LVMH, the world’s largest fashion conglomerate, has announced it will launch, 24 Sevres, a multi-brand fashion site inspired by Le Bon Marche, their department store. The new website is set to launch on June 6 in more than 70 countries.
Named after the Rue de Sevres location of Le Bon Marche in the 7th arrondissement. 24 Sevres will offer fashion, cosmetics and luggage from over 150 brands owned by LVMH’s in addition to others not owned by them.
In 2015 Ian Roger’s was brought over from Apple as chief digital officer to expand their digital plans and expand their online presence to compete with other luxury companies like Yoox Net-a-Porter , MyTheresa, Matchesfashion.com and LuisaViaRoma.
Rogers said the site will give international clients “very Parisian choices.”
“The idea is to be attractive with unique products, not necessarily have a huge offering,” he said in a Reuters report.
This marks a major step for the company since in the past their companies have each had different digital strategies, with some having invested time into their online presence and others, such as Céline, having no e-commerce of their own at all. LVMH’s new site will complement the products offered on these pre-existing brand websites.
Kering, the other major French fashion conglomerate, has taken a different approach in the e-commerce market, keeping each of their companies’ online presences separate instead of combining all of them into one site like LVMH.
While the launch is an admirable and necessary effort for LVMH, the new website isn’t going to come without any challenges. Large luxury brands have to constantly balance their need to reach internet shoppers while still maintaining the exclusivity that is the determinant of the value of their brands.