Owing to its distaste for social media engagement, Céline might not have enjoyed a high success rate digitally upon launching its own e-commerce platform back in December last year but with the rise in competition, the Paris-based brand has sought of other ways to make an impact.
Founded in 1945, the LVMH-owned Parisian Maison will now be exclusively available at luxury multi-brand e-commerce retailer 24 Sèvres, also owned by LVMH.
This retail collaboration deems 24 Sèvres the first and only e-commerce retailer to own rights to sell Céline online. Scheduled to launch in the US later this year, the partnership will retail Céline’s entire product category, including its ready-to-wear range, leather goods, accessories and shoes.
The luxury e-commerce market is experiencing a massive boom currently, with online sales crossing 24 per cent in 2017. It is expected that by 2025, the number will jump to 20 per cent.
This recent development has birthed a competitive market which poses a threat to brands that are slow to shift to this new mode of business.
Launched in 2017, 24 Sèvres is still making it place in the industry against seasoned retailers such as Yoox-Net-A-Porter, Matches Fashion and Farfetch.
The competitive advantage that Céline has with 24 Sèvres is the retailer’s exclusive access to other LVMH-owned brands such as Louis Vuitton and Dior, apart from another 150 brands globally.
The effort is aimed at boosting Céline’s share of online sales as 24 Sèvres’ enjoys a wider distribution network branching out into 80 countries worldwide. The decision comes shortly after Hedi Slimane’s takeover in February who is more proactive and supportive of digital engagement than the brand has been in the past under Phoebe Philo’s reign.
As an exclusive preview, items from the Spring/Summer 2018 collection, also Philo’s last collection for the brand, released yesterday.
In an attempt to promote the partnership, 24 Sèvres will also release a limited edition exclusive range developed exclusively by Céline for the website. The capsule will include five redesigned pieces in a distinctively new colour palette, inclusive of a skirt, a sweater, shoes, a bag and earrings. The collection will feature a new leather handbag style, dubbed the “Big Bag” in burgundy.