As Gruppo Coin we launched Excelsior Milano in 2011, a unique shopping destination, an exclusive and innovative luxury department store designed by star architect Jean Nouvel and Vincenzo de Cotiis, who transformed a former Milanese cinema into an innovative fashion hub.
We have just launched its official e-commerce web site
feature authentic women's, men's clothing, shoes and accessories from both well-known and emerging designers in the fashion industry.
How Luxury Brands are approaching their presence online?
Probably the main point here is providing a great user experience.
Usually luxury sites put creativity and visual appeal first and forget that people have to actually use these sites.
Perhaps some luxury brands think the normal conventions of good usability don't apply to them, or are restricting their creativity.
This results in a unusable site...and in case of e-commerce site, it makes impossibile to buy on line.
Luxury brands should aim to combine good usability and great design.
So there are different elements that make up a luxury site:
- Attention to detail
- Great copy.
- Great service.
In general this is an important element whatever the site, but luxury sites should ensure that images convey the quality of the products on offer.
This is the Excelsior Milano approach on a product - VALENTINO, FLOWERED DRES (2500,00 €) http://www.excelsiormilano.com/clothing/3225-flowered-dress.html
Product pages are well designed with excellent imagery and clear presentation of information on the product and delivery.
For example, this Valentino dress costs 2500,00 € so a certain level of detail is required, and this product page is packed with it.
- Overview image with 4 versions
- Detail Image
The use of video on product pages is great for conversion, and luxury brands should make the most of this opportunity.
Little things matter, such as detailed product descriptions or detail of a particular of the product.
For example for JIMMY CHOO,WOVEN SANDALS, 1150,00€ (http://www.excelsiormilano.com/shoes/3156-woven-sandals.html) there are some images of details.
The copy on product pages should be reinforcing that luxury feel.
Important to keep in consideration the SEO aspect
The Service is something luxury sites should be able to do well.
We are just working on fast delivery all over the world and gift elegant luxury packaging, you can choose during the checkout process.
Navigation must be clear and getting from the homepage to a product page does not require more clicks than is strictly necessary.
For the most part, the majority of luxury brands should be ashamed of themselves- particularly the ones that try to recreate a brick & mortar store as their site.
These concepts are clearly not being thought of by people who spend a lot of money on eCommerce themselves because as someone who does, the most LUXURIOUS online shopping experience happens when a brand is saving me time by providing the best and easiest shopping experience on whatever platform I so choose (desktop, mobile, tablet, application, etc.) with a extreme customer service to back it up.
Time is my biggest luxury and I simply do not want a "brand experience" to be shoved down my throat when I just want to buy something and be done with it.