Chanel Sets Example Of ‘Exclusivity’ As It Announces The Opening Of Private Stores For Its Top Clients. Wait, Are You One Of Them?
Chanel is all set to treat its favourite customers with special services and its grander than you think. In a recent development, Chanel has announced the opening of private stores for its top-tier clients. Yep, you heard it right.
This launch has been a result of increased sales, and tripled profit earned by the luxury label, in categories like–watches, jewellery, other accessories and ready-to-wear range. The rise in sales resulted in a total share of 50% jump from the year 2021 to now $15 billion USD. This definitely is an applaudable achievement for luxury labels who faced a setback during the pandemic as they struggled to get back on track. Unlike the accessories and RTW department, beauty and fragrance sales have been muted, with respect to direct-to-consumer sales.
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As announced by Philippe Bondiaux, CEO of Chanel, the luxury label will inaugurate private boutiques for its top-tier clients to support traffic from its top-spending buyers. That’s quite interesting and a great marketing strategy too. The private stores in the making will be serving its top and most loyal clientele. Only second to Louis Vuitton in the list of top game players in the luxury industry, Chanel has still not made up its mind about selling fashion or watches online. This also sheds the light on the importance of ‘exclusivity’ which the label holds very dearly.
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This latest move by the luxury label also reflects its business ethics and strong customer bond, wherein it still believes in protecting its “customers and in particular our pre-existing customers. We’re going to invest in very protected boutiques to service clients in a very exclusive way.” To offer special services in such exclusive stores, Chanel is already on a look out for more than 3,500 new employees to fill different positions. The private boutiques will commence services starting from the year 2023 in major Asian cities.
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