French ready-to-wear and leather luxury goods brand Céline is the latest (or the last-est) to enter the world of e-commerce. Owned by the LVMH since 1996, Céline was the only brand under the vast umbrella of the Group that didn’t have an online sales platform.
The platform will launch in France over the course of next week followed by the rest of Europe and the USA shortly after, in 2018.
Most luxury market players initially shied away from the concept of e-commerce thinking that it would lessen the exclusivity and impact their brand holds in the market, but with the advent of online sales and more and more consumers opting for faster checkouts, it was only a matter of time before major players followed suit.
Media reports claim that Céline will initially offer its clothing line, shoes and leather good offerings that are priced above US $ 2,000.
According to consultants at Bain, online sales of luxury goods are expected to grow by 24 per cent in 2017 and make close to 10 per cent of the market, further forecasting that they will represent 25 per cent of all luxury sales by 2025.
Keeping this in mind, it is about time that Céline decided to enter the rising domain of online luxury e-sales, owing to the success enjoyed by frontrunners such as Gucci and Louis Vuitton.
