LVMH What Exactly Is The New E-Commerce Website?

After digging up executives from apple,

Finally, digitization has made significant progress.

According to the world clothing shoes and hats net, in June 6th, the preheated LVMH e-commerce website 24Sevres was formally launched, and began to sell to more than 80 countries worldwide.

However, 24Sevres is not built by LVMH alone.

Instead, it is a "department store online version" made by the group's high-end department store Le Bon Marche.

The name of the website is from the location of the department store in Paris.

Le Bon Marche has a history of more than 160 years, and is famous for providing fashion in Paris style and supporting young designers.

In 1984, LVMH bought it.

At present, the newly opened 24Sevres is selling Miu Miu, Chlo, Loewe, Rick Owens, Acne and Kenzo 70 brand products, the future.

The volume will increase to 150, but now it does not sell the two important brands of LVMH, LV and Dior.

As well as offline Le Bon Marche department store, one of the selling points of 24Sevres is to provide limited edition that is hard to find in him.

In addition, 24Sevres is also learning the way of fashion business, and has launched a joint venture with these brands. Now there are 77 Loewe capsules: Hammock bag, Miu Miu Miu Lady bag, Jil Sander's white flower shirt and so on.

"This is the key to our product strategy.

We provide consumers with products that can not be bought elsewhere.

Next, we will launch a joint name with these brands every year. "

24 S vres, the buyer's director, Maud Barrionuevo said.

In fact, this is not the first time LVMH group has built its own electricity supplier.

In 2000, the global luxury giant launched an e-commerce website eLuxury, headquartered in San Francisco.

At that time, the brands sold were Pucci, Celine, Marc Jacobs, Versace, Dolce & Gabbana, Fendi, and so on, which included accessories, cosmetics, garments and children's clothing.

Unlike today's 24Sevres, 17 years ago, LVMH group dared to sell LV and Dior on eLuxury.

However, after 9 years of operation, eLuxury was closed.

According to LVMH's argument at that time, the closure of eLuxury was not due to poor performance. In fact, between 2007 and 2008, the sales data of the electricity supplier increased by two digits. The main reason for the interruption was that many brands of the group were planning their own e-commerce business.

This 24Sevres, LVMH has used a more stable strategy to tie the electricity supplier and its department stores together, and spent 30 months in research and development. It also made the chief digital officer Ian Rogers from Apple job hopping available.

"Why didn't LVMH do not come earlier?" I think the answer should be, they did, but it was very difficult.

Once bitten by a snake, ten years shy of the shaft, they just want to make sure that if we return to this battlefield, we must fight in the right way.

Ian Rogers talked about LVMH's last attempt at electronic commerce.

He also said that the launch of the 24Sevres is still in the vision of realizing Alexandre Arnault.

24Sevres is the eighth start-up company created by Ian Rogers.

In 2001, he founded Mediacode company and was bought by Yahoo Corp. From 2003, he began to take charge of YAHOO's music department.

Later, he was the head of the streaming music department at Beats Music, a digital music company.

In 2014, when Apple Corp bought Beats Music for $3 billion, he joined the apple iTunes Radio team as the person in charge.

Two years ago, when LVMH group found Ian Rogers, it was designed to build 24Sevres.

"They told me that the group was preparing for a project, but only one employee was found, that is, the chief executive officer of the project, Eric Goguey.

Ask me if I want to join.

I'm quite excited.

He said.

This Ian Rogers is responsible for the 24Sevres project. It neither employs external agents, nor introduces third party technology companies, nor uses ready-made electronic business platform. Instead, it builds an engineer team in Paris.

He believes that the difference between what 24Sevres did and what apple did before was not so great.

"The same point is to find ways" to attract the audience day after day.

Ian Rogers said, "the difficulty is that you have to have what is really unique in the market, so that your customers can see it often.

This is actually a challenge of content.

Eric Goguey also agrees with 24Sevres's advantage in selecting goods, "which allows consumers not to accept the product information that comes from them."

He and Ian Rogers think more about how to display these products on 24Sevres, which is what Ian Rogers talked about.

Ian Rogers also recognizes one of the strengths of LVMH in the visual merchandising of products. It brings Louis Vuitton visual display designer Faye McLeod to discuss how to turn the Internet into a visual media platform.

"The Internet is pforming from a word dominated medium to an image and video oriented media."

He said, "now is the time to turn the visual merchandising ability of the group offline online to online."

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These ideas become 24Sevres's ultimate manifestation after practice.

The front page is divided into 10 catalogues. The first place is Ian Rogers and Eric Goguey.

Secondly, they are arranged respectively as "designer brand", "new style", "ready to wear", "shoes", "accessories", "cosmetics" (currently relatively few, only 5 products), and of course, the information about Le Bon Marche in department stores.

On the product catalog page, 24Sevres is relatively concise, usually only providing a model map, and 4 to 5 photos are used to display product details, with a detailed product introduction, but do not provide product maps like magazine blockbusters.

The photo of the product catalog is long.

Eric Goguey says such products display "compare ground gas".

"We will use situational processing to use background plates and props.

Some window displays will be reproduced. "

He said.

In fact, if you only look at the product catalog page, 24Sevres's products are still very hard to shoot.

Like another Net-A-Porter, who is now doing the luxury business, it shows the photos of the product rarely using models, not showing the faces of the models. The modeling of the models is mostly plain and the key is to display the products.

However, Net-A-Porter has a magazine, The Edit, which is dedicated to show the fashion. The content will also be placed on the website, but 24Sevres has not yet provided the fashion content that has been compiled.

Another difference with Net-A-Porter is that Yoox Net-a-Porter has built 7 logistics centers around the world, with 180 customers in the global service market.

The 24 Sevres is shipped from Paris only. The speed of logistics is guaranteed to arrive 2 to 3 days after placing orders.

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In addition to Net-A-Porter, Ian Rogers also counted Farfetch as a competitor.

"Net-a-Porter is a big electricity supplier in the industry. It has more than 350 brands. This number is increasing every day, while Farfetch has more than 3000 designer brands."

He carefully analyzed the number of the two well-known fashion electric providers in the industry, which made him reaffirmed that the advantage of 24Sevres is not to win by quantity.

However, 24Sevres's competitors are not just a Net-A-Porter and a Farfetch.

According to its product features of Le Bon Marche Marche and the buyer's shop, the department stores such as Neiman Marcus, and Saks, Fifth Avenue, and so on, are buying market with them.

However, Tomaso Galli, a brand consultant, believes that many people are tired of big brands nowadays.

There are some magazines before the electricity supplier has the effect of educating consumers and providing information.

"If 24 Sevres can become a platform for the next Vetements, it will be interesting."

He said.

Ian Rogers is full of confidence in 24Sevres.

In an interview with BOF, who held LVMH shares, he quoted data from a research report on Bain & Company.

"Luxury electric providers will be the third largest market after the United States and Japan, with the value of up to US $19 billion, according to the scale of the geographic market. The McKinsey study two years ago also indicated that it would probably be 700 billion US dollars.

So if you want to know where there will be double-digit growth? Where will there be a 30% increase? "Is in the e-commerce channel.

"Obviously, this is a big market," he said.

In addition, he noticed the Chinese market. He used the three words of "chin down" to describe a businessman's reaction after he learned about the business opportunities in the Chinese market.

"If you see what is happening in China, you will panic your chin."

He said, "the number of Internet users in China is two times that of the US. They have reached tens of billions of dollars in trading volume within one day of Alibaba's shopping website (Tmall's" double eleven "should be equivalent to two LVMH.

Of course, Alibaba is not doing luxury goods, but you can observe consumer habits.

Chinese are important luxury customers; you will see how easy and easy they are to buy products online. "

He said.

But in the more than 80 markets that 24Sevres official website announces, the mainland is not listed except Hongkong and Taiwan.

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