Chanel and Farfetch Partner Up To Make Augmented Retail Experience The Hottest Thing In Fashion

Chanel has just taken a big leap forward into the digital age. Inking a strategic partnership with London-based online retailer Farfetch, the two have teamed up to develop a range of digital initiatives which will deliver an unparalleled customer experience both offline and online, in-store and out-of-store. The two companies have been collaborating to bring together Chanel’s expertise in luxury retailing with Farfetch’s expertise in digital innovation and technology; the partnership is the first of its kind in the luxury retail industry.


Both companies share a vision of the future where technology  can give ultra-personalised experiences in their real and digital lives and to have those two worlds to seamlessly connect. The partnership will consist of an Augmented Retail experience in Chanel’s boutiques to enhance customer experience — bridging the worlds of fashion and tech.

“We are very enthusiastic about this Innovation Partnership and look forward to implementing the first steps of our projects together. We want to offer our clients the opportunity to further experience the brand values and to feel something which is authentic and unique to CHANEL. We strongly believe that digital will never replace the feeling of being in a fitting room and trying on a CHANEL piece. We are confident that Farfetch’s innovative technology will help us develop an even more outstanding customer journey by combining a great e-service offering with a genuine CHANEL boutique experience.” – Bruno Pavlovsky, Chanel’s Fashion President

Jose Neves and Bruno Pavlovsky. Credit: Olivier Saillant


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So, what does this mean for the future of luxury retail? The partnership will hopefully reinvent the way customer experience in stores by using Augmented Reality to tailor a customer’s experience as they shop in a boutique. The technology will record and store customers preferences and can aid them to find items they may not have considered in purchasing before.  Their partnership will hopefully help reinvent how we shop in stores by using Augmented Reality to tailor a customer’s experience as they shop in the boutique. The technology will record and remember a shopper’s preferences and can help them find pieces that they may not have initially considered.

“It is truly an honour to be partnering with CHANEL to accelerate the development of technology-driven initiatives which will ensure they remain at the forefront of retail excellence and elevate the already unparalleled level of luxury experience for its clients that CHANEL is renowned for. We believe the future of luxury fashion retailing hinges on reinventing the customer experience – both online and offline. We call this vision “Augmented Retail” – taking the magic of the physical boutique experience and bringing it together with the advantages of online and digital services. We have been investing more than anyone in technology and consumer insights to make this vision a reality.” – Jose Neves, Founder and CEO of Farfetch