So, back to the announcement... A few weeks ago Chanel announced that it won’t launch eCommerce site for another 5 years — if EVER! Chanel's CEO Bruno Pavlosky gave a very frank response regarding the anticipation for a Chanel eCommerce site. I wonder if he knows that you can buy just about anything on any third party eCommerce site... Have you heard of eBay, Mr. Pavol's Dogs!
He stated that the physical experience of quality as imperative to brand:
It’s a strategic choice. It’s a choice to say, ‘Guys, you can see whatever you want on the internet, but we want you to come to the boutique, because we feel that in the boutique we can give you the right understanding of the brand.’ So, yes we could sell handbags on the internet. But my feeling is that it’s not qualitative enough and it’s not the kind of service that we want to give to our customers — at the moment.
It is "cool" that he is PURPOSELY missing out on millions of dollars of sales (quantitative) just so he can retain his notion of the consumer's (qualitative) experience of his goods? Totally a unorthodox move, right?