In a move that marks a significant shift in the luxury retail landscape, Chanel has entered into a partnership with South Korean e-commerce platform SSG.com to sell its high-end watch line online.
This marks the first time that the fashion house has sold its luxury timepieces directly through an e-commerce platform, marking a departure from its previously offline-only approach. While the brand has traditionally focused on providing a top-tier customer experience through its physical stores, the move signals a willingness to expand its reach and cater to a wider online audience.
Customers will be able to conveniently pick up their purchases from a nearby Shinsegae department store, maintaining the brand’s focus on customer satisfaction.
This move is expected to pave the way for other luxury brands to enter the e-commerce market, breaking down the barriers between the online and offline retail worlds.