LVMH Moët Hennessy Louis Vuitton SE Knon as LVMH, Paris, formed in 1971 with merger of Louis Vitton and Moët Hennessy took a major decision to come online:
Taking after its declaration in March that it would dispatch its first multi-mark internet business stage, LVMH has uncovered more insights about the goal-oriented – and profoundly expected – dispatch.
The new site for Le Bon Marché – the extravagance retail establishment claimed by the French aggregate – will be called 24Sevres.com, after its Paris address (24 mourn de Sèvres) and will be open for business in the second week of June. It will at first concentrate on womenswear; ship to 75 nations; offer exclusives from 68 brands for the dispatch; and will offer more than 150 brands, around 30 of which will be LVMH-claimed, including Dior and Louis Vuitton, denoting the first occasion when that the two brands will be accessible in a multi-mark online stage.
“Our clients are highly sophisticated and always in search of creativity and innovation,” said Bernard Arnault, chairman and CEO of LVMH. “With the launch of 24Sevres.com, we are offering them a truly differentiated online experience built on our unique expertise at Le Bon Marché in Paris. Shopping at Le Bon Marché is a special and unmissable experience for both local and international clienteles. With 24Sevres.com, our clients can now enjoy this unique feeling every day and night, worldwide.”
It will also be a hub for moving image and innovative visual merchandising (such as on-the-spot video styling consultations), rather than having a focus on editorial content, as with many competitors, including Net-a-Porter, Style.com, Matchesfashion.com, and Farfetch.com. For chief digital officer Ian Rogers (for whom 24Sevres.com is the first major project for LVMH since being headhunted from Apple 18 months ago), this is a key point of difference.
“The move toward social-media platforms like Instagram and Snapchat comes hand-in-hand with the rise of the internet as a more visual medium and of mobile domination,” he told The New York Times. “If you look at our site, we lean far further toward visually led merchandising than the more editorial skew of our competitors.”
As for joining said online luxury competitors, Rogers is confident that with the move by many brands towards omnichannel experiences (a much debated topic at this year’s Condé Nast International Luxury Conference), the time is perfect to strike.
“We don’t want to be early adopters. We have been before and we paid the price for that,” he said, referring to LVMH’s former venture into e-commerce with eLuxury.com, which closed in 2009. “When it comes to the internet specifically, there isn’t necessarily a reward for being first. There is, however, currently a major focus on omnichannel and experience, and we are moving from a mass culture to a mass of niches. If there is quality in what you do, you’re not threatened. Timing-wise, this is exactly where LVMH wants to be.”
Published on Vogue.co.uk (Pics courtesy from Google images )
Taking after its declaration in March that it would dispatch its first multi-mark internet business stage, LVMH has uncovered more insights about the goal-oriented – and profoundly expected – dispatch.
The new site for Le Bon Marché – the extravagance retail establishment claimed by the French aggregate – will be called 24Sevres.com, after its Paris address (24 mourn de Sèvres) and will be open for business in the second week of June. It will at first concentrate on womenswear; ship to 75 nations; offer exclusives from 68 brands for the dispatch; and will offer more than 150 brands, around 30 of which will be LVMH-claimed, including Dior and Louis Vuitton, denoting the first occasion when that the two brands will be accessible in a multi-mark online stage.
“Our clients are highly sophisticated and always in search of creativity and innovation,” said Bernard Arnault, chairman and CEO of LVMH. “With the launch of 24Sevres.com, we are offering them a truly differentiated online experience built on our unique expertise at Le Bon Marché in Paris. Shopping at Le Bon Marché is a special and unmissable experience for both local and international clienteles. With 24Sevres.com, our clients can now enjoy this unique feeling every day and night, worldwide.”
It will also be a hub for moving image and innovative visual merchandising (such as on-the-spot video styling consultations), rather than having a focus on editorial content, as with many competitors, including Net-a-Porter, Style.com, Matchesfashion.com, and Farfetch.com. For chief digital officer Ian Rogers (for whom 24Sevres.com is the first major project for LVMH since being headhunted from Apple 18 months ago), this is a key point of difference.
“The move toward social-media platforms like Instagram and Snapchat comes hand-in-hand with the rise of the internet as a more visual medium and of mobile domination,” he told The New York Times. “If you look at our site, we lean far further toward visually led merchandising than the more editorial skew of our competitors.”
As for joining said online luxury competitors, Rogers is confident that with the move by many brands towards omnichannel experiences (a much debated topic at this year’s Condé Nast International Luxury Conference), the time is perfect to strike.
“We don’t want to be early adopters. We have been before and we paid the price for that,” he said, referring to LVMH’s former venture into e-commerce with eLuxury.com, which closed in 2009. “When it comes to the internet specifically, there isn’t necessarily a reward for being first. There is, however, currently a major focus on omnichannel and experience, and we are moving from a mass culture to a mass of niches. If there is quality in what you do, you’re not threatened. Timing-wise, this is exactly where LVMH wants to be.”
Published on Vogue.co.uk (Pics courtesy from Google images )
