Chanel is launching online! It certainly is quite the news to hear today as we watch our signature favourite fashion house welcomed into the 21st century with great aplomb. The immaculate conception from the mind of the unequivocally provocative Coco Chanel had long been stuck to a brick and mortar strategic concept. However, we are no longer in 1909, when the brand itself was founded, nor are we living in a time when electronic commerce was merely a figment of one’s imagination. It was about time and we applaud the house’s move towards a more digital manner of conducting business, ready to take e-commerce by storm. We love Chanel and bringing the house’s products online will help grow revenues as well as bring about more popularity.
Chanel has opted to begin its online adventure with Net-A-Porter, a high fashion retailer founded in 2000 by Natalie Massenet that operated via a website designed in the style of a magazine. It is the perfect posh way for Chanel to debut in the digital world, joining its fashion peers, as they comprise the vast majority of the pieces sold via this now global operation. With multiple fashion retailing sites and about 2600 employees worldwide, Net-A-Porter garners over 2.5 million unique visitors per month in Internet traffic. Net-A-Porter has launched the Chanel Fine Jewellery pop-up shop and we are waiting for the day we are able to shop for clothes on there as well. For now, though, the new collection known as “Coco Crush” created in-house and comprised of five rings and a single cuff created out of 18 karat white and yellow gold has made it out into the clear, becomes available come next week.
Back in late March, Chanel’s Bruno Pavolovsky told WWD that the e-commerce launch would be by the end of 2016. It excited us to no end, just as it currently has us jumping for joy that even a small batch has already been confirmed for purchase over the famous magazine store. It will be available for three weeks only, at prices ranging from $2,150 to $20,500 USD or if we look at it from the British currency point of view between £1,400 and £13,500. To date, the only Chanel items sold online have been makeup pieces. It is exciting to see the age-old fashion house begin showing off its more prestigious inventory to the world as well.
“We are thrilled that Chanel has decided to work with Net-A-Porter on this exclusive initiative,” Alison Loehnis, president of the online retailer, said this morning. “Chanel is a brand that we admire greatly and we are incredibly honoured and proud to partner with them on their first-ever fine-jewellery ecommerce project. This fabulous collection completely embodies the unequivocal chic Chanel spirit – classic, modern and timeless – that is sure to resonate with our customer.”
The digital pop up store itself is a first of its kind, to be an entirely bespoke Coco Crush world, with a 360 photography view of each piece that allows shoppers to zoom into and play about with, examining the product as if they held it in their hand. This will be available for access from PC, tablets and mobile devices, with the Net-A-Porter tech team building the whole thing from scratch. The customization and the control that is kept by Chanel are very important for its modern image, ensuring that it remains as prestigious a fashion house as it has ever been.
Photos courtesy of Vogue