Isaac Scientific Publishing

Frontiers in Management Research

Should Chanel Sell Luxuries Online?

Download PDF (358.1 KB) PP. 58 - 63 Pub. Date: July 1, 2020

DOI: 10.22606/fmr.2020.43003


  • Huan Fang*
    Guangzhou College of Technology and Business, Foshan, China
  • Yanting Zhang*
    Guangzhou College of Technology and Business, Foshan, China


With developing technology is applied ranging from corporate-strategy perspective to needs of individuals, the discussion between online and offline shopping attracts lots of attention. Companies amongst various industries should contemplate and appraise the influence from Internet as well as subsequently changing demand of target customers. As a representative of elegancy and exquisiteness in luxury fashion industry, the big issue for Chanel is that luxury brands cannot ignore the Internet anymore, while consumers are used to shop in physical stores. The trend of combination of luxury clothing industry and online sales is inevitable. Since Chanel might sell their clothes online, we recommend Chanel should utilize innovative technology such as Virtual Reality to convert their merits of products and shopping experiences to the Internet. Furthermore, an appropriate adaptation of technology could act as an extended distribution channel to bring an increase of profits to Chanel.


Chanel, online sales, PEST analysis, the marketing theory of 4Ps


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