Chanel has partnered with luxury e-commerce platform Farfetch to develop a series of digital tools aimed at targeting millennial shoppers and enriching its in-store experience, according to a report published by the Financial Times.
The French fashion house will not be selling its wares via the platform but is said to have made an investment in Farfetch, although terms of the deal were not disclosed. The duo will develop an app that will enable a hyper-personalized, seamless experience for high-net clients across its global store network.
“It’s an innovation deal,” Jose Neves, Farfetch Founder told the Financial Times. “We’re hoping to change the shape of retail and improve customer experience which is currently stuck in the nineties.”