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LVMH is gearing up to launch a multi-brand luxury fashion website

11 May 2017
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Moet Hennessy Louis Vuitton (LVMH) is gearing up to unveil a global e-commerce website. The digital platform, to be named 24 Sevres, will offer fashion, luggage and cosmetics from the French luxury conglomerate's own brands, including Louis Vuitton, Dior and Fendi, as well as around 140 other labels. 

LVMH are to unveil a global e-commerce website

"Our clients are highly sophisticated and always in search of creativity and innovation," said Bernard Arnault, chairman and chief executive officer of LVMH, according to WWD. "With the launch of 24 Sevres, we are offering them a truly differentiated online experience built on our unique expertise at Le Bon Marche in Paris. With 24 Sevres, our clients can now enjoy this unique feeling every day and night, worldwide."

The name 24 Sevres refers to the location of the company's Le Bon Marche department store in Paris, which stands on the Rue de Sevres within the 7th arrondissement. The website will encompass a full online shopping experience, with added features including access to fashion experts via video chat, a click-and-collect service in Paris, and exclusive products and capsule collections. 

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Ian Rogers, chief digital officer of LVMH, said the launch of the website marks a new phase in the company's e-commerce expansion. Previously, brands such as Fendi and Kenzo have had their own websites, while Celine has not had a major online presence. "The Internet has evolved from a text-driven editorial medium to an imagery and video-based one," he stated. "We felt it was time to take our expertise in visual merchandising in the offline retail world and transform it online."

It is believed that the website will be aimed at high-end clientele, with a plan to compete with e-commerce fashion rivals such as Yoox Net-a-Porter, and MyTheresa. The 24 Sevres website is slated to go live on 6 June (17) in more than 70 countries. 

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