Well you can’t theme a Chanel show around data and servers and not expect some savvy journos to jump to conclusions. Chanel has been dipping its two-tone toe cap into the e-com pool one inch at a time, with make-up, fragrance and even entry level fine jewellery. Surely, the full e-com works isn’t far off?
Prada has taken the plunge, Hermes and Vuitton sell leather goods and accessories, Style.com may potentially help coax things a little more. See now, buy now, certainly makes it all make sense. Even though the stats say that onlu 6% of luxury purchases are made online, the numbers are rising. I guess it’s a generational thing and as millennials (aka digital natives) mature, it’s wise to serve them where they expect it – in stores, online and on mobile. (And who knows, maybe one day, even with Deliveroo-style on-the-street delivery…)
WORDS: Disneyrollergirl/Navaz Batliwalla
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