Chanel Expands Luxury eCommerce Business With Eye-Wear
Chanel announced back in March a plan to launch an eye-wear eCommerce in some form by the end of 2016. A month later, the company beta-tested a limited-edition capsule collection on Net-a-Porter. It marked the first time Chanel sold anything other than its licensed beauty products online.
On Monday last week, the famed fashion house revealed its new e-commerce platform dedicated entirely to eyewear. The licensed category — produced by partner Luxottica Group SpA since its debut in 2000 — will potentially lay the groundwork for the online sale of additional accessory categories in the future, according to an interview with Fashion President Bruno Pavlovsky in WWD.
Accessible through the US division of chanel.com, the multilateral online boutique is live now and stocks every pair of Chanel glasses imaginable—including styles that have come straight off of the runway. Designed to provide a unique shopping experience that’s on par with the service you’d expect at any Chanel boutique, the site allows shoppers to dictate their search and compare glasses by laying a variety of styles side by side on a virtual black velvet tray.
Also featured on the site is a section called “Behind the Lens,” which is a changing editorial platform that focuses on the world of a different Chanel tastemaker each month via a series of intimate videos and photographs. First to be featured is one of Karl’s youngest muses and the face of this year’s Pearl eyewear collection, Lily-Rose Depp.
Go behind the scenes with Lily-Rose as she shoots her first campaign for the house and follow her journey as she explores Gabrielle Chanel’s Paris apartment.