Why Do Online Stores Develop Rapidly And Luxurious? Why Not Choose Online Sales?

Chanel global president Bruno Pavlovsky answered this question: "fashion needs people to see, touch and understand."

Not long ago, C line's chief CEO, Marco Gobbetti, told WWD that their company was more inclined to communicate directly with customers, so they had to choose a place where they could communicate face-to-face, that is, in the store.

Of course, the right to exclusive operation is the mark of these brands, and another possibility is that they feel that the entity oriented retail operation is a more economic strategic policy. They will not give up sales, but just want to get away with it.

　　 Chanel The interactive media director Katalina Sharkey de Solis said in this case, Dior: "you should look at their business models. This is a diffuse business model, so the percentage of clothing income is actually very small. " She believes that clothing is a brand's license to operate other products in the market. For example, handbags, sunglasses, cosmetics, skin care products, perfume and so on. Most of them can be purchased online. However, this does not mean that these brands do not sell clothes during this period. Strategically speaking, this is a better way to attract customers to shop to buy clothes. If these clothes are sold on the Internet, the volume of customers in the physical store will be reduced.

　　 Forrester Sucharita Mulpuru-Kodali, vice president and chief analyst, said: "there are other brands that give up the opportunity to sell online in order to ensure the uniqueness of the product. Yes, maybe they can increase sales through e-commerce, but the goal of a brand is not always to increase sales, but also to ensure the quality of the brand, so that the enterprise can continue to survive. "

This is a convincing view that for some luxury brands, their clothes are sold online only. Such as Louis Vuitton, Givenchy, Burberry and Saint Laurent, etc., why do they sell clothes on the Internet? This is also related to their respective business models. For example, Givenchy will not sell their women's dresses online, but they will sell T-shirts and sportswear. Saint Laurent is exploring Hedi Slimane, opening a special business model to increase sales of brand clothing. In addition to hot shoes and handbags, luxury stores Barneys and Net-a-Porter will not sell a lot of big gowns and sweaters online. This is just like brand clothes that make celebrities wear the sales of existing garments.

One brand The decision to sell products online may also be a look at who owns it, Sharkey de Solis said. "If you are a listed company, you will surely make yourself more usable. Take Burberry for example, they have adopted the diffusive transmission line of different prices, which is the key to the strategy. Even Bergdorf, Saks and Barneys in department stores provide a unique environment than online sales, because sales personnel can know what kind of customers are buying their products. This is not a period of democracy. The best products usually have customers' pre orders, and these people have long-term buying relationships with department stores. Brand salespeople naturally know who owns these products. "

Mulpuru-Kodali said: "the personal relationship between the rich and the salesperson may be that when the customer buys in a physical store, he can help the salesperson to choose it, and he can get what he wants through this relationship. Salespeople will also be happy. I heard that sales staff in high-end department stores in New York will send SMS messages to customers in different cities when new products are available.