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Just last week, Chanel announced that it would begin building its own e-commerce platform as early as next year. But before that happens, the French fashion house revealed Friday that it’s dipping its toes into the digital waters by partnering with Net-a-Porter to sell an exclusive Coco Crush jewelry capsule collection consisting of five rings and a cuff. The line of 18-karat yellow and gold jewels, priced between $2,150 and $20,500, will be sold for three weeks only, beginning on April 15, on the e-tail giant’s “digital pop-up” site, marking the first time that Chanel has sold any products besides beauty online.
Many luxury labels have consistently steered clear of e-commerce in the past, choosing instead to sell their collections only at high-end boutiques and department stores. However, with growth in the digital market of luxury goods, brands like Chanel are slowly coming around — but on their own terms. For the digital pop-up boutique on Net-a-Porter’s site, Fashionista reports that the French fashion house worked with the site’s tech team to create the “first-of-its-kind” digital shop-in-a-shop to provide the ultimate consumer experience. Special features include a 360-degree camera that allows shoppers to zoom in and “play about” with products, as they would in real life — which, given the products’ price points, is likely to be important to potential buyers.
After its three-week run on Net-a-Porter, the six-piece collection will be available in Chanel boutiques worldwide.
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