CHANEL to focus on traditional retail

In a recent interview, Bruno Pavlovsky, President Fashion at CHANEL expressed a cautious view towards e-commerce: “The Chanel experience is in the boutique. That’s where we want our existing and future customers to experience the brand. I’m not sure you can understand everything through a screen. What is important for us is nourishing our customers at a boutique level.”

CHANEL will open a new 600 sqm store in Paris on rue du Faubourg St Honoré in 2018. Also in the pipeline are a revamped 57th Street store in New York, one in Seoul; and a brand new building in Tokyo behind the Ginza Six.

At the same point, Pavlovsky warns against too much brand diversification, shying from the idea of a Chanel hotel, café or chocolate store.

CHANEL Resort 2018, Paris