Chanel is going big on brick-and-mortar, starting in Brooklyn.
“We look to establish a presence in markets where our chanel.com clients are most concentrated to further build upon those existing relationships with omnichannel experiences, as well as in markets where we believe there is a high potential to build new client relationships,” Menarguez said.The boutiques are magnets for much-coveted beauty shoppers.
That strategy seems to be working. The boutiques “stand alongside our most prestigious points of wholesale distribution in having incredibly high loyalty and engagement, and we are learning that the more opportunities we offer our clients to engage with Chanel, the more they deepen their relationship with us. Many clients who begin their Chanel journey in fragrance and beauty go on to engage with our fashion and watch and fine jewelry products,” Menarguez said.
“Over the past few years, with the rise of hybrid working, we have concentrated on placing our boutiques where our clients are living and working and back in 2021 we recognized that North 6th Street was rapidly becoming a must-visit retail destination in a vibrant New York City neighborhood — the perfect spot for us to meet our clients,” Menarguez said of the decision to open a door in Williamsburg.
“Chanel remains the number-one prestige fragrance and beauty brand on the market,” said Menarguez. “In beauty, Chanel has returned to and exceeded our pre-pandemic sales levels and we have increased our beauty client base in existing distribution. We attribute this success to our investment in people and the services they provide to our clients. We are also focused on meeting our clients where they want to shop.
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