Next Year, Chanel Will Take The Activities Of Physical Stores And Showrooms.

According to the world clothing shoes and hats net, recently, French classic luxury brand.

Bruno Pavlovsky, the chief executive of accessories department, made some bright points in his exclusive interview with overseas media.

When he started embracing the digital strategy, he said that the focus of next year's Chanel will be on physical stores and show activities.

Bruno Pavlovsky revealed: "in 2018, the focus of Chanel will be on the opening of six flagship stores, whether they are new stores or renovated shops."

The six stores are located in the world's major cities, including a new store in 57 street in New York, the first flagship store in Seoul, a new store in Brompton Cross in London, and the new market Copenhagen and Abu Dhabi.

The most important concern is the Chanel St Honor new flagship store opened in mid 2018.

Chanel currently has 190 independent stores.

In December 1st, Chanel just opened second flagship stores at Namiki-D RI, Ginza, Tokyo. After three years of renovation, the store was designed by Peter RI, the designer of the brand store store. Chanel stores were almost designed by him, and every detail had his style.

Recently, Chanel creative director and German fashion designer Karl Lagerfeld brought the brand's 2017/18 handcraft workshop series back to his hometown Hamburg.

Many media speculate that this great master is already more than 80 years old, and that this big show has been chosen in his hometown Hamburg. Does this mean that this is the last chapter of Karl Lagerfeld's fashion career, and it means "falling leaves to return to the root".

Bruno Pavlovsky denied this rumor in this interview. He introduced that Karl Lagerfeld Lagerfeld had discussed with him the location of the show of the senior workshops in the night before.

He said: "it is very important to tell Chanel's brand legend. Every big show conveys brand influence to our customers and brand fans."

Bruno Pavlovsky talked about the grand ceremony of the Chanel 2017/18 Greek goddess theme holiday series released in Paris last May in Chengdu, China.

He said: "the show has hit 698 million hits on Chinese social media such as WeChat and micro-blog.

This gives more people the opportunity to witness and feel the fashion culture of Chanel. "

Bruno Pavlovsky revealed that in the Chinese market, Chanel has plans to open stores in China World Trade Center, Beijing.

After the implementation of the global price adjustment strategy in 2015, the Chanel market has been greatly boosted.

He said: "the global price gap is getting smaller and smaller. I see more and more Chinese consumers begin to enter the local Chanel stores instead of buying luxury goods through overseas tourism shopping."

But it is worth noting that relatively speaking, the sales revenue gained by Chanel from Chinese consumers (less than 10% of global sales) is lower than many of its competitors.

This means that the market has great potential for growth in the future.

And one of the important points is to play the power of China's local fashion opinion leaders (KOL).

Bruno Pavlovsky introduces that some of these KOL fans in China are as high as 2000 million ~2500 people. They know very well that fans want to get attention from their concerns and view their fashion and brand, rather than just promoting a brand.

He said: "a Chinese KOL once told me that their fans wanted to know the true view of KOL, rather than just seeing KOL being advertised after being employed by a brand.

As a brand side, we need to pay attention to this and not confuse the two.

Therefore, we did not sign any KOL contract. "

In the view of Bruno Pavlovsky, luxury brands need to deal with the balance between the uniqueness of goods in stores and the cultivation of broader customers.

Based on this consideration, Chanel has chosen not to pursue the trend of digitalization too much. Clothing and handbag businesses are not planning to open online businesses for the time being.

Chanel was hit by the overall downturn in the luxury sector last year. Net profit fell nearly 35% in 2016, and sales fell 9% to $5 billion 700 million over the same period last year.

As a privately owned company controlled by billionaire Alain Wertheimer and G e rard Wertheimer, Chanel will usually not publish quarterly results, and the annual report will be released much later than the listed companies.

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