In a time when people are asking whether the future of retail is in click or brick, its refreshing to see both working in harmony to enhance customer experience. Chanel and Farfetch have struck a partnership deal; Chanel's focus remains on connecting with its customers at its boutiques, but is using technology developed by Farfetch the online retailer to accelerate their strategy.
Whilst combining bricks and mortar stores with the convenience of online retailing is not a new concept, the buzz surrounding this partnership indicates a continued appetite for this dual-strand approach. It will be interesting to see if this trend continues as customers demand both shopping experiences and convenience.
“Our position on ecommerce is the same. We want to connect our customers with our product and our boutiques are the best way to do so. We are very consistent in our strategy, but we are using Farfetch’s know-how to accelerate this.”