Chanel Launches Experimental Flagship To Design A Next-Gen Luxury Experience

Chanel Launches Experimental Flagship To Design A Next-Gen Luxury Experience
Fashion & Apparel

The French luxury brand is using the flagship to experiment with new digital initiatives in partnership with Farfetch, aiming to remain at the forefront of innovative luxury retail by enabling digitally integrated, hyper-personalized and memorable experiences

Rachel Gonzalez
  • 5 december 2018

One of the most prominent fashion houses in the world, Chanel has opened a flagship that will function as much more than just a shopping destination for the brand: The Paris store will serve as the brand’s primary retail location, but it will also operate as a way to create and test initiatives to improve its digital presence.

The company has been working with Farfetch, online luxury fashion platform, combining its savvy in digital innovation with Chanel’s expertise in high-end retail to enable next-generation luxury experiences. Called Augmented Retail, the initiative between the two aims to integrate the physical boutique with online and digital capabilities to create a shopping experience that is immersive, interactive and streamlined.

The use of different technologies and data-capturing practices will help Chanel achieve its ultimate goal: to enable more personalized shopping. The store itself has a strong emphasis on luxury and VIP elements, as two of the three floors are reserved for exclusive experiences and products, including private meals. Chanel is also developing an app in tandem with the opening of this store, which will work as a rewards system for its most loyal customers.

As luxury brands continue to redefine themselves in an area where accessibility and interactivity with customers are increasingly important, Chanel hopes to create more dynamic and memorable experiences while maintaining its elite status. Furthermore, the brand hopes to experiment with digital integrations to offer optimal services to its consumers.

Chanel


Lead image: Chanel royal village luxury shop stock photo from Kiev.Victor/Shutterstock

One of the most prominent fashion houses in the world, Chanel has opened a flagship that will function as much more than just a shopping destination for the brand: The Paris store will serve as the brand’s primary retail location, but it will also operate as a way to create and test initiatives to improve its digital presence.

+apparel
+brick and mortar
+Chanel
+digital
+experiential
+Fashion
+loyalty & membership
+Luxury
+omnichannel
+Paris
+retail
+store experience & design

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