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Those brands also face a logistical problem: The whole point of luxury is the customer experience —from the physical feel of the products to the environment brands create in their stores—and that’s a tactile sensation that’s difficult to replicate online. Now, some of the staunchest holdouts are being pulled, like it or not, into the digital world. Prada began selling its ready-to-wear online for the first time in July, and Chanel is planning to launch e-commerce by the end of the year. As they try to maintain their brand images, they face a tricky balancing act. “I’m not for everyone, yet I’m opening my doors to everyone,” is how Marie Audier D’Alessandris, head of global and North American marketing at Coach, framed the situation at an Oct. 6 panel of industry professionals about luxury in the digital age. The panel was hosted by New York’s French-American Chamber of Commerce, whose members include Cartier, Coach, and Tiffany & Co. Coach has seen the pitfalls of making its products too ubiquitous. Its brand image took a hit when it was too widely available on discount in its own shops and in department stores. To combat the problem, it cut way back on promotions, and worked to elevate itself.
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