But Chanel opted not to participate in the fashion show (even though the channel is beautiful) when she started direct marketing sessions with leading luxury brands, including the Paris-based department store Gallery Lafeyette, Dior, Prada and Celine, which was closed during the VV-19 epidemic.

Analysts doubt that the channel’s position could soften in the future. Elements that describe the e-commerce of 2020 will blur the lines both online and offline. Channel wants fashion sales to include human interaction and personal touch. But that most valuable interaction between a customer and a vendor can be done on a zoom or in a live stream. “When sales people acquire new equipment, the boundary falls between traditional distance sales and e-commerce,” said Olivier Abta, senior managing director of Public Safety. Luxury products develop a more professional remote sales for new apps and platforms.

More fluid thinking may be in order. “I don’t think digital broadcasting is going to hurt the brand,” says Burnstein analyst Luca Solca. “As always, there is a way to do good and bad. It is really bad to be uncontrolled on many websites with inconsistent prices and poor presentation. On the other hand, it facilitates the positive emotional relationship between consumers and brands through continuous and consumer digital distribution by consistently engaging with live-action stores and providing high-quality consumer service. Recalling that Selka container service works well for the channel, he said: “It is a very good bridge between physical transmission and digital transmission.”

A change of attitude toward a luxury consumer may also require him to reconsider his channel. “My bet is that sooner or later, my bet will be sold online to provide the services that a luxury consumer admires and needs,” says Orteley, a luxury consulting firm and management company. On a rainy evening, after watching a video of their amazing airport sofa from my comfortable sofa with my wife drinking a glass of wine, that was a real product experience. That is a service for many luxury consumers. ”

“Digital can be a big drag, but we don’t want it to cost real money,” says Channel Begon. “For a luxury home like ours, the way we deliver the product and create customer trips is really key to ensuring that we have the right product at the right time. In our view, there is nothing that can replace physical experimentation and the use of the senses.

Evaluate the channel in the epidemic

If it weren’t for the ongoing resilience in the APAC region, Chanel might have felt obliged to relinquish its ability to withstand online fashion sales. A.D. “By 2020, the channel will continue to be a popular brand for luxury and international luxury consumers, and will reflect its popularity on social media,” he said. Vogue Business Index. “The brand’s high exposure to the APAC region has partially prevented it from accessing e-commerce.”

The most visible brand was second only to Charles Vogue The highway between January and September 2020 but Dior was only down 16 percent and its closest rivals Gucci and Louis Vuitton were permanently captured.

If Chanel took the e-commerce route, he would no doubt be selling more fashion during the epidemic. Analysts point out that Louis Vuitton, the world’s largest luxury brand, generated 12 percent of sales by 2020.

But Chanel was playing a long game and always did things at his own pace. “They will continue to pursue a policy of selling face-to-face fashion,” said Ramsburg of HSBC. “If you don’t sell online when the whole world is closed, they won’t start when the world opens.

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