Welcome to this week’s edition of 2Jour Gazette—your curated look at what’s been making waves in fashion and luxury. The week started with Mytheresa’s acquisition of YNAP from Richemont, a deal that reshapes the digital luxury market, positioning Mytheresa as a global leader. Does this mean luxury e-commerce is broken?
Meanwhile, excitement builds for the 2025 Met Gala, which will spotlight Black dandyism—a fresh focus on tailoring and identity. Leadership transitions are also causing ripples, with Stefano Cantino stepping into Gucci’s top role—a crucial move for both the brand and its parent company, Kering, as Gucci looks to recover from recent financial challenges and reinvigorate its growth strategy. Meanwhile, Kim Jones’s exit from Fendi has us wondering if he left the position open for ... ?
Bernard Arnault continues to bet on sports in his search for new luxury clients, while Selfridges, the iconic yellow landmark, found new owners. Zara fumbled by copying Balenciaga, missing the key detail that the devil’s in the details, while H&M, with its new collaboration, seems to have forgotten the essence of mass market—affordability. Chanel’s beauty takeover of Harrods' windows proves what we discussed in a previous edition: the power of the beauty (or rather, perfume) effect during uncertain times.
We'll take a closer look at the latest fashion campaigns. Valentino, under Alessandro Michele, presents first campaign, blending Roman heritage with a bold, modern twist. Bottega Veneta delivers a desert-set campaign featuring Jacob Elordi. Burberry embraces its weather heritage with a fresh take on iconic outerwear. Rhode taps into generational beauty by naming supermodel Claudia Schiffer as the face of its new campaign. And finally, Saint Laurent captivates with Charlotte Rampling embodying timeless elegance in their Winter 2024 collection.
And don’t miss 2Jour Stories, where a search for Chanel rain boots turns into an unexpected luxury adventure.
So, grab your favorite espresso (or perhaps a glass of champagne), settle in, and let’s explore the chic, the influential, and the simply fascinating moments from the past week.
x Marina 2Jour
Black Dandyism Takes the Spotlight at Met Gala
The Met Gala 2025 will take place on May 5, celebrating the Costume Institute’s spring exhibition titled “Superfine: Tailoring Black Style.” The exhibition will explore the political and aesthetic constructs of Black dandyism, focusing on its impact on Black identities in the Atlantic diaspora. This marks the first menswear-focused exhibition since 2003’s “Men in Skirts.”
The co-chairs for the event include Pharrell Williams, Colman Domingo, Lewis Hamilton, A$AP Rocky, and Anna Wintour, with LeBron James as an honorary co-chair.
The exhibition, open from May 10 to October 26, 2025, will feature work from designers including Grace Wales Bonner, Pharrell Williams, and the late Virgil Abloh.
The Met Gala 2024 celebrated the exhibition “Sleeping Beauties: Reawakening Fashion,” which showcased around 50 historically significant and delicate pieces that were too fragile to ever be worn again. The theme focused on reviving these iconic looks through cutting-edge technology, including AI and light projection, providing new context to the garments. The event was co-chaired by Zendaya, Chris Hemsworth, Bad Bunny, and Jennifer Lopez, alongside Anna Wintour.
The Met Gala is an annual fundraising event for the Costume Institute at the Metropolitan Museum of Art in New York. Organized by Anna Wintour since 1995, it marks the opening of the Costume Institute's spring exhibition. Known for its star-studded guest list and themed dress code, it raises millions for the museum while celebrating fashion as an art form.
Bernard Arnault and Red Bull Secure Majority Stake in Paris FC
Bernard Arnault, LVMH Chairman and CEO, has partnered with Red Bull to acquire a majority stake in Paris FC, a second-tier French football club. The Arnault family will take a 55% stake in the club through one of their holding companies, while Red Bull will hold a 15% stake. Current president and majority shareholder, Pierre Ferracci, will retain a 30% share until 2027, after which he plans to exit.
This deal is part of LVMH growing push into the sports industry, following 10-year deal with Formula 1 last week, which I mentioned in previous edition, and sponsorship of the Paris Olympics. The collaboration is part of a broader trend among luxury brands connecting with sports to expand their reach.
Red Bull, which is involved in multiple sports including Formula 1 and football, adds this to its growing portfolio of football clubs, which includes Leeds United. The deal is also seen as a boost for French football, which has faced challenges due to a decline in media rights value.
PROFIT WATCH: TRACKING FINANCIAL WINS AND LOSSES
Tesla’s Innovations Meet Investor Doubts
10 Oct 2024. Tesla unveiled a series of innovations aimed at shaping the future of transportation and AI. Among the highlights were the Robotaxi and Robovan, both fully autonomous electric vehicles set to enter production by 2026, with plans to roll out self-driving features in select regions by 2025. Tesla also provided updates on its Optimus humanoid robots, part of its broader push into artificial intelligence and automation, alongside advancements in Tesla’s full self-driving (FSD) technology.
The market reaction was far from positive. Tesla’s stock took a significant hit, falling 11.88% over the course of the week, wiping out $106 billion in market value. Investor concerns focused on execution risks, increasing competition in the EV space, and broader economic challenges. While Tesla’s vision remains ambitious, the sharp drop in share price indicates a cautious outlook from the market, with doubts about the company's ability to meet its ambitious targets.
THE BUSINESS SHIFT BULLETIN: MERGERS, SALES & DIVESTITURES
Mytheresa Acquires YNAP from Richemont: Small Munich Boutique Becomes the Most Powerful Luxury E-Retailer in the World
07 Oct 2024. MYT Netherlands Parent B.V. (“Mytheresa”) has signed an agreement with Richemont to acquire YOOX NET-A-PORTER (YNAP). This acquisition aims to create a global, multi-brand digital luxury group. In return, Richemont will gain a 33% equity stake in Mytheresa
Rumours on acquisition resurfaced this past week and I mentioned them in second edition of 2Jour Gazette (here with a link to my broad VIP client review of major online retailers). Monday morning I woke up to start the day with this press release. Yes, it was early, but the news worked better than a cold shower.
Here’s what you need to know (I tried to make it simpler for those struggling with complex terms like me:):
• Transaction details: YNAP will be sold with a cash position* of €555 million and no financial debt. Mytheresa will issue shares representing 33% of its fully diluted share capital* to Richemont. Additionally, Richemont will provide a €100 million revolving credit facility* to YNAP for a period of six years.
*Cash Position: The amount of cash and cash equivalents a company holds, representing its immediate liquidity or available funds
*Fully Diluted Share Capital: The total number of shares that would exist if all convertible securities (like options and warrants) were exercised
*Revolving Credit Facility: A flexible credit line allowing a company to borrow, repay, and borrow again, up to a specified limit, paying interest only on the borrowed amount
• Strategic Integration: The deal will integrate YNAP’s luxury division with Mytheresa, creating three distinct luxury storefronts: Mytheresa, NET-A-PORTER, and Mr PORTER. This will increase operational efficiencies by sharing technology and infrastructure.
• Off-Price Division: YNAP’s off-price division, which includes YOOX and THEOUTNET.COM will be separated to simplify operations and drive growth and profitability.
• Financial Impact: Richemont initially acquired YNAP in 2018, valuing the company at €5.3 billion. However, YNAP has struggled under Richemont’s ownership, leading to a significant €3.4 billion write-down* in 2023. The sale to Mytheresa is seen as a way for Richemont to alleviate this financial burden.
*Write-Down: The reduction in the book value of an asset when its market value falls below the carrying amount, resulting in a financial loss
• Mytheresa Dominance: As Mytheresa secures this acquisition, it solidifies its position as the most powerful luxury e-tailer. With Moda Operandi, Inc primarily focused on the U.S. market (it’s my personal statement), Farfetch struggling, and Matches(Fashion) having closed, 📌Mytheresa emerges as a dominant player in global luxury e-commerce
• Expected Timeline: The deal is expected to close in the first half of 2025, pending regulatory approvals. After the transaction closes, Richemont will have the right to nominate a member and an observer to Mytheresa’s Supervisory Board
Mytheresa’s stock share price reacted immediately, with the price going up almost 52% over the past week.
I still have mixed feelings about this acquisition. Having been a client of both platforms for ages (although I haven’t ordered from Mytheresa in a while), I’ve always admired how Net-a-Porter has grown in terms of presentation and technical features. No doubt, there’s no online shop with better styling! And Mytheresa… it always felt less scaled, and I don’t mean the number of items on the platform. I hope that being under one umbrella will contribute to each other’s growth.
Also, for me, it doesn’t mean e-commerce is broken. With YOOX Net-a-Porter, I believe operational costs could be optimized for better performance, but I can’t be certain without seeing the report. I could share forecasts for e-commerce growth until 2030, which I’ve recently read, but I won’t—it's enough to note that McKinsey and Bain predicted online sales would make up about a third of all sales by 2025, but that doesn’t seem to be the case.
The key is that online is a part of an omnichannel ecosystem that can’t be ignored, and with a focus on development and expense control, it will always complement rather than drag down performance.
Selfridges Ownership Transition: Central Group and PIF Acquire Joint Control
07 Oct 2024. Thai Central Group struck a deal with Saudi Arabia’s Public Investment Fund (PIF) to jointly own the Selfridges Group, following the collapse of Central’s partnership with property mogul René Benko. Central Group, owned by the Chirathivat family, now holds 60% of Selfridges Group, while PIF owns the remaining 40%.
The acquisition came after the breakdown of Central Group's partnership with René Benko’s Signa Holding, following Signa’s financial troubles and insolvency. Central and Signa had previously purchased Selfridges Group from the Weston family in 2021 for approximately £4 billion.
The deal encompasses not only the iconic Selfridges department store in London but also other prime retail assets, including De Bijenkorf in the Netherlands and the Brown Thomas and Arnotts brands in Ireland.
THE JOB SHIFT JOURNAL: HIRES, FIRES & TRANSITIONS
Marie Leblanc Exits Victoria Beckham Ltd. After Leading a Remarkable Turnaround
07 Oct 2024. Marie Leblanc, CEO of Victoria Beckham Ltd., is stepping down to return to France 'to be with her family'. Ralph Toledano, the brand’s chairman, will take over as interim CEO while the search for a successor is underway.
Leblanc joined the company in 2018 and became CEO in 2019, leading a significant turnaround. After 11 years of losses, the brand reduced its financial struggles by 2021, returning to sales growth in 2022, largely driven by Victoria Beckham Beauty. By 2023, the company was experiencing double-digit growth for the third consecutive year.
Kering Counts on Cantino: New CEO to Revitalize Gucci's Fortunes
08 Oct 2024. Kering announced a significant leadership transition at its flagship brand, Gucci. Stefano Cantino was appointed as the new Chief Executive Officer of Gucci, effective January 1, 2025. Reporting to Francesca Bellettini, Kering's Deputy CEO in charge of Brand Development, Cantino will also join Kering's Executive Committee. He brings with him extensive experience from his previous roles, including five years at Louis Vuitton overseeing Communications and Image, and two decades at the Prada Group in senior Marketing and Commercial positions, ultimately serving as Director of Communications and Marketing.
This leadership change follows the tenure of Jean-François Palus, who stepped in as Gucci's CEO in July 2023 during a challenging period for the brand. Palus's role was intended to be transitional, focusing on stabilizing the company, setting strategic priorities, and recruiting key talent—including his own successor. After concluding his duties at Gucci, Jean-François Palus is expected to return to his role as Managing Director at Kering, continuing to contribute to the group's overall strategy and operations.
In 2024, Kering's share price dropped nearly 40%, reducing its market value to €29.31 billion. This sharp decline reflects investor concerns over the company's performance, largely influenced by the struggles of its flagship brand, Gucci.
Gucci, which contributes almost half of Kering's revenue, has faced a substantial drop in sales starting in 2023. The first half of 2024 was particularly challenging, with revenue declining by 20% year-on-year. The most significant decrease occurred in the Asia-Pacific region (excluding Japan), where sales fell by 30% on a comparable basis.
Alessandro Michele, who had been Gucci's Creative Director since 2015, departed from the brand in November, 2022. Michele was instrumental in transforming Gucci with his maximalist and eclectic style, featuring bold colors, rich patterns, and gender-fluid designs that resonated with younger consumers. In early 2024, Sabato De Sarno was appointed as the new Creative Director. By introducing minimalist elegance, he seeks to appeal to customers who appreciate understated luxury and timeless pieces, thereby expanding Gucci's appeal
How challenging the current situation is for the new CEO, we'll hear very soon—the Q3 2024 Kering revenue report is due to be released on October 23rd.
Shira Suveyke Snyder Named Proenza Schouler CEO
Proenza Schouler appointed Shira Suveyke Snyder as their new Chief Executive Officer, effective October 16, 2024, succeeding Kay Hong, who had held the role since 2018.
Suveyke Snyder brings over two decades of experience in the luxury and fashion industries, with notable expertise in scaling brands and digital commerce. She previously served as President and Chief Merchant at The Outnet (part of Yoox Net-a-Porter Group) and as VP of Merchandising at Shopbop. This change reflects Proenza Schouler's efforts to expand its digital presence and capitalize on the growing importance of online retail in the luxury sector.
Kim Jones Departs Fendi, Stays at Dior Men
11 Oct 2024. Kim Jones is stepping down from his role as the artistic director of womenswear and couture at Fendi after four years in the position. Jones took over in 2020, following Karl Lagerfeld’s passing. His final show for Fendi took place in September 2024, featuring designs that reflected the 1920s, a nod to Fendi’s founding era, as the house approaches its 100th anniversary in 2025.
While leaving Fendi, Jones will remain the creative director of Dior Men, a position he has held since 2018. LVMH, the parent company of both Fendi and Dior, praised his contributions to Fendi but has not yet announced who will succeed him at the Italian fashion house. May I assume the ink on Pierpaolo Piccioli's signature is drying on the final version of the contract?
THE BUZZ: Marketing & Collab Chronicles
Copy-Paste Naming: Why ‘Engineered by Zara’ Feels Flat
07 Oct 2024. Zara announced a collaboration with Samuel Ross, the creative mind behind A-Cold-Wall, who recently sold his stake in the brand to Tomorrow Ltd. Ross has a notable connection to Virgil Abloh, having worked closely with him early in his career. Abloh served as a mentor, shaping Ross’s journey as a designer blending streetwear with high fashion.
The partnership, titled “SR_A Engineered by Zara,” aims to merge Ross’s forward-thinking designs with Zara’s mass-market appeal.
But, wait… Does the naming sound familiar? In 2022, the “Yeezy Gap Engineered by Balenciaga” collaboration was a branding masterclass, promising:
• Affordability (Gap)
• Cutting-edge design (Ye)
• Quality craftsmanship (Balenciaga)
The phrase “engineered by Balenciaga” invoked luxury and precision, setting high expectations.
However, Zara’s version may miss the mark. While Ross’s creativity is undeniable, the “engineered by Zara” tag kind of highlights mediocre quality right in the title, given Zara’s fast-fashion associations.
A gentle reminder: replicating a successful marketing formula requires careful attention to detail to maintain the right brand message😉
Kate Moss Teams with Zara for 'Into the Night' Capsule
Zara has also announced a collaboration with Kate Moss for the "Into the Night" capsule collection, launching on November 30, 2024. The collection features partywear inspired by Moss's signature style and Parisian nightlife, including both ready-to-wear pieces and accessories. This partnership brings Moss's timeless fashion influence to a broader audience through Zara's global platform.
Previously, Kate Moss collaborated with Topshop from 2007 to 2014, launching several successful collections during that period.
Rotate x H&M Drops New Capsule Collection
H&M has teamed up with Danish brand Rotate Birger Christensen for their second capsule collection, 'Rotate x H&M,' which is now available for sale. The collection focuses on partywear and celebrates Scandinavian glamour with vibrant, 1980s-inspired designs. Almost everything is currently in stock according to the online e-shop, and no wonder.
What is the point of buying at H&M, which is supposed to be mass-affordable, if the pricing is almost the same as Rotate?
Fashion Dialogues Served: The La Table Alaïa Experience
Alaïa has introduced "La Table Alaïa," an intimate dining experience in partnership with We Are Ona that brings together fashion, food, and hospitality.
On October 16th and 17th, in Alaïa boutique at 5 rue de Marignan in Paris, thirty guests each evening could reserve (uh, I was late) a spot at this exclusive dinner. Guests will enjoy a five-course menu where Pieter Mulier collaborates with Chef Jules Saint Cyr, with beverages selected by Luca Pronzato.
Alaïa’s art of hosting is rooted in Azzedine Alaïa’s love of gathering friends. With Pieter Mulier, this tradition continues today.
As "La Table Alaïa" travels worldwide, each dinner will be hosted by different personalities and renowned chefs, offering unique experiences that blend culinary art with fashion.
This event reflects a growing trend where fashion brands are increasingly venturing into hospitality and experiential events to create deeper connections with their customers. By offering immersive experiences like exclusive dinners, pop-up cafes, and luxury hotels, brands provide more than just products—they offer a lifestyle. This approach helps them engage with audiences on a personal level, building brand loyalty and expanding their influence into new areas.
What makes this event different:
The opportunity for anyone to book a table. Yes, it’s a paid experience (€136.36 per person + add-ons), but it allows the brand’s most devoted admirers to immerse themselves in its atmosphere. Typically, such brand events are by invitation only—meaning you usually have to be a high-spending client or influencer;
The option to book a table for 1 to 4 people. A special thank you to those who sometimes like to enjoy dinner in solitude:) I had to mention this because I often find myself working around booking platform restrictions by selecting two guests instead of just myself, as otherwise, no tables are available.
We Are Ona is a creative collective that curates unique dining experiences around the world. They collaborate with chefs, sommeliers, and artists to host pop-up events in unexpected locations from Mexico to Miami and Paris.
A while back, I wrote about Alaïa’s website and highlighted their campaign with Crazy Horse Paris. Love the direction the brand's marketing has taken!
Chanel Beauty Occupies Harrods Windows
...and that means nothing else but that beauty is stronger than ever in times of economic uncertainty. In the previous 2Jour Gazette edition I wrote on Luxury Perfume Effect, where I explored how beauty brands are shifting their focus towards aspirational customers—those who may not afford major luxury purchases but still want to indulge.
I mean, we won’t even begin to estimate how much Harrods' prime window display and a pop-up at the entrance for nearly a month cost, but the takeaway is obvious—it’s totally worth it. Literally.
THE LOUNGE: Campaigns, Lookbooks, Edits
Bottega Veneta Launches New Campaign Featuring Jacob Elordi
Campaign Theme: “Going Places” — celebrating movement and discovery
Location: Shot in Utah and Nevada’s desert landscapes
Photographer: Magnum’s Alec Soth
Focus: Showcases Bottega Veneta’s new travel accessories, emphasizing the brand’s heritage of supple, adaptable leather goods
Creative Director's Vision: Matthieu Blazy highlights the brand’s connection to movement, with craftsmanship that reflects a "pragmatic" focus on bags designed for motion
There are so many copy-paste static images that Jacob Elordi jumping in the desert is worth attention, if only because it's different. Aside from the ready-to-wear, which Bottega Veneta does particularly well (despite it not being very profitable for the brand), the textured backdrop breathes even more life into these photos.
Burberry Launches 'It’s Always Burberry Weather' Campaign
Focus: Showcases seven iconic styles: trench, Harrington, quilt, puffer, parka, aviator, and duffle, reimagined for 2024. Highlights 165+ years of British outerwear craftsmanship.
Campaign Cast: Features a stellar lineup including Barry Keoghan (BAFTA-winning actor), Zhang Jingyi (actor), Cara Delevingne (model), Cole Palmer (footballer), Eberechi Eze (footballer), Simz (musician), and Olivia Colman (Oscar-winning actor).
Heritage: Revives the historic "Shelter" illustration, celebrating Burberry’s commitment to protection and style.
Photography: Shot by Alasdair McLellan across London and the British countryside.
The slogan emphasizing the ever-changing British weather perfectly suits the campaign—rain or shine, "It’s Always Burberry Weather". It reflects Burberry’s timeless ability to stay relevant and practical in any condition, showcasing its heritage in creating outerwear designed for unpredictable weather. Whether it’s rain or sun, Burberry is always the right choice.
I'm helpless when I see London captured through such an authentic lens <3
Love the idea of heritage reimagined with modern details. A long time ago, I had a Burberry trench on my wish list—back when Christopher Bailey was at the helm, and the brand was strongly associated with this staple piece. As the brand struggles with positioning and makes unsuccessful attempts to enter the upmarket (bigger isn't always better when it comes to fashion pricing), this is probably the first bold campaign in a long time.
Charlotte Rampling in Saint Laurent Winter 2024 by Anthony Vaccarello, Photographed by Juergen Teller
Time flies, but Charlotte Rampling still rocks it in Saint Laurent, like in Vogue US 1973, captured by Helmut Newton.
The look of a very feminine woman in a very tailored suit, above... the seduction... the mystery.
Definitely like for different archetypes.
Supermodel Claudia Schiffer Has Been Named The Face Of Rhode, Hailey Bieber's Beauty Brand
The partnership bridges generational appeal, combining Schiffer’s timeless presence with Rhode’s modern and youthful positioning in the market. Highlighting age diversity is a strategic move to resonate with a broader, more dynamic audience.
Valentino’s New Chapter: First Campaign Under Michele’s Direction
Creative Director: Alessandro Michele
Director and Photographer: Glen Luchford
Art Director: Christopher Simmonds
Set Designer: Gideon Ponte
Stylist: Jonathan Kaye
Valentino has launched its first campaign under Alessandro Michele's creative direction, marking a strategic shift for the brand. Set against the backdrop of the historic Mignanelli Palace, the campaign revisits the house's Roman heritage while introducing a contemporary angle. Michele draws on Valentino's history, using visual elements such as polka-dotted dresses and symbolic pugs to evoke a sense of luxury aligned with the brand’s identity.
The campaign emphasizes a thematic transition, mirroring Michele’s vision of blending the past with the present, all while paying tribute to the legacy of the brand’s Roman roots. With understated nods to cinematic influences, particularly Federico Fellini, the visuals explore themes of transformation, highlighting the balance between heritage and modernity in Valentino’s new creative direction.
These atmospheric shots transport me to Italy, to the movie House of Gucci. Though I dislike the comparisons between Michele’s work at Valentino and his time at Gucci, it’s difficult not to see the influence in the styling and overall aesthetic, which feels a bit out of sync with Valentino's identity.
Ah, the eternal question: should a brand stick to its established line, or is a completely new interpretation justified in a changing reality?
2JOUR STORIES: How Chanel Boots Became a Journey
'Could you please ask them for me whenever you can?' That sunny day in London wasn’t meant for shopping. There’s nothing better than exploring this city, which at times embraces you warmly and at others sobers you up with a cold rain. A friend of mine sent me a picture of Chanel rain boots—the very ones that had captivated many fashionistas a few seasons ago. The message caught me near New Bond Street, a street always bustling, where nothing hints at a crisis in the world of luxury. People scurry about with bags—orange, brick-red, burgundy, and often just plain white without a single logo. Yes, London can sober up the inattentive, if you know what I mean.
Every time I decide to shift my focus away from fashion, it kindly reminds me how deeply it’s woven into the fabric of my life. And here I am, already in the Chanel boutique, explaining to the host that I’m looking for rubber boots. Luxury fashion doesn’t let you go at the door. No, you must immerse yourself in the atmosphere, engage in conversation, aspire, buy. Now, I’m already on the second floor, in the shoe department.
"Let me check, I believe these boots should be in stock,' the consultant disappears behind a white door in the corner of the gleaming marble hall. Well, that was easy, I thought, settling into the soft couch, as barely more than 10 minutes had passed since the message.
I looked around. There was no one in the shoe hall except for me, while the adjacent one was quite lively—someone had come with a baby, gathering an adoring crowd around them.
'Unfortunately, we don’t have them in our boutique,' I hadn’t noticed the consultant return, without the box. The advisor then remained silent.
I don’t like to hear 'no.' Probably like the rest of us. However, 'no' doesn’t upset me. 'No' usually generates options. Oh, this skill helped me a lot in my work within politics, where legislation often wasn’t exactly a 'no,' but also not exactly a 'yes.'
The ability to find options and outline scenarios depending on changing circumstances is professionalism. It’s sometimes called problem-solving.
The consultant remained silent. 'Perhaps they’re available in other boutiques?' I asked. The advisor went through the internal system on his phone and eventually smiled: 'The boutique at Heathrow has them.'
'Well, that sounds better,' I thought, but I wasn’t ready to go there (sorry, friend). 'Is there an option to have the boots transferred to this boutique, as it’s more convenient for me to pick them up here?' I asked. 'I’m afraid that’s not possible. But you may phone customer care using the number on the website, and they might be able to help. Sometimes they can send a payment link and arrange delivery.' That sounded like a solution.
***
Stepping out of the boutique and breathing in the fresh air, I headed toward the Tiffany & Co. store. Oh, fashion had once again disrupted my plans, as I remembered I really wanted to see something in person. On the way, I dialed Chanel customer care. Still holding the phone to my ear, the doors of Tiffany & Co. swung open in front of me. 'I just want to browse,' I said, but luxury didn’t want to let me drift off so easily. The host suggested I sit in a chair near the entrance while a consultant came to assist me. Following automatic prompts over the phone, I finally reached the section to ask about fashion, and then I heard a voice on the other end of the line.
'I’d like to purchase rain boots. However, they’re only available at the Heathrow boutique. Is it possible to pay via a link and have them delivered to my home?' I laid out the whole situation right away.
'Unfortunately, that’s not possible. I can’t help you. You’ll need to go to the boutique and ask if they can do anything.'
I heard that 'no' almost the second I finished speaking. With a glimmer of hope, I asked again, 'So you can’t help me?' 'No, unfortunately not.'
***
Leaving Tiffany & Co., I headed back to Chanel. Did I mention I don’t like hearing 'no'? Returning to the now familiar hall, I saw a different consultant who asked if they could assist me.
'I need boots,' was all I said when I saw a familiar face. 'Unfortunately, the customer service line didn’t help me,' I explained to now two consultants.
'Yes, the brand doesn’t sell online,' replied one of them. 'They do,' I smiled. One of them raised an eyebrow, but before they could tell me I was wrong, I mentioned that Chanel sells jewelry and watches online with a click-and-collect service. In a way, the brand even sells clothing, as their website is a prime example of utilizing omnichannel approaches.
I continued generating options. 'Maybe I could pay here now and pick up the boots from this boutique. Is a transfer from Heathrow possible?'
'Well, it's a permanent collection, so we may receive them in stock sooner or later. You could check back from time to time. Or here’s my card—you can text me to see if the pair is available,' the consultant handed me a business card. 'How often can I text?' I asked. 'I can be annoying.' The advisor smiled.
***
I can be annoying :) Although my in-person experience was positive in terms of communication, I didn’t get a solution. Here are the gaps from this broken omnichannel journey:
No clear action plan: The experience lacked a defined process for handling requests like stock transfers or payments, leaving uncertainty;
Lack of empathy: Customer service on the phone felt impersonal, missing a more empathetic, solution-focused approach;
Limited flexibility: The options presented were restrictive, especially regarding transfers between boutiques or payment solutions.
Stay tuned for the next week edition x