The move of consumers to the online space is forcing luxury operators to come up with new tools to create an atmosphere of luxury and exclusivity on the Internet that can replace the experience of going to a traditional boutique.
“Retailers and the brands themselves, which are not able to offer the buyer a profitable, relevant and personalized sales offer, which is very important in the luxury format, will gradually lose the buyer,” said Miroslav Zubachevsky, Managing Director of KupiVIP E-Commerce Services.
The boom of 2012 of the year when fashion boutiques presented online boutiques one after another has passed. Online stores of world famous brands now open less often, and if they open, then in the original format. For example, Hermes House introduced the online project La-maison-des-carres, dedicated to the famous Hermes shawls. This is a boutique and not a museum, but rather a virtual showcase: by going to the site, you can see new collections of scarves, learn how to tie them in different ways, find out which artist came up with the design of the scarf, choose a model for it by color, size. You can’t buy anything: the site offers to enter the article of the scarf you like and in response gives the address of the nearest boutique where the item is in stock. You can go to this section directly from the Hermes website. This is another new trend: instead of opening a separate store, brands are adding “pages” to existing sites. For example, the largest retailer Net-a-porter, obeying the fashion of sports style, has launched a section of Net-a-sporter dedicated to sportswear. They did the same in Jimmy Choo: the British brand now has a page with a shoe customization service. You need to choose one of four basic models, and then pretend to be a shoe designer, choose the optimal heel height, material, color, and the finishing touch - put a monogram. The order will be delivered anywhere in the world. Christian Louboutin announced a new project, the purpose of which is to make the online Christian Louboutin boutique more popular and, accordingly, increase sales. The shoe designer intends to create an online gallery of photos of users with the hashtag #LouboutinWorld (Louboutin world).
The idea of a special “world” is also in demand by other virtual luxury sellers. From the main site of the Italian brand Coccinelle, you can now get into the "world" of the girl Mabell, a fictional character who will help to buy a new handbag. The Fashion House Prada, in turn, has updated the website Rada.com, and among other things, it houses not only an online store, but also the Museum of the House - Future Archive. Here is the history of shows and collaborations, as well as the most memorable collections and special projects.
Another area that is becoming increasingly popular with luxury brands is mobile shopping. Givenchy has an application for the iPhone or iPad: with it, you can buy things from the latest collections, plan a trip to an offline store and keep abreast of new deliveries by receiving push notifications on the smartphone screen.
Also, sales and other ways of motivating customers have also become widespread in the luxury market. In particular, the Aizel Group company opened the first luxury online outlet in Russia, Theoutlet.ru, where it sells past collections of hundreds of brands with discounts up to 90% Topbrands Store, whose portfolio includes brands such as Fendi, Jean Paul Gaultier, Missoni, Roberto Cavalli, launched on his website a service that is not atypical for this market for acquiring designer goods on credit. “For buyers, this is an opportunity not to postpone their desired purchases until later. You can get a loan with a zero installment and get things in a couple of days, ”said Anton Trishin from Topbrands.ru.
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