Chanel is one of the few brands (along with Celine) that doesn’t sell online, so Amed asked Pavlovsky point blank: Why doesn’t Chanel have ecommerce? Will it ever?
“Perhaps two years, three years, five years from now, we will start to sell [clothing] online,” Pavlovsky said. It’s not a definite answer but it’s still big news from the brand that’s held out so long.
So what’s with the hold up? Chanel wants to get customers in the store to experience the brand, Pavlovsky explained. So even if all you want is a 2.55, which Amed points out could easily be sold online since it doesn’t require alterations like clothing does, Chanel wants you to experience the “world” of Chanel.
“It’s a strategic choice,” Pavlovsky explained. “It’s a choice to say, ‘Guys, you can see whatever you want on the internet, but we want you to come to the boutique, because we feel that in the boutique we can give you the right understanding of the brand.’ So, yes we could sell handbags on the internet. But my feeling is that it’s not qualitative enough and it’s not the kind of service that we want to give to our customers — at the moment.”
Which I have to say, I get. If I ever decide to invest several months of my rent on Chanel I want to go to the store and get the full Chanel treatment. I want to come out of there dripping in tweed and quilted leather and black and white ribbons. Someday…