Chanel sets heart on digital domination

Fashion-giant Chanel, with Karl Lagerfeld at its helm, is attempting to digitise its flagship store by installing iPads into changing room walls.

The swish new shop on Regent Street will allow customers to take pictures as they try on clothes, apply filters and share images on Facebook and Twitter.

Lagerfeld could have taken inspiration from his muse, Cara Delevingne, a self-confessed social media expert, who has become one of the most digitally inspired super-models ever,  after social media helped to catapult her to the top.

The shop will also feature mini-iPads which will allow customers to interact with Chanel’s collection. The brands digital direction follows other moves from luxury fashion brands like Burberry to become more interactive.

Chanel’s decision to move in a more technical direction shows that some of the digital prowess exuding from the retailers has rubbed off on to the archaic fashion houses. Brands around the world are increasingly embracing the importance of technology and recognising that integrating it it into their ethos brings rewards.