Various products from Christian Lacroix.

Christian Lacroix is zeroing in on its online presence. The fashion house has announced its entry into the direct-to-consumer space for men’s wear, women’s accessories and lifestyle collections under its newly minted partnership with Mirakl, a leading marketplace platform provider.

Christian Lacroix is an iconic luxury brand famous for its initial disruption of the Eighties fashion scene bringing vibrant colors and mix and match of fabrics, patterns and inspirations in a then monochrome fashion world,” said Nicolas Topiol, chief executive officer of Christian Lacroix. “Since then, the House of Christian Lacroix has evolved into a lifestyle brand touching its aficionados with a wide offering of product categories from fashion accessories to men’s wear and art de vivre collections. With the launch of our digital commerce platform, we are looking to expand our distribution and be in direct contact with our customers worldwide.”

The partnership marks the brand’s first foray into direct-to-consumer strategies. Topiol indicated that Mirakl’s operating marketplaces were a large component in selecting the platform.

“Mirakl believes the future of commerce is in the platform revolution — where retailers and brands need to become platform operators to embrace the future of commerce,” said Philippe Corrot, co-founder and chief executive officer of Mirakl. “The Christian Lacroix brand platform exemplifies this vision — with the team creating an online network to sell their multiple product categories and to provide the full universe of products to Christian Lacroix brand aficionados.”

Christian Lacroix joins other Mirakl customers such as Urban Outfitters, Best Buy, Galeries Lafayette, Hewlett Packard Enterprise and 1-800-Flowers.

As consumers — particularly Millennials and Generation Z — seek authentic relationships with brands they might patron, direct-to-consumer e-commerce models will likely rise in relevance. With mobile and social commerce swelling — take a look at Black Friday numbers — brands that connect social, mobile and e-commerce will benefit from boosted brand loyalty and revenue growth.

Third-party retail locations continue to dwindle, necessitating direct-to-consumer approaches. Under this method, brands are geared to improve understanding of consumers due to data collection, which in turn will improve operations from manufacturing to inventory management.

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