Céline has announced that Séverine Merle will be the brand’s new CEO. The brand also announced plans to launch e-commerce and has joined Instagram.
According to an article on The Fashion Law, Céline has announced that Séverine Merle will be the brand’s new CEO starting April 1st. Merle will be replacing Marco Gobbetti, who left in he summer to work at Burberry. The brand also announced plans to launch e-commerce and start selling its products online and has joined Instagram.
Céline has pretty much done what Mansur Gavriel did when the Bucket Bag became popular and what Hermès has been doing with pretty much all of its products. Despite being one of the most in demand and copied brands in the luxury market, Céline doesn’t distribute too many products. The brand also isn’t available in too many retail stores either.
What’s more, the brand has not been active online making it one of the newer brands not in social media and lacking e-commerce on its website. That is, until the brand launched a new Instagram account this week.
With increasing demand for its products, sales at the brand have increased. To meet demand, the brand has begun growing its retail network. In 2014, the brand opened its second retail store in New York. The new store was opened in Soho and the other store is on Madison Ave. The opening of the new store increased the total number of stores in the U.S. to 5 with other locations including Bal Harbor, Las Vegas, and Beverly Hills.
The brand has since increased the total number of stores in the U.S. to 12. Stores have been opened in Boca Raton, Chicago, Costa Mesa, Dallas, Guam, Honolulu, and Houston.
Along with opening more stores comes the brand’s plan to start selling its products online. Céline joins a small group of brands, whose handbags are very in demand, that do not sell products online. Brands like Chanel, Hermès, and Goyard. According to Gobbetti, the brand prefers to work directly with customers “in the way they like to be engaged,” which he says is in stores.
Phoebe Philo, the brand’s creative director, said in support of the Gobbetti, “I very much like the idea that shoppers experience a Céline product in a Céline store.”
Regardless, the brand as well as other brands will have to start selling their products online. Customers are now shopping a lot more online than in stores and retail sales have been declining because of it.
LVMH’s online sales are less than 5% of the company’s total sales. Having products online is still important, though. Even if luxury purchases aren’t made online having products available online is essential. More than 60% of purchases, whether online or in store, depend on what customers see online, according to The Fashion Law.
So, even if the brand’s doesn’t sell many products online, it should still sell products online. Doing so would most likely increase the companies sales. Merle will pretty much be who helps the brand do that.
So, what do you think? Will Séverine Merle do well at Céline? Let me know in the comments below. Also, don’t forget to subscribe to get new posts sent directly to your inbox and follow me on Facebook, Instagram, and Snapchat.
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