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Sep 22, 2018  

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How 24 Sevres is competing on exclusives in a crowded luxury e-commerce landscape

For LVMH, this is a conundrum that the company has fretted over for years as it has become increasingly clear that quick, online retail is not going away. 24 Sèvres, LVMH’s multi-brand online counterpart to its Parisian boutique Le Bon Marché, has served as the testing ground for the group’s e-commerce strategy, which has been characterized by a reticence to follow popular trends or offer discounts. “It could significantly boost revenue if we increased our presence on the internet and in all channels, but I think we’re right not to do that. We’re very careful about brand deterioration,” said Bernard Arnault, CEO of LVMH,  during a presentation  with investors for the company’s 2017 year-end results In the year since 24 Sèvres launched, the strategy for maintaining the air of exclusivity while embracing the possibilities of e-commerce has become clear: exclusive collections with prestigious designers. The latest of these collaborations is a collection launched last week from designer and model Inès de la Fressange. Her collection includes leather goods and ready-to-wear, all sold exclusively at 24 Sèvres. “24 Sèvres is the only online Parisian shopping destination (and partner to Le Bon Marché in Paris), so collaborating with them meant that my vision was translated exactly as I had imagined,” said de la Fressange. “It made sense to work together on this project, and our shoot day was full of laughter. I love that 24 Sèvres has become a destination for everyone who loves the Bon Marché but doesn’t necessarily live in Paris.” These types of collaborations have been a part of 24 Sèvres’ DNA since the beginning, starting with exclusive pieces from Salvatore Ferragamo, Chloe and Marni that were available on Day 1 of the retailer’s existence. Exclusive pieces and collections are a godsend for an online retailer looking to stand out from the crowd.  Googling a product  like “Balenciaga sock boots” returns results from Nordstrom, Net-a-Porter, Farfetch, Ssense, Bergdorf Goodman, Matches Fashion and Balenciaga. Consumers are faced with a glut of options for where to find their products, making competition incredibly stiff from the first step of the path to purchase.

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