Chanel Is Still Exploring The Way Of Electric Business.

According to the world clothing shoes and hats net,

Bruno Pavlovsky, President of the global boutique department, said in November 24th that the company would not plan to sell Chanel's clothing and bags on line.

That's the end of the process.

The Reuters commented on Chanel's decision: "when competitors are trying to win new customers through online websites, this is France.

The house is the last one to stick to it.

In 2014, Chanel had said that it would not layout the electricity supplier, but in the second year it launched the electricity supplier plan. From April 17, 2015 to May 7th, the new jewellery series Coco Crush launched by Chanel first tested the water. It was launched on the luxury electric business website Net-A-Porter. After three weeks, it went on sale to the whole boutique shop. In the second half of the year, the eyeglasses series was officially launched on the whole sale of electronic business. In addition, the Chanel cosmetic products also opened up the channel of the electricity supplier, but the company did not intend to continue to go deep in the electricity supplier's road, and chose to stay in this step.

"If you give everything to everyone, I think you have lost the scarcity."

Pavlovsky said in a meeting with Vogue in Paris earlier that this does not mean that Chanel will no longer try the electricity supplier. "If at a time point, we find that the electricity supplier does add value to the brand before going back to doing it."

It can be seen that the attitude of Chanel to the electricity supplier has been vacillating. In fact, this is a common phenomenon of luxury brands. The French luxury brand Celine, which once said "never touch the net," has just opened the WeChat public number.

Not only that, LVMH group launched its vertical e-commerce platform 24 S vres on the same month this year, hoping to bring the brands in the group to consumers in over 75 countries to meet the growing demand for luxury goods. Even 180 year old Hermes has not been able to withstand the trend of digital trends. In the past century, Birkin and Kelly bags, which are scarce and expensive, have started selling online.

At first, luxury brands had been cautious and slow towards digital pformation. The most luxury brands with historical traditions and cultural backgrounds were most worried about the fact that they would dilute the brand value and make their scarce products accessible. But for this year's situation, luxury brands have taken the first step.

According to the Bain report of the consulting firm, this year's online revenue can make up 10% of the luxury brand's performance, and this figure will increase to 25% by 2025.

Because it is not a listed company, Chanel's annual performance report is not open to the public. However, in August this year, the French media Le Monde quoted a 2016 annual financial report submitted by the Chanel parent group to the Holland Amsterdam business department, showing that net profit in the 2016 fiscal year fell by nearly 35% to 874 million dollars, and sales fell 9% year-on-year.

Such a pcript is in sharp contrast to the performance rebound of several major competitors in 2017.

Although the process of Chanel is slow compared with the frequent innovations of other brands, Chanel is not a self serving brand. On the contrary, the great gimmick brought by creative director Karl Lagerfeld every season can always become the focus of Instagram and Twitter.

Instead of embracing the digital market, Pavlovsky says its customers want to really try on clothes, so the company is planning to digitize consumer services, such as booking online products, or booking on line to try out services on the Internet.

He said in an interview, "every time when I meet with clients in China, they will say to me," no matter what you do, don't do electricity supplier. The day when you do business, brand is no longer rare for us. "

However, in the Chanel is still on the road to explore the electricity supplier how to go, any change is possible.

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