Chanel still doesn’t sell fashion online—can their digital strategy make it in an ecommerce world? Even though customers can buy the luxury brand’s fragrances, makeup, skincare, and sunglasses on the web, they’ve been known for “famously” not selling their clothes online. Even in the middle of a pandemic when more quarantined consumers have turned to online shopping, they’re refusing to budge on their strategy—and they’ve managed to stay afloat. According to the brand, they’ve developed a lot of online content to engage with customers while keeping their fashion as an “experience” at stores. In recent years, their digital strategy has included a partnership with Farfetch where they developed initiatives to improve customer experiences at their stores, a pop-up shop for fine jewellery line Coco Crush on Net-a-Porter, five-star concierge service offering home delivery, and an ongoing social push that includes Little Red Book, WeChat, and Weibo. (Vogue Business)
