Ecommerce is now a big focus for luxury brands.
According to Bain, these efforts are paying off. The global luxury market grew by 5% to reach an estimated €1.2 trillion in 2017, with online sales increasing by 24% to reach an overall market share of 9%.
In March 2017 Balenciaga launched a new website which is pretty remarkable as far as web design goes.
You can see the homepage in the screenshot below. The rest of the website has the same utilitarian aesthetic and frankly looks as if the brand decided that the agency wireframes looked just fine as they were.
The luxury ecommerce market is a hard nut to crack.
How do you recreate online the exclusive and highly personal nature of luxury shopping?
Do you ever find yourself in desperate need of designer clobber? If so, Farfetch recently a solution for the ultimate #firstworldproblem – a super-fast delivery service for luxury fashion.
Launching in partnership with Gucci, F90 promises to hand-deliver Gucci clothes and accessories within 90 minutes, all thanks to a team of dedicated couriers.
Stephanie Horton, CMO of ecommerce platform Farfetch, will be speaking at this year’s Festival of Marketing.
Ahead of the event next week, I sat down with her to talk a little about Farfetch’s branding strategy and what makes it so unique.
Marketing luxury goods is hard. As soon as you charge more than another brand for what is essentially the same product on the surface, you lose the biggest bargaining chip of them all: price.
You have to persuade people to choose your product for reasons other than its price tag, i.e. the quality, its rarity, the way it makes you look socially.
This is the challenge Bacardi faced when trying to come up with a campaign for its Grey Goose vodka last year, and the resulting campaign won it a Masters of Marketing award under the Luxury category.
Fortnum & Mason is the luxury department store residing at the heart of Piccadilly since 1707.
This week, the 300 year-old retailer has launched a brand new responsive website, where it claims to provide the same level of customer service as it does in-store.
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.
Chinese consumers, Indian smartphone users, American advertisers – there’s a global feel to this week’s stats roundup.
If that wasn’t enough, there’s also some UK fashion, wearables, online security and adblocking figures. Enjoy!
Skip over to the Internet Statistics Compendium for more digital marketing trends.
In a post yesterday, I looked at where luxury brands are going wrong online, with examples of poor UX and SEO from a number of brands.
In this article, I want to look at the elements that give sites a luxury feel, and pick out some examples of brands that are managing to blend style and UX.
The recent Harvey Nichois site redesign received some criticism for its perceived lack of a luxury feel, and its ‘middle of the road’ look.
It seems that luxury brands and retailers are to be judged by slightly higher standards than more ‘mass market’ businesses, so how do they handle this?
In a two part post, I’ll look at what makes a site luxurious, and where some brands are going wrong…
Harvey Nichols has launched a new website that seeks to reinforce its status as a luxury multichannel retailer.
The relaunch includes a new mobile site and additional features such as a ‘Click & Try’ service and real-time stock levels.
Rather than carry out a full review of the new Harvey Nichols site, I thought it would be useful to highlight a few of the new features.
In the past we’ve come across a number of high-end brands that are severely let down by the online customer experience, so have Harvey Nichols and development agency Ampersand Commerce managed to get it right?
Read onto find out, or for more information check out our blog posts looking at 17 luxury brands with poor web user experience or how Mulberry’s new responsive site shows luxury brands how to do UX.