- Kristopher Fraser |
As Chanel prepares for their dive into e-commerce for 2016, they have already begun testing the waters to see just how well they will fair. The iconic luxury label has launched a shop-in-shop at Net-a-Porter for a capsule collection of fine jewelry called Coco Crush. The six piece collection will be available for purchase on net-a-porter.com beginning this coming Wednesday.
The collection includes five rings and one cuff designed by Chanel’s Studio of Creation. The shop will remain online for three weeks following the launch, and then the collection will be made available at Chanel stores globally. The pieces are an ode to the most classic elements of Chanel.
Chanel enters first e-commerce venture
The collection features the brand’s signature quilted patterns on 18 karat white and yellow gold designs. Chanel first used the quilted pattern in 1993, and it has been a favorite ever since. The temporary shop-in-shop is a first for both Chanel and Net-a-porter, because this is Chanel’s first e-commerce venture and the first time Net-a-porter used Cloud-based technology to build the channel for their website.
The collection is expected to be more casual than Chanel’s usual evening wear jewelry or very high-fashion costume pieces. Rings will retail between 2,100 dollars and 3,520 dollars, while the cuff will go for over 20,000 dollars. “What we wanted to do was an exclusive digital launch, and we thought it was a good idea to partner with Net-a-porter, which has a fashionable and strong audience in luxury,” Benjamin Comar, International Director of Chanel Fine Jewelry, was quoted saying to Women’s Wear Daily.This launch was actually considered a one-time project for Chanel, and wasn’t expected to necessarily test their waters for e-commerce, but, with recent news of them launching e-commerce in 2016 people will look at how they do with this shop-in-shop to see if they really know how to handle the e-commerce market. Of course, when your fashion house was founded by one of the most legendary designers of all time how can you possibly fail? Wednesday can’t come fast enough.