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LVMH’s Plans for Luxury Shopping Online Revealed

Following its announcement in March that it would be launching its first multi-brand e-commerce platform, LVMH has revealed more details about the ambitious – and highly anticipated – launch.

The new site for Le Bon Marché – the luxury department store owned by the French conglomerate – will be called 24Sevres.com, after its Paris address (24 rue de Sèvres) and will be open for business in the second week of June. It will initially focus on womenswear; ship to 75 countries; offer exclusives from 68 brands for the launch; and will sell more than 150 brands, approximately 30 of which will be LVMH-owned, including Dior and Louis Vuitton, marking the first time that the two brands will be available in a multi-brand online platform.

LVMH 24serves

Louis Vuitton Spring 2017. Indigital

“Our clients are highly sophisticated and always in search of creativity and innovation,” said Bernard Arnault, chairman and CEO of LVMH. “With the launch of 24Sevres.com, we are offering them a truly differentiated online experience built on our unique expertise at Le Bon Marché in Paris. Shopping at Le Bon Marché is a special and unmissable experience for both local and international clienteles. With 24Sevres.com, our clients can now enjoy this unique feeling every day and night, worldwide.”

LVMH 24serves

The landing page for 24Serves.com prior to its June launch

It will also be a hub for moving image and innovative visual merchandising (such as on-the-spot video styling consultations), rather than having a focus on editorial content, as with many competitors, including Net-a-Porter, Style.com, Matchesfashion.com, and Farfetch.com. For chief digital officer Ian Rogers (for whom 24Sevres.com is the first major project for LVMH since being headhunted from Apple 18 months ago), this is a key point of difference.

“The move toward social-media platforms like Instagram and Snapchat comes hand-in-hand with the rise of the internet as a more visual medium and of mobile domination,” he told The New York Times. “If you look at our site, we lean far further toward visually led merchandising than the more editorial skew of our competitors.”

As for joining said online luxury competitors, Rogers is confident that with the move by many brands towards omnichannel experiences (a much debated topic at this year’s Condé Nast International Luxury Conference), the time is perfect to strike.

“We don’t want to be early adopters. We have been before and we paid the price for that,” he said, referring to LVMH’s former venture into e-commerce with eLuxury.com, which closed in 2009. “When it comes to the internet specifically, there isn’t necessarily a reward for being first. There is, however, currently a major focus on omnichannel and experience, and we are moving from a mass culture to a mass of niches. If there is quality in what you do, you’re not threatened. Timing-wise, this is exactly where LVMH wants to be.”

Published on Vogue.co.uk

Ingie Chalhoub in conversation with Suzy Menkes at the CNILux Conference

 

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