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The study “Farfetch: Bank of America Merrill Lynch Consumer & Retail Conference 2019” realizes the value of luxury through online sales.
Chanel is one of the most valuable apparel brands, according to Brand Finance.
Carry the inventory of the showcase offline to digital has meant a drastic change in their consumption for many brands.
Chanel opens its online store in Mexico and thus joins a luxury brand in the digital segment, where the purchase of high-cost products has led many of these brands to overcome the reluctance with which they avoided the digital channel.
Luxury purchases through the digital digital channel have expanded so much that it is expected that by 2025, according to the study “Farfetch: Bank of America Merrill Lynch Consumer & Retail Conference 2019”represent 25 percent of the total purchase of these exclusive products, which undoubtedly play a key role in the consumer’s profile.
Chanel e-shop in Mexico
The e-commerce of luxury products has established a new concept of sales through digital elements and Chanel has finally inaugurated its online point of sale in Mexicoonly that it is limited to the sale of perfumes and makeup.
As is well known, luxury sales through online media patent very important exercises on how to make this channel add value to the consumer, in a market that has traditionally based its sales on physical points of sale and on experiences that increase the value of the marks.
Given these exercises, an interesting trademark resource is patented and it is the opportunity that firms such as Chanel to transcend in the high-cost segment, with an offer of perfumes, makeup, accessories and skin care treatments. We speak then of the gigantic perfumery industries, make up Y skincare.
These categories, which are the only ones that Chanel opened for online sales in Mexico, show how important it is for luxury brands to diversify with products that, although expensive, can be affordable compared to clothing. collections or bags.
If we look at the prices of what was opened for sale in its first online store in Mexico, Chanel offers its famous Chanel No. 5 at 3,360 pesos, while the most expensive in her makeup line is a makeup water for 1,490 pesos.
Like Chanel opening its online channel in Mexico, other brands have considered digital sales strategies in the country through resources that break with what traditionally stood out in the market.
We saw the latter with Miniso that went from just focusing its sales on the channel offline to launch their online store in an inventory migration process that many brands have ended up doinggiven the e-commerce sales model that many traditional stores have implemented.
We see an example of this in Mexico, where stores like Sanborns have an online store and now together with other chains like Liverpool o Elektra have also diversified their domains in marketplaces, which are used to undertake online sales as well as to discover the challenges that exist in being able to build brands, which today are essential in the creation of digital sales channels. .
