LVMH, the world’s largest luxury group, is about to launch its own retail site and app

Luxury e-commerce websites like Yoox, Net-a-Porter, FarFetch and MatchesFashion are about to get some serious competition from an unlikely company: LVMH.

The conglomerate company, which owns 70 luxury brands, including Louis Vuitton, Fendi, Christian Dior, Givenchy, Bulgari, Tag Heuer and Dom Pérignon, is set to launch its own shopping website and mobile app, 24 Sèvres, in less than a month.

The chief digital officer of LVMH Moët Hennessy Louis Vuitton, Ian Rogers, told the New York Times, “We believe we are on the cusp of revealing something very exciting. I guess it’s time to see if the customers think so, too.” But what makes LVMH different from other luxury e-commerce sites and apps? Its control over numerous fashion labels, including how and where they are sold.

Luca Solca, a luxury goods analyst for Exane BNP Paribas, told the Times, “Of course, the natural advantage for LVMH is that they can get so many brands to play ball straight away, because the businesses belong to them. Easy, no?” However, this is not the first time that LVMH has attempted this venture. In 2009, their website eLuxury shut down, but Ian Rogers believes that now is the best time to launch their site and app.

He continued, “The move toward social media platforms like Instagram and Snapchat comes hand-in-hand with the rise of the internet as a more visual medium and of mobile domination. Increasingly consumers want pictures over words. If you look at our site, we lean far further toward visually-led merchandising than the more editorial skew of our competitors.”

24 Sèvres will offer fast deliveries to international locations, packages complete with “Eiffel Tower cutout pop-ups and love notes from Paris,” and the option to virtually chat with a stylist for any of your e-retail needs. And because of LVMH’s many assets, they will be the only multi-brand online boutique to carry Louis Vuitton and Dior. Très chic!

[NYT]