LUXURY FASHION IN THE DIGITAL AGE
Providing customers with a premium shopping experience is essential for luxury fashion brands. The constant evolution of e-commerce has forced these brands to develop strategies that offer a unique online experience to replicate in-store visits. Brands have achieved this objective by becoming digitally-savvy through the development of particular methods that help them maintain an equivalent level of customer experience.
The first stage in attraction is content, otherwise known as storytelling. Hermes is a notable player that transmits their message through the whimsical representation of their web content. Their customers have the opportunity to create a wish list and viewing videos of the products. Whereas Louis Vuitton and Burberry, post their runway shows and unique editorials, a unique online feature.
The second component is personalization to foster the online relationship. Louis Vuitton and Burberry collect data about their location and offer exclusive promotions accordingly. Hermes online customers receive questions pertaining to the method of delivery and location. Further, once the information is collected, it is saved in the company’s database for future reference.
The final aspect is customer service, which emphasizes the importance of providing seamless service. Customers of these notable brands have the ability to purchase products with free returns and shipping that can be reserved online or in-store, as well as a live chat service. In order for these brands to maintain continued success in e-commerce as they do in-store, the multichannel experience must be innovative and exceed expectations, otherwise they will resemble everyone else.
Milnes, H. (2016, January 22). How top digital luxury brands create a premium e-commerce experience - Digiday. Retrieved September 16, 2016, from http://digiday.com/brands/top-digital-luxury-brands-create-premium-e-commerce-experience/