Jose Neves and Bruno Pavlovsky.
By Olivier Saillant.
Chanel have unveiled an innovative partnership with online destination Farfetch to deliver shoppers new experiences both offline and online, in-store and out-of-store.
The partnership is the first of its kind in the luxury retail industry and will include a branded app to help create a personalised in-store experience, which no doubt will entice a millennial customer and appeal to the high spenders. But it looks like this move is not a sign that Chanel will be selling their core products online any time soon.
“To be clear, Chanel will not be selling on Farfetch, nor are we launching ecommerce,” Bruno Pavlovsky, president of fashion at Chanel, told the Financial Times. “This deal is about accelerating and enriching the experience of the client before and after their visit to the boutique.”
The proposed app aims to make shopping worldwide easier by allowing you to store your preferences and size and give you an option to book fittings. And if you ever feel like you just want to browse without anyone approaching you, there is a ‘do not disturb’ function.
The first steps of the partnership will be unveiled at one of Chanel’s boutiques in France later this year.
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