Le Bon Marché will launch its global e-commerce site 24 Sèvres in mid-June, spearheaded by LVMH Moët Hennessy Louis Vuitton, whose key brands, including Louis Vuitton and Dior, will be front and center, along with 148 other luxury labels.

The architects of the site identified an opening for fashion with a distinctly Parisian point of view that has been missing from digital and e-commerce.

Le Bon Marché, which for more than 160 years has been located at 24 Rue de Sèvres, is known for its edit that mixes well-known brands with emerging designers. The retailer was an early adopter of distance selling, which has enabled 24 Sèvres to become a key destination for luxury fashion online.

The site adapts online shopping to the Internet as a visual medium. It will offer women’s fashion, accessories and beauty; customer service including click-and-collect in Paris and express delivery to more than 75 countries; Parisian fashion experts available via video chat, and expanding to conversation commerce with a style bot on Facebook Messenger. Le Bon Marché’s loyalty program will serve “as a reward for the most exclusive clients, both in-store and online.”

24 Sèvres will be available in French and English to a global audience at 24sevres.com and via an iOS application.

“Our clients are highly sophisticated and always in search of creativity and innovation,” said Bernard Arnault, chairman and chief executive officer of LVMH. “With the launch of 24 Sèvres, we are offering them a truly differentiated online experience built on our unique expertise at Le Bon Marché in Paris. Shopping at Le Bon Marché is a special and unmissable experience for both local and international clienteles. With 24 Sèvres, our clients can now enjoy this unique feeling every day and night, worldwide.”

The Internet has evolved from a text-driven editorial medium to an imagery and video-based one,” said Ian Rogers, chief digital officer of LVMH. “We felt it was time to take our expertise in visual merchandising in the offline retail world and transform it online.”

Through collaborations with artists and innovators, 24 Sèvres applies a cultural twist to fashion, with daily content across all digital platforms, from social media to the site, and in-app exclusives.

To mark the global launch, 24 Sèvres is launching a capsule collection consisting of collaborations between Le Bon Marché and 68 Parisian and international brands including Chloé, Givenchy, Loewe, Marni and Ferragamo. For the capsule of 77 pieces, produced in limited quantities, brands customized one of their most iconic products.

Many of the brands invited a creative friend or associate, a figure in the arts, film or music, or an ambassador of the Parisian art de vivre, to collaborate on the personalization of a piece. Given the brands’ expertise and the creativity and/or notoriety of their chosen “guest designer,” the 24 Sèvres capsule is expected to be in demand.

Founded in 1825, Le Bon Marché has a robust calendar of events, including pop-up shops, cooking classes and book signings.

Two season edits, called Tendencies, Jungle Rive Gauche and Le Ballet Rive Gauche, are indicative of the retailer’s approach. The former includes a jungle basket by Kurre Bazaar, Marc Jacobs’ padded military jacket, and rainbow embroidery bag by Olympia Le-Tan. The ballet group in shades of nude and pink features an Adidas by Stella McCartney jacket, Givenchy strapless lace top and Jacobs’ black tulle skirt.

24 Sèvres claims to be the first time the Parisian luxury business has teamed with talent from the Paris start-up community to code software with luxury standards. The site was built by a multidisciplinary team with experience in retail, luxury, technology and solutions.

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