LVMH Launches E-commerce Platform, 24 Sèvres

The MULTI-BRAND E-COMMERCE SITE is now live …

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LVMH, the luxury fashion company which owns Louis Vuitton and Christian Dior among others, has launched a multi-brand e-commerce site and mobile app. 24 Sèvres will offer all of LVMH’s fashion brands as well as non-LVMH brands and was set up in conjunction with Le Bon Marché, the Parisian department store acquired by LVMH in 1984.

This news comes in the same month as Condé Nast announced that they will be closing down Style.com, the e-commerce platform launched by the company less than one year ago. 24 Sèvres enters an already crowded sector with websites like Net-a-Porter and matchesfashion already stocking many of the brands that will be available, though 24 Sèvres will have access to some exclusive brands like Louis Vuitton and Fendi that are not available to shop on any other multi-brand website.

In an attempt at incorporating the Le Bon Marché shopping experience to the online platform, 24 Sèvres will offer personal shopping services via video chat and on Facebook messenger. By using props and backgrounds the product images on the website have been photographed in a way that links to the visual merchandising and window displays in Le Bon Marché, again linking the bricks and mortar experience to the online experience. Speaking to The New York Times, Ian Rogers, chief digital officer at LVMH said, “Increasingly consumers want pictures over words, if you look at our site, we lean far further toward visually-led merchandising than the more editorial skew of our competitors.”

For the launch 24 Sèvres has worked on a number of collaborations with brands like Fendi, Loewe and Nicholas Kirkwood to create exclusive, limited edition pieces that will be available to purchase online and at Le Bon Marché. Below see a selection of pieces from the collaborations.

Loewe and M/M Paris reinvent the famous Hammock Bag exclusively for 24 Sèvres and Le Bon Marché. Only six will be made available for purchase.
Loewe and M/M Paris reinvent the famous Hammock Bag exclusively for 24 Sèvres and Le Bon Marché. Only six will be made available for purchase.
Nicholas Kirkwood and Nix revisit the iconic Beya Loafers exclusively for 24 Sèvres and Le Bon Marché. The limited edition design is hand painted on 100% leather.
Nicholas Kirkwood and Nix recreate the iconic Beya Loafers exclusively for 24 Sèvres and Le Bon Marché. The limited edition design is hand painted on 100% leather.
Fendi revisits the iconic Peekaboo exclusively for 24 Sèvres and Le Bon Marché.
Fendi revisits the iconic Peekaboo exclusively for 24 Sèvres and Le Bon Marché.

Síomha Connolly

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