Chanel will continue to shun ecommerce for the foreseeable future, according to Bruno Pavolvsky, president of fashion at the French luxury brand.
Pavolvsky told The Business of Fashion that one of the brand’s strengths was its alterations and that consumers need to be able to try on Chanel clothes.
He said: “To be able to wear Chanel clothes, you need to try them on. 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.”
He added that in “two years, three years, five years” it may start to sell clothes online but that there are no immediate plans.
Pavolvsky acknowledged that Chanel has had to adapt to the digital world. “Five years ago, we were doing one advertising campaign per collection. Now we are doing a lot of different content and are obliged to change our mindset.”
He added: “We are in a new world and everything is moving very fast. I’m talking about Chanel News; I’m talking about our booklet, Chanel 31 Rue Cambon; all these tools.”
He added that the “most important” thing is that people can now talk about the brand and that, in turn, the brand itself has something to say on social media, such as Twitter.