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I recently wrote a post looking at the customer journey on Louis Vuitton’s ecommerce site.
It was triggered by a sense that luxury brands struggle to find a balance between an online shopping experience that stands out from the crowd but that also delivers a slick UI.
Ecommerce poses a difficult problem for luxury brands. How to create an online shopping experience that stands out from the crowd while also delivering a slick UI?
It’s not an easy task and in the past we’ve been unimpressed with how luxury brands have approached the online UX.
In the early days of social media luxury brands attracted huge followings simply because people liked to be associated with aspirational companies.
I naively thought that those days had passed, but it would appear that luxury fashion brands are still a big draw on social.
It could be that the likes of Chanel and Dior have outstanding content and are excellent at engaging with their fans, but I thought it would be interesting to see if they’re getting by on reputation alone.
According to data from Socialbakers, luxury brands account for four of the top six most-popular fashion labels on YouTube.
Victoria’s Secret is far and away the most popular (453,000 subscribers), followed by Chanel (250,000), Dior (124,000), Quiksilver (117,000), Burberry (110,000) and Louis Vuitton (74,000).
Here’s a look at what these four high-end fashion labels are getting right on YouTube. Or for more on this topic, read our posts looking at Burberry's social strategy and examining five great luxury ecommerce sites.
The imaginero (maker of images) has always found it tricky to make a living.
Even painters we now regard as masters died without fortune and sometimes in poverty. Painting was a trade. It paid as such.
Of course, when means for mass reproduction came along, artists or their gallerists could distribute works that would meet public approval and this made some very rich. But even then, many of the best suffered a lifetime of penury if their works didn’t conform to the tastes of their time.
Fast forward and the emergence of the commercial internet has meant artists can promote themselves. The din is greater than ever and it’s hard for artists to get heard.
However, commerce, the internet, increase in media consumption and social media specifically make for greater demand than ever for visual design. As web design gets both more commonplace and more sophisticated, companies seek to differentiate themselves with better branding, advertising and content marketing.
And perhaps brands are getting serious about patronising new artists?
Whatever time an artist lives in, patronage has always been the surest way to security. Whether of the King of Spain or Charles Saatchi or Debenhams.
Content marketing has only a loose definition; some think of it as informational content added to a website to improve search ranking, others see it as a way to drive traffic to a website from social.
Going a little further, many brands select a content niche that often has little direct relation to their products. Creating content like this often isn’t enough; at this stage, content marketing moves into sponsorship, patronage, charity, brand association and media ownership on a scale most brands only dream of.
So who is taking content to the next level, and what scale are we talking about?
Why does the experience of luxury e-commerce never quite live up to it’s promise?
After some big-name e-commerce launches, we’ve yet to properly deliver a luxury e-commerce experience, so what can differentiate a luxury e-commerce site from any other?
What separates a luxury e-commerce store from an e-commerce store selling luxury goods?