November 23, 2015  —  by

E-commerce VS Fashion Houses

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Christian Dior is the latest fashion house to join the world of e-commerces.  Chanel was the last fashion house, before Dior, to join e-commerces, which the house provided an online sale devoted entirely to eyewear, make up and fragrances. For the first time, Dior is lifting its own online retail with an exclusive holiday pop-up on Bergdorf Goodman’s e-commerce site – bergdorfgoodman.com. The e-boutique will be open from november 16th until New Years Eve and is dedicated entirely to the Dior shoes, featuring 14 styles from Dior’s Cruise 2016 Accessories Collection.

A statment by LVMH’s president of Dior Couture, customers who prefer internet shopping are finally being taken into consideration. “When Bergdorf Goodman approached us to create an exclusive online pop-up shop for the Cruise shoe collection it was all very organic and an opportunity that we could not pass up,” Pamela Baxter says. “With this partnership, we hope to gain insight into online business opportunities and target new clients who have not yet been exposed to Dior. We believe this collaboration will allow us to broaden Dior’s awareness in the US and we look forward to seeing the response.”

While practically every other retail industry rushed to set up online, many luxury brands initially held back. The very idea of displaying expensive products on a website was unappealing because of the need to present them as quality items and the high expectations of customers that come with spending large amounts of money. Why would clients pay thousands of pounds for a dress or suit online, without being able to try it on or benefit from the service and the store experience that comes as part of buying a designer outfit?

Nombre team thinks that the reason of Chanel or Dior, that don’t sell their ready-to-wear collections via online shop is that launching an e-commerce also means losing a certain amount of control over the type of customer who buys the products.