Client Spotlight: Translating Luxury in the Digital Space

As we examined in a previous post, the luxury industry is continuously evolving as the online space becomes a more prominent stage for retailers to sell and market their products. Here we’d like to look at how a few of our luxury clients have portrayed their brands in the online space.

Milly

Homepage: The gateway to the Milly ecommerce site immediately draws users in with flashy (literally) design elements and inviting calls to action.

• The homepage design incorporates bright light bulb flashes and animation of the logo upon first arriving at the site.
• For variety, the background graphics and model images swap out after a browser refresh.
• Shopable model images are displayed and lead upon click to the corresponding look on the brand’s runway video hosted in a separate section of the site.
• Special messaging is displayed in the “What’s Happening” section toward the middle of the page.
• Social media icons are highlighted in the header.

The Milly ecommerce site pairs beautiful design with the brand’s signature prints to showcase the equally beautiful apparel and accessories.

Going beyond simply an online shop, Milly also features a Collections section where users can view a shopable lookbook and runway video as well as backstage photos with the designer Michelle Smith.

The brand’s prestige is emphasized in the press section, where a media gallery displays editorial hits, celebrity fans, and event images.

The “Michelle’s Studio” section of the site gives customers access to the designer’s background, images of the studio, inspirational storyboards, and a Q&A series.

For additionally perks and a sense of exclusiveness, regular customers of MillyNY.com can opt to join the VIP program.

Diptyque

Homepage: With high-quality product images, diptyque showcases featured collections that rotate in the main content area of the homepage.

The “Explore 34” section is an impressive design piece created to promote the brand’s new line of products named after the birthplace of the first diptyque boutique—34 boulevard saint germain in Paris. Parallax technology enables users to scroll through the story of the signature line, where creative graphics are changed with each slide.

Each product detail page includes beautiful images with a zoom feature, and customers can connect with the brand by “sharing a diptyque experience.”

The diptyque brand has a charming history that is told through the site’s editorial “Our Story” section.

Michael C. Fina

Homepage: With a simple yet classic color scheme and top-of-the-line imagery, Michael C. Fina strives to create an equally elegant entrance for the online store as its Fifth Avenue location.

• The main content area features rotating shopable product images.
• Three image blocks toward the bottom of the page display designer spotlights and an entry to the company’s acclaimed wedding and gift registry.

Multiple views of each product are displayed on the product details page, and the zoom feature does not compromise the quality of the images.

A comprehensive Jewelry Education section emphasizes the expert status Michael C. Fina has in this industry. Customers can explore information on diamonds, metals, precious gems, and much more.

With the largest selection of engagement rings and wedding bands on the East Coast, a digital version of the beautifully designed Michael C. Fina Diamond Book allows customers to read through the process of choosing a ring with the Fina family.

Online users can connect with the in-store consultants by viewing the Staff Bios and Testimonials page.

We believe all three of these brands successfully represent their brands online and can’t wait to see what they do next.

Translating Luxury in the Digital Space

Luxury brands have been among the last to embrace ecommerce, and not without good reason.  Much of the value associated to high-end products is directly related to the traditional boutique purchasing experience: exclusivity, superb customer service, and lavish décor. Loyal merchant-customer relationships are nurtured over time through perks and VIP treatment.

Recreating this experience through a website is no easy task; however, the digital opportunity to reach audiences is no longer being snubbed by the luxury sector. An article recently published on Internet Retailer, states that 81% of 42 major luxury brands now offer ecommerce solutions.

Slow economic times have pushed brands to look for new opportunities to boost profits by selling directly online. Additionally, consumers are becoming increasingly accustomed to the online shopping experience, particularly when it is paired with impressive technological innovations.

Read on for our analysis of successfully launching an online luxury business.

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Looks do Matter:

Just like a standalone store, luxury brands should incorporate digital aesthetic elements that convey the story and value of the brand. A visually appealing site that doesn’t stray from the brand’s original look will ensure that users will never have to question whether they are in the right location.

Displaying imagery that accurately represents the quality of the products is also crucial. Customers will not be convinced to purchase expensive items online if they are seeing poor quality images. Multiple views, zoom, and even video should be included on product detail pages.

Emphasis on Inclusiveness:

While the appeal of luxury goods is partially attributed to exclusivity, just the opposite may work in the online environment.  Because it is harder to connect with customers in the digital space, including exclusive brand content and opportunities for customers to feel involved can act as a substitute for the personalized customer service seen in boutiques.  Examples are:

• Share “behind the scenes” images and video.
• Develop an ecommerce loyalty program.
• Provide options for user engagement through social networks.

Accessibility to Information & Service:

The decision to make high-end purchases online is not one that comes easily, so retailers should do everything possible to facilitate the process and make customers feel secure. Accessible customer support should be visible throughout the site in every way possible: phone, email, FAQ’s, live chat. List all product information and answer any foreseeable questions on the product detail pages.

Highlight Convenience:

For consumers, convenience is the leading factor that pushes them in the digital direction. Many online purchasers of high-end goods have a specific product in mind that they may even have previously seen in person. A website offers immediate access to sought-after products to anyone with an Internet connection.

Incorporating good usability is necessary to remind users that shopping online on the couch is far more convenient than locating an item in a store. Advanced account options should be offered so that users can save shipping and billing information. As in all ecommerce sites, the checkout and return processes should be simple and easy.

As technology continues to innovate, we are excited to see how luxury brands transform online. Look out for our next Client Spotlight post where we’ll review how a few of our clients have represented their brand online.