Set to trailblaze an entirely new retail experience to its patrons, Chanel has just announced an exclusive global multi-year Innovation Partnership with leading e-commerce platform Farfetch.
An initiative that sees both companies working together to create a unique augmented retail concept that will deliver an unparalleled customer experience both offline and online, in-store and out-of-store for Chanel.
With that said, Chanel will not be selling its ready-to-wear and handbags online. Right now, it will maintain its exclusivity for its core products and only have its beauty and eyewear collections available for e-commerce.
He continues saying, "Fashion cannot be totally digitised. Between 75-80 percent of fashion sales are still undertaken in bricks-and-mortar stores. And that won’t change.
"The store still offers an experience you cannot get online: the relationship with the staff; the story; the touch and feel of the products. But what needs to change is the way stores interact with clients."
Officially named "Augmented Retail", this venture merges the beauty of brick-and-mortar retail with the convenience of personalised interaction and information sharing of digital platforms.
Marking the first of its kind in the luxury fashion market, the partnership also sees Chanel investing in Farfetch, joining its existing shareholders.
The "Augmented Retail" concept is set to roll out in one of Chanel's boutiques in France later this year.