CHANEL’s marketing strategy seems to be working well, with sales of fashion, jewelry, watches and bags up a whopping 50% in 2021 compared to the previous year, and with more people wanting to buy boutiques, excluding makeup counters, the 250 physical stores around the world are always packed with people, and there are concerns that this may have an impact on the lack of service. According to a new report in BOF, CHANEL seems to be planning to solve the problem of high store traffic by opening private boutiques to separate regular consumers from VIP high-spending customers; CFO Philippe Blondiaux revealed, “Our main concern is to protect our customers, especially our existing ones. We plan to invest in an intimate boutique that offers the best service in a way that the brand can afford. CHANEL is expected to open a private boutique in Asia in 2023, so be sure to keep an eye out for it if you’re interested.
