Online shopping is the best thing that's happened to me since I discovered my favorite One Dollar Pizza place on 43rd and 8th. And even if I'm online window shopping more than I'm actually buying, it's still nice to dream, isn't it? And now, my luxury online shopping dream has come true, because Chanel will launch e-commerce in 2016.
Okay, so maybe I'm online shopping from Amazon and not Chanel, it's still nice to know different price points for the items and add them to the bag and make a super wish list (as in, I'd probably have to be on the nice list for a decade). Chanel's President of Fashion Bruno Pavlovsky told WWD that the online store can open as early as the end of 2016.
Along with Chanel, three of the Métiers d’Art companies, which are owned by Chanel, are also launching an online shop by the end of this year.
Pavlovksy told WWD, “It’s not so much a shift. It’s an evolution to better serve our customers. Some of the customers are able to come into the boutique. Sometimes they don’t 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’s more e-service than a pure e-commerce approach.”
This is a big move for Chanel, considering Pavlovsky has spoken in the past about rejecting the prospect of e-commerce. In 2012, he told Vogue, "Our clothes are quite sophisticated and one of our strengths is alterations," Pavlovsky continued. "To be able to wear Chanel clothes, you need to try them on. You need to be in the fitting room. You need to have a tailor who alters the clothes to fit exactly to your body. I think it's part of Chanel. It's more than just our service. It's part of our differentiation to have ready-to-wear that is perfect for our customers. What we want today - and the way we use digital - is to have more and more people come to the boutique to see the product, to touch the product, but also to try the product." Guess we know who won that fight (hint hint: the Internet).
So welcome, Chanel, to the world of online shopping. I don't think people will ever stop visiting the actual Chanel boutiques to literally window shop, touch, and experience the items, but it's exciting that we now have an online option to scroll through when we feel like it. This move opens their brand up to a new way of shopping, and we certainly can't complain about that.