eLuxury 2.0?

[fabuleux]

Hi LV Lovers!

Check out this article published this morning:

Louis Vuitton, Marc Jacobs, Dior parent company branches out to ecommerce

The parent company of luxury retailers Louis Vuitton, Dior, Marc Jacobs and Bulgari has unveiled plans for a multi-brand ecommerce site that will launch on June 6.

LVMH, otherwise known as LVMH Moet Hennessy Louis Vuitton, will introduce “24 Sèvres” in 70 markets worldwide and offer products such as luggage, fashion items and cosmetics from more than 150 brands — 20 of which are company’s own.

The new website will also be the only multi-brand online retailer to sell Dior and Louis Vuitton products.

24 Sèvres is being led by former Apple executive Ian Rogers, who joined LVMH in 2015, and a team of 60. Their aim is to trade in 75 markets worldwide.

It’s not the first time retail giant has branched out to online retail, after it closed its eLuxury site in 2009 due to the lack of success and demand at the time.

24 Sèvres is named after the Rue de Sèvres location of Le Bon Marché, an upmarket department store owned by LVMH, in the Paris’ 7th arrondissement.

A global retail empire run by France’s richest person Bernard Arnault, LVMH also owns Sephora, Givenchy, Fendi, Tag Heuer, Kenzo and various upmarket alcohol and cosmetics brands.

 

[reginaPhalange]

I heard something about this a little while ago, it's an interesting move but I wonder if people will continue to shop from the actual individual brand websites instead? It may well be a convenient option for those purchasing multiple brands - I know many people here on the LV forum don't live anywhere near a boutique and it's probably good for those who don't have easy access to multiple luxury retailers at a nearby shopping centre.

 

[GrRoxy]

Oh yes Ive read about it, they already sell their stuff online, makes sense in my opinion to put it together. The LBM(on 24 sevres) already has the online shopping website too but there isnt even a quarter of what is in the actual store, wondering if it will dissapear now that they make this website. Anyway, I like the idea, I myself prefer to buy stuff in boutique but thats because its all close.

 

[fabuleux]

I heard something about this a little while ago, it's an interesting move but I wonder if people will continue to shop from the actual individual brand websites instead? It may well be a convenient option for those purchasing multiple brands - I know many people here on the LV forum don't live anywhere near a boutique and it's probably good for those who don't have easy access to multiple luxury retailers at a nearby shopping centre.

There are no luxury stores where I live so I have to travel several hours or order online. This website may allow shoppers like me---that is shoppers who mostly buy from one or two lux brands on a regular basis---to discover products from other brands. It may be a smart way for LVMH to introduce its less popular brands to a wider public by attracting buyers with big names like Vuitton and Dior. We will see!

 

[leechiyong]

This news makes me so excited! How I miss eLuxury. I remember ordering LV and Dior from there when I was just starting to get into luxury products. I learned so much from that site.

 

[Redenkeew]

Here's another article from Bloomberg. It seems that the e-store will be a multi-brands platform, as Gucci and Prada will be sold along side LVMH's brands.

LVMH Raises E-Commerce Stakes With New Multi-Brand Fashion Site
Launching in June, LVMH’s 24 Sevres will enter a fast-growing yet highly competitive luxury e-commerce space in a move spearheaded by the group's chief digital officer Ian Rogers.

LVMH's chief digital officer Ian Rogers | Source: Courtesy

PARIS, France — LVMH is raising the stakes in luxury e-commerce, setting up its first multi-brand site in eight years that puts brands like Louis Vuittonalongside those of rivals such as Gucci and Prada.

The new site for the company’s Parisian department store Le Bon Marche will feature more than 150 luxury labels when it opens next month, the maker of Fendi handbags and Hennessy cognac said Wednesday.

The move represents a step up in competition across the fast-growing digital side of the luxury industry as newcomers like Yoox Net-a-Porter and Farfetchbattle with established brick-and-mortar department stores and luxury brands’ own online flagships.

The new website will be named 24Sevres.com, after the address of the storied Left Bank department store, and will ship from France to more than 75 countries. Its initial focus will be on womenswear and 68 brands will contribute exclusive products for the launch.

It’s LVMH’s biggest e-commerce project since the company — full name LVMH Moet Hennessy Louis Vuitton SA — brought in former Apple Inc. music executive Ian Rogers to head digital efforts at a group level in 2015.

“It’s a modest beginning, but LVMH plays a long game,” Rogers, the company’s chief digital officer, said in an interview.

Uneven Efforts

The site will be LVMH’s first major multi-brand e-commerce platform for fashion since the company discontinued sales on ELuxury.com in 2009. That site, which began selling high-end handbags in 2000, was an early pioneer of luxury e-commerce, but fizzled as brands pulled out in favour of selling through their own online flagships.

E-commerce efforts have been uneven across LVMH fashion brands since Louis Vuitton started selling online in 2001. Fendi started a Web store as recently as spring 2015, and Celine still has no presence, but has said it would start selling online this spring.

The latest project is being headed by Eric Goguey, former e-commerce director at LVMH’s beauty emporium Sephora, whose extensive multi-brand site has been cited by the company as a driver of growth for the brand in recent quarters. In an April call with investors, LVMH chief financial officer Jean-Jacques Guiony said the site had reached a “critical mass” to be more profitable than brick-and-mortar sales in the U.S.

Incorporating features like video chats with Parisian stylists, the new site represents a careful selection from a broad range of luxury brands, Rogers said.

“Anything you want is already online,” he said. “Consumers are looking for curators. We are building a trusted collection.”

 

[pigleto972001]

Thank you for the info !!! Getting LV and Dior would be great. Wonder if Celine could be included too? I had read Phoebe Philo was interested in online retail. Fingers crossed.

 

[snibor]

Interesting! Thanks for posting! One stop shopping could be very dangerous for my bank account.

 

[Dawn]

It will be interesting to see how this goes! I do miss eLuxury!

 

[fabuleux]

Thank you for the info !!! Getting LV and Dior would be great. Wonder if Celine could be included too? I had read Phoebe Philo was interested in online retail. Fingers crossed.

Céline being part of LVMH, I think this is likely.

 

[snibor]

You know in the past I ordered from eluxury and never had a problem. But I see on tpf many people getting less than perfect bags from lv. Wondering if that will improve or not with a site like this.

 

[fabuleux]

You know in the past I ordered from eluxury and never had a problem. But I see on tpf many people getting less than perfect bags from lv. Wondering if that will improve or not with a site like this.

Since this is nothing else than a retail platform, the products will be exactly the same quality.

 

[Redenkeew]

You know in the past I ordered from eluxury and never had a problem. But I see on tpf many people getting less than perfect bags from lv. Wondering if that will improve or not with a site like this.

 

[snibor]

Since this is nothing else than a retail platform, the products will be exactly the same quality.

Ya I'm just wondering about more efficiency etc. I think this is a great idea. And the thought of Dior, lv, and Gucci in one click....total awesomeness.

 

[snibor]

Lol. Ok.