Chanel Launches Only Six Products To Test Water Business

Chanel has secretly tested the first electricity supplier project. Looking forward to the future, Net-a-porter will not replicate the mode of Chanel shop area, hoping to continue to have similar partners.

Before entering the electricity market next year, Chanel intends to test the knife in Net-a-porter.com and set up a sales section for its Coco Crush.

The series has only six products: five rings and a bracelet, all designed by Chanel creative studio and will be unveiled next Wednesday.

Three weeks after the opening of the online store, the product will be on sale at the global Chanel store.

This is the Chanel's new business led mode, which has attracted the attention of the industry.

In the new product, 18 carat platinum and gold rings are designed with Coco Chanel logo and brand logo jacquard pattern.

This jacquard pattern has been used since Chanel formally opened up jewelry business in 1993.

This sales area is Chanel's first electricity supplier project, and it is also a new attempt for Net-a-porter.

The team successfully used cloud technology for the first time to build online stores.

The new series is low-key luxury, and the brand hopes it will attract more consumers to wear everyday.

The retail price is expected to range from 1970 to 3250 euros, between 2133 and 3520 dollars, while the price of the bracelet is about 19000 euros, which is equivalent to 20580 US dollars.

"This time we want to do the exclusive sale of the electricity supplier, and cooperation with Net-a-porter is a great idea, because this platform has accumulated a large number of audiences in luxury fashion."

BenjaminComar, senior director of jewelry, told WWD.

Comar added that this cooperation is a one-off project, which has nothing to do with the plan to build Chanel's e-commerce platform at the end of 2016.

He describes Net-a-porter consumers as "international and truly experts".

AlisonLeohnis, President of Net-a-porter.com, said the company "has always wanted to cooperate with Chanel."

She said the new shop was "typical Chanel style, and the whole design is fully integrated with brand DNA, and very modern", and Net-a-porter's team has created a "perfect world for customization" for the series.

According to reports, Chanel brand President BrunoPavlovsky said Chanel will launch the first fourth quarter of 2016.

In addition, all three M tiersd Art companies of Chanel's Paraffection will be launched by the end of this year.

Loehnis points out that Net-a-porter has abandoned its own white background for the first time, using black keynote to enable jewelry to "pop up" through 360 degree visual technology. Consumers can also use mouse to enlarge product details, and the overall design is more interactive.

She said that from the sales volume of the website, premium jewelry is a big class with two digit growth.

And from the future trend, women will buy jewelry for themselves instead of waiting for them as gifts.