Chanel logo is seen on the company's store in Monte Carlo, Monaco, December 9, 2017. REUTERS/Eric Gaillard
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French couture house Chanel has taken a minority stake in London-based online retailer Farfetch, the companies said Monday, as part of a tie-up to develop digital services such as chats to connect the label's clients with store assistants. Luxury goods companies worldwide are trying to expand their digital services to court younger or more tech-savvy clients.Under the new deal, the label will not sell its wares via Farfetch but would work with it in coming years on digital innovations linked to customer services, said Bruno Pavlovsky, Chanel's fashion president.Chanel already offers select clients some digital support but wants to make this more widely available, Pavlovsky said, adding the firm would start testing new services this year.
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