French luxury fashion conglomerate Kering is set to operate its e-commerce websites in-house by 2020. With this move, the company will end a 7-year JV with Yoox Net-a-Porter (YNAP).
In a statement issued, the company mentioned that digital technology and data science provide a way to offer customers the best possible experience on each touch point, and that’s why Kering is ending its association with YNAP.
“Digital can be many different things at once: a distribution channel; a platform for offering seamless omni-channel services to clients; a driver of brand image and visibility; and a tool for engaging with customers in a personalized way,” reportedly averred Chief Client and Digital Officer, Grégory Boutté.
By having a real-time, 360-degree view of its customers, Kering looks forward to address their needs better. A China-based Client & Digital team has also been fashioned which will identify and promote innovations from China to other markets.
Kering may also team up with third-party e-commerce sites, if needed.
Additionally, the fashion group has started working with Apple Inc., an American multinational technology company, to create Apps which will be used in stores by its workforce.
“Via the app, sales associates know instantly if a specific size or colour is available in-store or if it can be ordered from other stores; they can also give customized styling recommendations”, the company stated.
Notably, Kering’s brands represented 6 percent of entire sales in the first half of the current year. It owns luxury goods brands such as Gucci, Yves Saint Laurent, Balenciaga, Alexander McQueen, Bottega Veneta, Boucheron and Brioni, and Pomellato.