Brands across the retail spectrum have rushed to make their clothing available for purchase online, but Chanel won't be one of them anytime soon, according to the brand's CEO.
"Our clothes are quite sophisticated and one of our strengths is alterations," said Bruno Pavlovsky, who runs Chanel's business side. "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."
Pavlovsky later added that "perhaps two years, three years, five years from now, we will start" online sales.
Chanel already sells its fragrances and cosmetics online, but it's one of a handful of luxury houses that hasn't taken strides to launch ecommerce for its clothing. Brands like Saint Laurent and Gucci have sold their clothing online for years, and Pierre Balmain launched its ecommerce site just last week.