How CHANEL can address opportunities and challenges presented by operating in store and online
Since the beginning of the digital era, luxury brands like Chanel have been faced with the dilemma of how they adapt their high end store experiences to the digital realm. After all, should Chanel offer the convenient services pioneered by mass market brands like Boohoo and loose their exclusivity? Or should they keep their exclusivity but loose out on entire generation who grew up with the world at their finger tips? When dissecting this dilemma, it’s important to make clear that unlike games, music and film, fashion cannot be digitalised. This means that luxury brands like Chanel won’t have to deal with the threat that the digital revolution had on the likes of Blockbusters, as in the case of fashion, the physical experience will always play a part in a customers shopping experience. However, that doesn’t mean that Chanel is exempt in trying to find ways of creating synergy between their boutiques and their own online experience. Despite this clear need for an...