Chanel will not be launching e-commerce site

 Chanel confirmed this week that it will not be following the trend of it's luxury counterparts in order to stay true to its ethos. The brand's president of fashion, Bruno Pavlovsky, maintains that its clothes are viewed better in stores, where customers are tended to by staff.

"Our clothes are quite sophisticated and one of our strengths is alterations," Pavlovsky said. "To be able to wear Chanel clothes, you need to try them on. You need to be in the fitting room. You need to have a tailor who alters the clothes to fit exactly to your body. I think it's part of Chanel. It's more than just our service. It's part of our differentiation to have ready-to-wear that is perfect for our customers. What we want today - and the way we use digital - is to have more and more people come to the boutique to see the product, to touch the product, but also to try the product."

Karl Lagerfeld Chanel hula hoop bag Spring Summer 2013

"It's a strategic choice," Pavlosky talking to the Business of Fashion. "It's a choice to say: 'Guys, you can see whatever you want on the internet, but we want you to come to the boutique, because we feel that in the boutique we can give you the right understanding of the brand.' So, yes we could sell handbags on the internet. But my feeling is that it's not qualitative enough and it's not the kind of service that we want to give to our customers - at the moment."

Chanel currently sells fragrance and beauty products digitally, but ready-to-wear and handbags are still only available in boutiques. Although there are "huge" plans to launch an "e-service project" within the next five years, for now, Chanel devotees can rule out any full online shopping experience for the brand.

The luxury experience has long been a personal one and like much of the industry Delortae Agency that admits to being slow to take to the impersonal online approach it is nice to see that Chanel are keeping true to the tradition, what is your view?

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