From the iconic first shop at 31 Rue Cambon, Chanel has take the groundbreaking decision to start selling online! In a world that has seen a dramatic shift in high end consumer behavior due to success stories such as Net-a-Porter or LUISAVIAROMA this seems like a natural decision. Yet considering Chanel’s president of fashion, Bruno Pavlovksy, firm stand on online selling, at first sight, we couldn’t be more surprise.

“To be able to wear Chanel clothes, you need to try them on.”

Bruno Pavlovksy, Chanel’s president of fashion

`Still, upon closer examination, it is a logical next step for any luxury brand that wants to stay current in an online driven climate and aims at a very time-challenged clientele. Moreover, Chanel has recently made some significant changes in prices, specifically increase prices in Europe on some of the iconic handbags while decreasing them in China. The official reason for this is the elimination of a growing price gap between the two regions, and we couldn’t more than speculate regarding other financial reasons.

Regardless we can only embrace the decision with cheer and anticipation, as the brand promises to maintain its luxury status, and most importantly costumer service standards.

“It’s not so much a shift. It’s an evolution to better serve our customers. Some of the customers are able to come into the boutique. Sometimes they don’t want to because they want to shop faster and they know exactly what they want, so it should be able to better respond to the customers’ requests. It’s more e-service than a pure e-commerce approach.”

Bruno Pavlovksy, Chanel’s president of fashion

And while browsing for your next Chanel bag be sure that this will only give other luxury brands an incentive to open their virtual store doors as well. Happy online shopping!