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This case looks at online retailing strategies in the luxury industry. It offers an analysis of risks and benefits associated with selling online. The case focuses on Chanel, one of the last large players in the luxury industry not to sell its products online. The changing world of online luxury retailing, especially at the beginning of the 2010s, is the starting point of this case, in which students are invited to step in the shoes of a marketing or strategic consultant, analyse Chanel's current ebusiness strategy, and make recommendations. The case can be taught from a strategy point of view (overall decision to sell online or not), from a marketing point of view (positioning, price, place, product) or from an organizational point of view (change, decisionmaking, organizational culture, or emotion). The case is suitable for advanced undergraduate students (Business major), postgraduate students, both in a management / business degree and marketing ones.