Worldwide brand recognition
The main goal of this online sales launch is apparently to better market its affiliate brands: glove manufacturer Causse, hatter Maison Michel and Barrie Knitwear are also working towards an online sales platform and all three happen to be part of Chanel through its subsidiary Paraffection.
Maison Michel and Barrie Knitwear currently have stores in London and Paris, while Causse only has a Parisian boutique. Chanel now intends to give these brands worldwide recognition through its eCommerce plans.
“It is an evolution to better serve our customers. Some of the customers are able to come into the boutique. Sometimes they do not want to because they want to go faster and they know exactly what they want, so it should be able to better respond to the customers’ requests. So it is more e-service than a pure e-commerce approach”, fashion president Bruno Pavlovsky said.
