Chanel chose an original way of fighting bootleggers in anticipation of the launch of the new 11.12 series bags. The anticipated spring novelty, which has already featured Kristen Stewart, VanessParadis and Alice Dellal, as well as two other popular Chanel bags, the Boy bag and the 2.55, will now be sold online. So the company intends not only to reduce retail costs, but also to give online shopping customers the opportunity to buy branded accessories bypassing unscrupulous distributors and dubious distributors selling illegal copies.
Starting with the sale of three items from the new collection, Chanel intends to expand exponentially in e-commerce, mastering new platforms and ways of interacting with the target audience. This is evidenced not only by their entry into the Internet market with the bestsellers Boy bag and 2.55, and the attractive new product 11.12, but also by the gradual transition of all branded media to digital format. For example, in the spring of 2015, Karl Lagerfeld's author's The Karl Daily underwent a reform, turning from a mailing list to an electronic one. The volumes of advertising budgets allocated to print advertising, contextual and interactive advertising have also become equal. Chanel is now interested not only in those who buy and wear their clothes, but also in everyone who enters a brand name into a google search.
In an effort to preserve the name of the first among equals, Chanel wants to protect not only its assets, suffering from the activities of Chinese and Malaysian bootleggers, but also the wallets of its potential customers. In the global network, they see not only a new source of income, but also new platforms for interaction, influence and exchange of opinions.