Mar 27, 2019 | By Volker Ketteniss
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Celine is finally set to enter the digital age. The LVMH-owned high-end fashion label will begin offering online sales from a new website next week, two sources close to the matter have told Reuters.
“The website will launch in France over the course of the coming week,” one source said, adding that the e-commerce business would then be rolled out to the rest of Europe and the US in 2018.
The French brand joins a growing list of luxury goods banners belatedly pushing into e-commerce, particualry targeting China, shrugging off long-held concerns such an avenue would hurt their image alongise safety issues.
Online sales of luxury goods are set to grow 24% in 2017 and make up close to 10% of the market, according to consultancy Bain. It forecasts they will represent 25% of all luxury sales by 2025.
Brands need to refocus their attention on Millennial and Gen Z consumers, who will represent 45% of the global personal luxury goods market by 2025. “This shift means that brands will need to meet their shoppers at many more touch points on the path to purchase,” explains WGSN’s Senior Editor Petah Marian. As luxury operators increasingly target Millennial and Generation Z consumers, they are having to update their legacy structures, to offer a more seamless way of selling. This means having a website that does more than just showcase the collection, without a way to purchase. This update from Celine is a necessary upgrade – it will help the brand capture consumer data to learn more about their shoppers, as well as reducing the number of visitors leaving the site early and clicking somewhere else to buy.
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