A Pretty Good Explanation of Why You Can’t Buy Chanel Clothes Online

Here in 2012, you can do just about anything you can imagine online, from ordering Chinese takeout and finding a hot date to watching the SNL episode you missed over the weekend…but as long as the list may be, it still doesn’t include shopping for Chanel clothes. And here’s why…

Business of Fashion sat down with Bruno Pavlovsky, president of fashion at Chanel, to talk about the company’s rich history and promising future. They got to chatting about e-commerce, and Pavlovsky explained why Chanel is one of the only luxury brands in the world that doesn’t sell online:

“We sell a lot of clothes. Our clothes are quite sophisticated and one of our strengths is alterations. 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.

What we want today — and the way we use digital — is to have more and more people come to the boutique to see the product, to touch the product, but also to try the product. And that, for me, is the most important part.

But perhaps two years, three years, five years from now, we will start to sell [clothing] online. We are already selling fragrance and beauty online.”

Pretty interesting, huh? I confess, I’ve slipped into a Chanel boutique in New York before and pretend shopped, and trying on those clothes is definitely a luxurious experience in and of itself. Do you think Chanel is smart to keep it so exclusive and special, or is it time for them to start selling online already? Discuss!

PLUS…

• Did Karl Lagerfeld really call the French president an idiot?

• SNL spoofs Brad Pitt’s Chanel commercial

• Best dressed at the Chanel fine jewelry party: Vote now!

Photo: courtesy of style.com