MarketLine Intelligence Center. Prada’s online customer journey: luxury content, poor UX – Econsultancy. 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. In my conclusion I noted that the focus seemed to be on content delivery rather than creating an amazing ecommerce experience. This week I’ve decided to turn the spotlight on Prada to see how it attempts to balance luxury with usability. Here’s what I found… Homepage The homepage is a great example minimalist design and the imagery is very striking, but usability has taken a backseat.
Most of the navigation options are hidden inside a hamburger menu though there are also three text links on the left of the screen. The pros and cons of hamburger menus are open to debate and though it’s becoming more common to see them used on desktop, I’ve not seen any evidence to show that people prefer them to a standard nav bar. Content Checkout. How young Chinese consumers are reshaping global luxury. Set to be the engine of global spending on high-end shoes, bags, fashion, jewelry, and watches, China’s affluent upper-middle class presents an enticing prospect for the world’s designer brands.
In fact, Chinese luxury spending is expected to double to 1.2 trillion renminbi by 2025, delivering 65 percent of growth in the market globally (Exhibit 1). We strive to provide individuals with disabilities equal access to our website. If you would like information about this content we will be happy to work with you. Please email us at: McKinsey_Website_Accessibility@mckinsey.com Imbued with the confidence to spend, underpinned by a lifetime watching new skyscrapers rise in tandem with their family incomes, young Chinese consumers in particular are eager to tap luxury as a means of social advancement and self-differentiation. Chinese consumers are set to contribute almost two-thirds of global growth in luxury spending.
24 Sèvres: Will it disrupt the luxury ecommerce market? – Econsultancy. The luxury ecommerce market is a hard nut to crack.
How do you recreate online the exclusive and highly personal nature of luxury shopping? While the likes of Net-A-Porter and Farfetch have mastered the art – using a combination of brilliant content marketing and super-fast delivery to satisfy customers – there’s now a new kid on the block. 24 Sèvres is a new ecommerce company owned by LVMH (the parent company of brands like Louis Vuitton and Marc Jacobs). Inspired by the iconic French department store, Le Bon Marché, 24 Sèvres aims to fill a gap in the luxury retail market, offering a ‘shopping experience of the future’. So, what does it offer for luxury consumers, and will it tempt them away from competitors? Building on an existing store reputation Le Bon Marché has been a destination store at 24 rue de Sèvres in Paris for more than 160 years. Hello world! Targeting a niche consumer So, who is 24 Sèvres’ target market? Luxury brands aggressively turn to e‑commerce. The very rich, F.
Scott Fitzgerald observed, “are different from you and me.” But increasingly they’re shopping online just like the rest of us. Millennials are Changing the Face of Luxury Ecommerce. Editor's Note: This post was originally published in July 2018 and has been updated for accuracy and comprehensiveness.
What finally lured Prada and Céline online. “Fashion is about clothing, and with clothing you need to see, to feel and to understand,” Bruno Pavlovsky, Chanel’s president of fashion told Bloomberg back in 2013, by way of explanation of the French luxury giant’s rigid – and ongoing – resistance to selling online.
Prada relaunched its ecommerce site in December 2017 At the time, it was a position most other luxury houses held, and the tide has turned surprisingly slowly in the intervening years, as many brands have been hesitant to join the ecommerce revolution. Now, however, the industry appears to have reached a tipping point, as technology and consumer expectations evolve to a level that luxury brands can no longer ignore.
In December 2017, Céline announced its debut transactional website, and earlier this month Prada relaunched its shopping website with an enhanced design for desktop and mobile. Céline spring 18 High demand. Luxury sales fail to bounce back with store reopenings. Luxury’s big bet on stores isn’t panning out.
Several luxury companies had earnings reports last week, showing that the industry overall had the worst quarter in its history. Kering’s sales plummeted 30%, LVMH’s by 27%, Hermes by 24% and Prada saw a 40% loss all in the second quarter of the year. This is all despite the fact that many of those brands’ stores have reopened, some starting as early as the beginning of May, with the majority of stores being in Asia.
From Store to Door: The Rise and Rise of Luxury E-Commerce. Although luxury brands such as Chanel, TAG Heuer and Burberry have been selling online for some time, one recent disruption in luxury e-commerce world occurred when LVMH’s announced their new e-commerce platform for the Moët Hennessy wine and spirits division.
Business of Fashion, and subsequently multitudes of other publications, reported on the news. The site, named Clos19, sells luxury wine and spirits from brands including Moët & Chandon, Krug, Veuve Clicquot, Dom Pérignon, Château d’Yquem, Hennessy, Glenmorangie, Ardbeg and Belvedere. The products, which are available in the UK only for the time being, sit alongside editorial content and services like 24-hour delivery.
In addition, Clos19 also sells what the company calls ‘exceptional experiences’ including a luxury travel expedition to Antarctica. Radical Luxury: an exploration. Before I explain what luxury means to me, let me give you some background.
I worked for 10 years as a commodity broker, stopped for four years to have twins (now 10 years old), and am now the CEO of Restore the Music UK, a new charity funding musical instruments and tuition in schools across London. I have been on a very high salary, then none at all, then average, and I have crossed paths with people from every field, race, income, political allegiance and skill set. I have been in a position to be the targeted consumer of luxury products and then very definitely the non-consumer.
There are two things, however, which have really shaped my personal response to the notion of luxury. Number one is a Greek island called Kastellorizo. And yet, such restriction makes it abundantly clear that luxury is not about the best that you can afford. Selfridges Continues Exploring ‘Radical Luxury’ With New Magazine. NEW FRONTIERS: Since the beginning of the year, Selfridges began exploring the meaning of modern luxury via a store-wide campaign that included exhibitions, pop-ups and limited-edition capsules created alongside the likes of Michele Lamy and A.F.
Vandevorst. The latest iteration of the project is the publication of Radical Luxury Issue 1, a poster-zine that aims to continue the conversation around the present and future of luxury through editorial images. The publication, which is made up of 28 double-sided posters packaged together to create a magazine, showcases the retailer’s fall offer through an array of visuals and illustrations: up-and-coming British designer Charles Jeffrey illustrates his vision of Prada’s latest ‘It’ bag for fall, gender-fluid label Art School photographs pieces by Stella McCartney and there are also arty, still-life images of trendy accessories from Boyy bags to glitter clutches by Jimmy Choo. Are luxury brands losing their exclusivity? At the moment at least 40% of all luxury online purchases are influenced by consumer’s online experience. Shopping online has managed to break down the ‘invisible’ barriers, such as feelings of intimidation, a lack of knowledge about the product or brand and perhaps the most important of all; not being part of an elite group.
These are all factors set up intentionally by brick and mortar stores to in principle protect clients from non-clients. Burberry opens first 'Social Retail' store in China. Dive Brief: Burberry on Friday debuted its first social retail store in Shenzhen, China. The 5,800-square-foot store is designed for customers to interact with its products in person and on social media. Mintel Portal. Luxury ecommerce review: Is Balenciaga's 'normcore' website more than a gimmick? – Econsultancy. 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. Balenciaga homepage The Balenciaga site is managed by the Yoox Net-A-Porter Group, which also manages sites for other luxury brands such as Armani, Valentino and YSL. The agency that worked on the site, Bureau Borsche, was tasked with bringing a radically simple design to fruition, one which mirrors Balenciaga’s current high fashion ideals.
The Luxury Ecommerce Experience: What Can Small Businesses Learn From Brands Like Burberry And Gucci. E-commerce has long been a sore point for many luxury brands. Luxury Online Shopping - How Can Luxury Brands Best Sell Direct-to-Consumer Online? - UK. It’s estimated that online sales of personal luxury goods will make up 25% of the market by 2025. And an additional 40% of luxury purchases are in some way influenced by a digital experience. This might include online research of an item that is subsequently bought offline, or a social media post that eventually leads to an in-store purchase.
The benefits of digital cannot be ignored. Luxury eCommerce: Why Brands Are Investing In Online Luxury Retail. The remarkable evolution of shopping luxury fashion online. This week, Net-a-Porter celebrates its 20th birthday, a milestone moment for a brand that completely transformed the luxury retail landscape when it first launched two decades ago. Bain_digest__luxury_goods_worldwide_market_study_fall_winter_2018. Why do UK luxury consumers spend more in store? With online retail growing rapidly over the last decade, the trend has been for e-commerce to take an ever bigger share of the overall retail market in the UK.
In 2010, for example, online accounted for 6.8% of total retail sales in the UK. Last year, it was 16.8%. When you look at the numbers by sector though, there are some variations. The Future of Luxury: 13 Luxury Trends To Stay Ahead In 2020. Why do UK luxury consumers spend more in store? Bain_digest__luxury_goods_worldwide_market_study_fall_winter_2018. The remarkable evolution of shopping luxury fashion online. Luxury eCommerce: Why Brands Are Investing In Online Luxury Retail.