LVMH'S Luxury Brand Fendi Pushed Customization To Online.

Customized service is

Group luxury brands

One of the strengths.

A few days ago, the Italy brand announced that it would also provide customized accessories for online customers. Before that, customers could only enjoy this service.

According to the world clothing shoes and hats net, Fendi's "Customize It" service is promoted to online, mainly because of luxury with Britain.

Farfetch has reached an exclusive cooperation.

In the future, the service will also be launched on Fendi's brand official website fendi.com and farfetch.com, where consumers can create their own bag handbags online. The platform will provide more than 120 different materials, colors, Peugeot and other details, and can also be equipped with any shoulder straps.

In the press conference, Fendi officials stressed that the leather workmen of Florence studio "will bring together the creativity of consumers and carefully produce products that consumers want in 12 weeks".

"Today, for our customers, personalization is the ultimate sign of luxury," said CEO Pietro Beccari of Fendi.

The promotion of personalized service to online also means that Fendi has taken a positive step in promoting the business of e-commerce, hoping to win more new customers through upgrading online services.

However, it is worth noting that in recent days, another luxury brand has chosen the opposite way of Fendi -- cutting off the business process of e-commerce.

It is reported that Bruno Pavlovsky, President of Chanel global boutique, publicly stated in November 24th that it did not plan to sell Chanel's clothing and bags on line, and that the company's electricity supplier process ended there.

"If you give everything to everyone, your stuff will be scarce."

Pavlovsky has previously publicly stated, "if at a time point, we find that the electricity supplier does add value to the brand before it will do it."

Of course, from the practical point of view, Chanel's attitude towards the electricity supplier has been wavering.

In 2014, Chanel said it would not layout the electricity supplier, but it started the electricity business in second years. From April 17, 2015 to May 7th, Chanel's new jewellery series Coco Crush was first launched on the luxury e-commerce website Net-A-Porter, and then sold in the global boutique at three weeks later.

In addition, its eyeglasses series is also formally sold online, and beauty products have also opened up an electricity supplier channel.

But now Chanel has chosen to stay here.

In fact, we can see that almost all luxury brands are cautious about digital pformation at the beginning, and the development of e-commerce is slow.

This is mainly because they are worried that the electricity supplier will dilute the brand value and make their scarce products accessible.

But in the past two years, luxury brands have also taken steps. For example, LVMH group also launched its own e-commerce platform 24 S vres this year, hoping that the brand positioning of the group will reach consumers in over 75 countries.

Looking at every luxury brand, Fendi is a relatively fast moving company. Apart from its cooperation with Farfetch, it also shows itself frequently in other e-commerce channels.

Chanel is relatively slow, and is still in the stage of not trying to figure out how to do business.

But whether it is liberal or conservative, for these luxury brands, embracing the digital market is inevitable and what they are doing. Any change in the future is possible.

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