Chanel edges closer to ecommerce with online sunglasses shop

French atelier Chanel has unveiled its first ecommerce Web site for the fashion division in the United States to sell its sunglasses collection.



Instead of a category-wide launch of ecommerce, Chanel has taken a slower path to brand-operated commerce by offering first skincare and beauty products, and now entry-level sunglasses to test the waters. Launched on Nov. 4, Chanel takes a holistic approach by creating an omnichannel ecommerce experience to complement its bricks-and-mortar boutiques to better serve consumers through enrichment and customization.

In the lens of Chanel

Chanel’s eyewear ecommerce site is accessible from the U.S. chanel.com homepage and launched with the brand’s complete range of sunglasses. The site also includes exclusive editorial content and nods to service expected from the House of Chanel.

Chanel’s first edition features actress Lily-Rose Depp, the face of the 2015 Pearl eyewear collection (see story). The content goes behind-the-scenes of Ms. Depp’s campaign with creative director Karl Lagerfeld and as she discovers Gabrielle Chanel’s apartment at 31 rue Cambon.

The section will also underscore the craftsmanship and artistry of Chanel sunglasses and how the designs reflect the house’s codes. Chanel has produced eyewear since 2000, when it partnered with Luxottica Group.