a word that some luxury brands are still hesitant, and even resist the aspirations of the Internet. Pheobe Philo, the creative director of C line, once thought that the exposure on Facebook was like walking naked on the street.

Marco Gobbetti joined C line line in 2008, and worked with creative director Phoebe Philo to quickly realize the Renaissance and innovation of C line. Contrary to most luxury brand practices, under the guidance of Marco Gobbetti and creative director, Phoebe, the company always kept away from the Internet and had no intention to test the luxury brand E-commerce.

However, at present, the industry is difficult to block the trend of the electricity supplier, which means that C e line will have a 180 degree strategic transformation and the brand will finally yield to digital.

Bernstein, a luxury luxury analyst at MarioOrtelli, said earlier that luxury brands had been reluctant to adapt to the digital trend. However, as the growth of the emerging market is weak and the industry gains slow down, the company must "reform" or else it will face a deadlock. According to a survey by BNP Paribas, Paris, the sales volume of luxury goods network is expected to increase by 40% from 2013 to 2020. At the same time, about 62% of luxury sales will be affected by the trend of digitalization, leading to a reduction in sales of pure physical stores.

The luxury brand Chanel was also cold to the electricity supplier, and its fashion department chief executive, Bruno Pavlovsky, said in an interview with 2014 that he hoped consumers could go to boutique and feel that only boutiques could provide Chanel services to consumers, but now the market environment has been reversed, and Chanel has already entered into e-commerce.

"The online fashion and luxury market is becoming more and more important, especially when luxury companies realize that increasing physical stores is no longer the only choice." LucaSolca, a bank analyst in Paris, France, said earlier.

Pierre-Yves Roussel pointed out in the interview that C e line still has great market potential in shoes and high-end jewellery. Data show that by now, the income of C line has increased by more than four times that of 2008, and the sales volume in 2016 has been 800 million euros, which is expected to become another brand of LVMH's one billion dollar club.

In fact, the brand creative director Phoebe Philo has been resisting the Internet. C e line has also rejected online marketing. Up till now, there is no official account of any social media. With the change of strategy at the top of the brand, the early departure of the creative director Phoebe Philo has aroused the concern of the industry again.

Phoebe Philo is a very talented female designer, talented, but also very low-key, retiring at the peak of her career, choosing to go home to have children, and joining C e line after coming back. To be precise, this is not the C Philo line era of Phoebe Philo, but the Phoebe Philo C era, so her every move will bring various conjecture to the industry, and the reasons for leaving several versions, such as the gap with the group, to take care of the lack of energy between the three children in Paris and London.

In 1997, Phoebe Philo, 23, joined Chlo y as assistant design manager for Stella McCartney. 4 years later, he became the creative director of Chlo. In 2006, Phoebe Philo, who left Chlo Chlo for family reasons, and became the creative director of C line two years later. The queen of the minimalist design, who has been able to return to life, successfully transformed the "C line" of the "second line of luxury brands". According to the earlier data of LVMH earnings, C line has become one of the most popular luxury brands of Chinese consumers in recent years.

Earlier informed sources revealed that Phoebe Philo would join the Azzedine Ala a brand of the group. Phoebe Philo has not responded to the rumor of resignation.

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