Shortly after unveiling its limited-edition “Factory 5” assortment, Chanel has introduced its unique wholesale accomplice for the launch: Saks Fifth Avenue.
Starting at present, Saks is carrying Chanel’s Factory 5 assortment, an assortment of fragranced bathtub and physique merchandise to commemorate Chanel No.5’s centennial. Prices vary from $65 to $85, whereas the No.5 scents themselves vary from $55 to $138.
The assortment will take over window shows on the retailer’s Fifth Avenue flagship and be bought at in-store installations. This week, the gathering is taking on Saks Fifth Avenue’s web site homepage, and the retailer has partnered with the influencer couple Young Emperors to create social media content material.
The Chanel “Factory 5” set up at Saks Fifth Avenue.
Photo courtesy of Luis Guillén for Saks Fifth Avenue
For Saks, the wedding of digital and brick-and-mortar is vital to attracting a contemporary set of customers. “Saks’ social channels present an essential platform for present and aspirational prospects to interact with our model,” mentioned Tracy Margolies, Saks’ chief merchandising officer, in an e mail. “It’s important that we ship a buying expertise that enables our prospects to not solely buy must-have manufacturers, but additionally really feel immersed on the earth of trend and wonder.”
Chanel’s philosophy on promoting the gathering is comparable. “Even although the pattern is shifting extra towards digital, there’s one thing actually irreplaceable about experiencing the manufacturers and merchandise in actual life and making it a extremely essential side of our purchasers’ journey,” mentioned Barbara Menarguez, basic supervisor of perfume and wonder, U.S. area at Chanel. “The human connection is much more essential, however everyone knows that we are able to have that human connection digitally.”
Both events have been gaining traction in fragrances, which different retailers have additionally flagged. “Beauty continues to be an essential class, pushed by luxurious skincare and fragrances, with designer scents doing notably effectively,” Margolies mentioned. “With the robust model affinity, together with the demand we’re seeing for the class, we count on the gathering to promote rapidly.”
The Chanel “Factory 5” set up at Saks Fifth Avenue.
Photo courtesy of Luis Guillén for Saks Fifth Avenue
Menarguez agreed the perfume market has been sort to Chanel, which stays a prime participant. “The perfume market has actually total had important progress, and Chanel continues to be the market chief with important share features. We noticed that the tip of final yr and it’s persevering with into this yr. I can solely speculate that the perfume market is benefitting from the elevated significance of self care, and for a lot of, Chanel is the model they belief and the one they select,” she mentioned.
“The Factory 5 assortment transforms abnormal on a regular basis merchandise into a real luxurious expertise, and it pays homage to Gabrielle Chanel’s need to break codes. All the merchandise will resonate effectively with our purchasers as they’re enjoyable, witty, playful and surprising,” she continued. “It’s permitting new and dependable purchasers to expertise No.5 in a extremely new and thrilling manner, and there’s extra to are available celebrations because the yr progresses.”
If gross sales from the gathering, which launched final week, are any indication, its future is vivid. “We launched final week in our personal distribution, however since [last] Monday, we’re experiencing higher-than-anticipated sell-throughs, and I’m listening to related robust efficiency around the globe. Saks is effectively positioned to have some actually robust outcomes as effectively,” Menarguez mentioned.
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