Chanel’s newly-opened flagship in Paris will serve as a testing ground for the label’s digital initiatives, aiming to create an increasingly omnichannel retail experience.
This is part of an innovation partnership with Farfetch announced earlier this year, which will see the luxury brand develop new clienteling tools both online and in-store. Called Augmented Retail, the vision will use data and other digital capabilities to create a personalized shopping experience, according to Farfetch founder and CEO José Neves.
Speaking on the partnership in February, he said: “It is truly an honour to be partnering with Chanel to accelerate the development of technology-driven initiatives which will ensure they remain at the forefront of retail excellence and elevate the already unparalleled level of luxury experience for its clients that Chanel is renowned for.”
Among the digital features set to be rolled out over the next six months is the launch of a dedicated Chanel app, which will focus on giving its most loyal shoppers more access to the brand, as well as a more tailored shopping experience.
Beyond tech enhancements, the five-storey space has a heavy focus on its VIP customers, with the two top floors dedicated to exclusive experiences, such as enjoying private meals and even taking a shower.
Luxury brands and retailers are increasingly dedicating shopfloor space to providing its most engaged customers with experiences that go beyond shopping. Earlier this year, online retailer Matchesfashion.com opened its first physical space at a townhouse in London, featuring floors with the sole purpose of hosting events such as book signings, podcast recordings, exhibitions and exercise classes.
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