While other major brands question the fashion system, Chanel hopes it will soon be business as usual.
PARIS — While other major brands question the fashion system in light of the upheaval triggered by the coronavirus pandemic, Chanel hopes it will soon be business as usual.
“We expect to see a two-digit drop in sales, and we don’t have good visibility yet on the exact impact,” Pavlovsky said of the outlook for 2020. He noted the brand was performing well in South Korea, Taiwan and Hong Kong, where its stores remained open throughout the pandemic, and in parts of Asia where retail has resumed.
Even as designers such as Giorgio Armani and Dries Van Noten are pleading for fewer collections and more in-season deliveries, Pavlovsky said Chanel thrives on its system of six ready-to-wear collections a year — eight, if you count the Coco Neige and Coco Beach capsule ski and swimwear lines. He suggested the mega-shows — which characterized the tenure of Karl Lagerfeld at Chanel, with sets including a space rocket, a waterfall and an iceberg — would probably give way to smaller shows under current artistic director Virginie Viard.
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