French luxury fashion brand Celine has launched into e-commerce this week, joining the ranks of luxury brands bracing against online retail giants like Amazon and Alibaba.
Owned by luxury conglomerate LVMH Moët Hennessy Louis Vuitton, Celine is kick-starting its omnichannel journey with a new version of celine.com, which will be accessible worldwide, making it the first time that its full category range will be available for customers to purchase online.
Not only will shoppers have access to buy Celine’s ready-to-wear line, leather goods, shoes, jewellery and accessories online, customers will also have access to a range of online services. Some of these include click-and-collect, in-store returns, online requests for in-store appointments or customers can also organise a pick-up at their home.
“E-commerce is launching as planned with ambitious business objectives, but also as a key tool to increase visibility, recruit new clients and provide a full service to our clients who are looking for a global experience, mixing digital and physical touchpoints,” a company spokesperson told WWD.
This year Celine has been taking first steps to break into the online world, launching its Instagram account only in February this year, while in November it launched its WeChat account to service its Chinese clientele.
Celine opened its first Australian stores in Melbourne late last year, which caused a stir over Christmas, with its second Australian store launched in Sydney in October this year.
The Celine label launched in 1945 by French fashion designer Celine Viplana and her husband Robert. The brand started by selling high-end shoes for children at its Paris boutique, and then branched out into men’s and women’s shoes.
In the 1950s, the brand catapulted into handbags and later on clothing. Personalities such as Princess Caroline and Prince Albert of Monaco were interested in Celine’s projects, which helped with its high-end status in the fashion world. In 1996, the LVMH group acquired the French fashion house for 2.4 billion French francs (US $540 million), which propelled the brand to further popularity and fame.
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