In the early days of the internet, luxury handbag brands shared very little information about their collections online. Crucial handbag details like bag names, dimensions and even pricing were absent from luxury brand’s websites, and online stores weren’t even a thought. And while the tight-lipped, close to vest tactics worked for a while, forcing consumers to either look elsewhere for information (hello tPF) or head directly to a boutique for the scoop, most luxury brands eventually gave in and joined the world of e-commerce. Still, some brands have been hesitant to follow in the footsteps of their many competitors, but the current state of affairs may force them to change their tunes.
Fashion as a whole has been largely affected by the COVID-19 pandemic. Runway shows have been postponed, wholesale orders cancelled, sales have plummeted and of course, retail stores have shuttered as life is at a standstill. Despite this, some consumers are still shopping, and this unprecedented event has forced retailers of every kind to reassess how they communicate and market towards consumers.
Brands face a unique challenge of trying to acknowledge the tragedies that our world is facing all the while still attempting to drive sales at a time when they need them most. With retail stores closed around both the country, and the world as a whole, brands are relying on their e-commerce channels as a way to stay afloat.
Retailers at every level—luxury included—are sitting on a lot of product, and with brick and mortar stores closed for the foreseeable future, what does this mean for brands that do not offer online sales? While Chanel’s website is currently more informative than ever before, consumers are still unable to purchase a bag online. And don’t even think about trying to locate a price for an item on Goyard’s online home, whose website is antiquated and uninformative. Though Hermès does offer select items for sale on its website, its most coveted bags like the Birkin, Kelly and Constance are nowhere to be found.
While stores will eventually re-open (the big question remains when) it’s impossible to say how long it will take for customers to be comfortable frequenting them. This crisis has forced a lot of changes upon humanity in a very short amount of time and just as teachers have learned to teach from the comforts of their couch, these once digitally un-savvy brands should be willing and able to adapt.
Chanel’s website could easily be transformed into a fully-functioning e-commerce channel, but Goyard, and Hermès operate a bit differently as they pride themselves on the client-associate experience. Both brands could work to offer some sort of digital shopping experiences, at least in the interim. So much uncertainty lies in the future of fashion and the retail experience as a whole and brands that lack a strong online presence would be crass not to revisit their strategies given retail’s current climate.
While it would be nice to see Hermes sell their Birkins’, Kelly’s and Constance bags online I really don’t see it happening. If they did they would lose the level of perceived exclusivity and they need to maintain that to keep their bags ridiculously expensive. Before the “shit” hit the fan I was offered and purchased my dream Birkin, that I waited years to purchase. When they carry it out they are very careful and when they open it they act like they are offering you the Hope diamond. If they sold online they couldn’t offer this “experience”. Also, they want ppl to purchase other stuff prior to being “offered” a Birkin, etc.
On the other hand, I think that Chanel might be willing to open up their sales to e-commerce. I presume their sales have been slipping and many of the SA’s I’ve currently encountered are not very pleasant, but sales might pick up if they sold online. Anyway, time will tell because I feel that it could be awhile before ppl feel like purchasing expensive bags or other items.
Chanel will probably take its cue from Hermes and only offer select items for sale. I think that’s good. Keep the top pieces for the full, retail experience.
I agree about the Goyard website. Now that the bags are ubiquitous and bag enthusiasts are posting prices in forums, trying to keep prices a secret is a joke. That antiquated website looks ridiculous and hurts the brand.
Chanel does currently sell sunglasses, makeup, and skincare online. I think they should consider selling scarves, gloves, and maybeeee their costume jewelry.
I think they should stay away from SLG’s, especially leather goods. I know many people have talked about the plummeting quality. Returning a handbag or SLG would be a nightmare.
I’d say any fashion items good for gifting. The accessories you mention plus the lower prices SLGs. Basically anything under $1000 would be good to offer online.
The world isn’t going to be normal again for a very long time, at least until there’s a vaccine. So yeah, if these companies want to stay alive, things are going to have to change. Besides, I think we could all stand to live without the bullshit, hyped up exclusivity games. Hermes could easily make their quota bags available online to only clients with appropriate histories.