Fendi launched its online store in the United States last week, following a European launch earlier this year. The move is instrumental to reaching consumers when and where they want to shop, according to Chairman and CEO Pietro Beccari.
"We are doing it on our own because e-commerce is not even a new channel, it's a need to satisfy customers," Beccari told Women's Wear Daily. "The customer is the same, the one that buys in brick-and-mortar stores and the one that goes online, maybe selects at home and then physically walks into the store."
Fendi launched its online store in 24 new countries in March. Beccari said that these online sales have already more than doubled what was expected. The findings are no surprise as last week Unity Marketing reported that almost three-quarters, 72 percent, of shoppers with the highest spending power in the United States have bought something via e-commerce in the last three months.
An online store is also a way for the luxury retailer to reach areas in the United States where physical brand stores are not located. Luxury spending in the United States is expected to grow 6.6 percent in 2015 and reach $6 trillion, which is about half of the total consumer expenditure in the country, $12.1 trillion.
Beccari said that social media has helped accelerate the e-commerce process and that luxury is now starting to embrace this channel for retail.
Fendi has also been expanding the omnichannel experience for shoppers as of late. Last summer, the luxury retailer opened its first pop-up shop in Manhattan's SoHo neighborhood. The company plans to open an e-commerce store for Japan next.
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