24 Sèvres: LVMH Embraces Frenemy-Inflected E-Tailing
Operating loosely on the ‘frenemy’ associations described in Renegade Retail – where competitor brands buddy up for mutual benefit – luxury brand powerhouse LVMH is launching a multi-brand e-commerce platform called 24 Sèvres. The platform hopes to satisfy the appetites of increasingly brand-disloyal consumers, since it includes brands that sit outside the LVMH portfolio.
24Sèvres.com will go live in mid-June, with LVMH’s new chief digital officer, Ian Rogers – formerly of Apple – at the helm.
End of Luxury Segregation
The new site is in fact a platform for the LVMH-owned department store Le Bon Marché. Nevertheless, it’s the first time the brand has allowed its undeniably segregated brands (Dior and Louis Vuitton, to name a few) to share retail space, let alone allow non-proprietary labels to the table. Of the 150 brands in total, approximately 30 will be LVMH-owned.
With its name taking inspiration from the store’s Paris address, 24 Sèvres will initially focus on womenswear. At the launch, there will be exclusives pieces from 68 of the labels on offer.
Image-Led Engagement Tools
In a bid to differentiate itself from the myriad of content-led competitors such as Matches.com, Net-A-Porter, Farfetch.com and Style.com, 24 Sèvres will set itself apart by using cutting-edge moving-image initiatives. From fashion film to visual merchandising tools – such as instantaneous styling-consultation videos – the platform is taking a bold step towards a more visual mode of consumption.
For more on the power of ‘live commerce’, see the Relationship-Led, Humanised Tech section in our coverage of Decoded Fashion London’s Summit, 2017.
See also Digitising Luxury.