No Online Sales for Chanel

 

France’s Chanel has no immediate¹ plans for online sales of its handbags or specialty² clothing for women, a company official says.

Chanel is one of the last businesses in the fashion industry to turn to the internet for selling products. Many of its competitors are experimenting with websites to find buyers.

Chanel already uses its website to sell eyeglasses and beauty products, as well as perfumes such as Chanel No 5.

But the company has no plans to use the site to sell tweed suits for women or quilted leather handbags, with each costing more than $4,300.

The president of fashion at Chanel, Bruno Pavlovsky, spoke³ about online sales at a conference last month in Paris.

“If you give everything to everyone straight away, I think you lose that exclusivity,” he said. “I‘m not saying we won’t try it one day, but if we do it will be because we’ll really think there’s some added value.”

At first, manufacturers of high-priced goods were slow to develop websites. Many worried that making their products too widely available would hurt demand.

But many businesses are now active in online sales. LVMH (LVMH.PA), parent company to Louis Vuitton, is working with a former official from Apple, the American technology company. The French company recently launched a site for several fashion brands.

Website sales will make up some 10 percent of all money collected in the luxury goods market this year, according to Bain & Company. The company said it expects those businesses to earn 25 percent of their revenue through web sales.

But Chanel’s limited online sales is not hurting the business, Pavlovsky noted⁴. He said the company was reaching a growing number of younger buyers and had waiting lists for best-selling bags.

The company was started by Gabrielle “Coco” Chanel in 1910. Two secretive billionaires, Alain and Gerard Wertheimer, now control the business. The Reuters news agency noted that Chanel does not often release financial results.

Reports registered with the Amsterdam exchange show Chanel’s net profit fell nearly 35 percent in 2016. Sales dropped nine percent to $5.7 billion.

Most major competitors have enjoyed an increase in sales in 2017.

Chanel is no stranger to digital marketing⁵. The company has used media like Instagram and Twitter to share images from its famous catwalk shows and collections by designer Karl Lagerfeld.

But buyers want to try on the clothes, Pavlovsky said. He added that the business would look into providing “e-services” for buyers to reserve items or make store appointments online.

“Every time I‘m in China I meet clients who come and say, ‘whatever you do don’t do e-commerce. The day you do it for us this won’t be exclusive anymore’,” Pavlovsky said.

I’m Susan Shand.

Words in This Story

online – adj. connected to or served by a computer or telecommunications system

fashion – n. the business of creating and selling clothing

perfume – n. a sweet-smelling substance

quilt – n. a bed cover or cloth made from two pieces of material, and filled with cotton or wool

exclusivity – n. special rights or services

brand – n. a group of goods identified by name as the product

1 immediate   

adj.立即的；直接的，最接近的；紧靠的

参考例句：

• His immediate neighbours felt it their duty to call.他的近邻认为他们有责任去拜访。
• We declared ourselves for the immediate convocation of the meeting.我们主张立即召开这个会议。

2 specialty   

n.(speciality)特性，特质；专业，专长

参考例句：

• Shell carvings are a specialty of the town.贝雕是该城的特产。
• His specialty is English literature.他的专业是英国文学。

3 spoke   

n.（车轮的）辐条；轮辐；破坏某人的计划；阻挠某人的行动 v.讲，谈（speak的过去式）；说；演说；从某种观点来说

参考例句：

• They sourced the spoke nuts from our company.他们的轮辐螺帽是从我们公司获得的。
• The spokes of a wheel are the bars that connect the outer ring to the centre.辐条是轮子上连接外圈与中心的条棒。

4 noted   

adj.著名的，知名的

参考例句：

• The local hotel is noted for its good table.当地的那家酒店以餐食精美而著称。
• Jim is noted for arriving late for work.吉姆上班迟到出了名。

5 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。