Are the basics of retail, the future of e-commerce?

When LVMH announced the launch of its new e-commerce platform, 24 Sèvres, my first reaction was a mix of excitement, admiration and relief.

Excitement because one of the leading groups innovating in luxury had finally made a move towards multibrand e-commerce, favoring user experience over brand control. Admiration goes without saying – I mean, have you seen the website?- as LVMH managed to launch a website that lives up to the graphic and animation standards of luxury stores. Finally relief, as we are now witnessing major groups trying new efforts to offer the best of both physical and digital at any step of the customer journey.

LVMH managed to take the best of physical luxury stores, in terms of design and service, as well as the best from other e-commerce platforms, and created its own vision of e-commerce. A vision that is both customer-centric and modern.

While showing a new way for luxury e-commerce, 24 Sèvres leverages and pushes further some basics of luxury retail. Let’s dive into three luxury retail rules that make 24 Sèvres such a good example, to me, of innovative luxury e-commerce.

 

1. Tailored recommendations

Shoppers can contact a personal shopper for a digital and truely personalized fashion consultation. Depending on their preferences, customers choose their favorite medium to get in touch with these special advisors: video chat (on the app), Messenger bot (called Style Bot), live chat, phone or email. One notable advantage from the Style Bot is that of being available 24/7, fitting in online customers’ shopping habits.

Personal shoppers are dedicated to this job, and have a styling expertise. In this way, LVMH is following up on Macy’s efforts to make sales assistants available online to e-commerce shoppers, thereby bridging the gap between being in-store & advised, and online & alone.

 

2. Luxurious merchandising

24 Sèvres’ UI sets up standards for future luxury and/or fashion e-commerce platforms, with high quality visuals, animations and frequent updates of content. Such content replicates efforts made on store windows to catch customers’ attention in the street. One theme is displayed in several visuals/animations, to show the highlight of the week on the platform. The quality of execution aligns with Le Bon Marché’s high-end image, and therefore embodies this emblematic Parisian department store, online. Even product visuals have been careful shot in an editorial style, to mimic luxury settings in fashion magazines and in store.

 

3. Curated offer

Finally, and this is a major differentiating point compared to other luxury e-commerce platforms such as Net-à-Porter or LuisaViaRoma, 24 Sèvres offers a highly curated selection. Product offering is rather limited compared to competitors, because 24 Sèvres embodies Parisian luxury and as such, it only offers luxury items that match a certain style. This indicates the website is destined to an exclusive and selective audience, looking for more than traditional luxury e-commerce.

 

With 24 Sèvres, LVMH took the best retail and e-commerce practices and mixed them to offer a truely luxurious online shopping experience to a very demanding audience. While basic retail principles set this website apart from competitors, it will be interesting to witness their influence on future platforms!

How Snapchat can boost e-commerce sales

Michael Kors has come up with a fun, smart use of Snapchat that may just solve one of the key issues brands are facing with online shopping.

While purchasing a bag online doesn’t necessarily require a fitting room session before hand, shopping for clothes or accessories you actually wear on our body usually does (let’s say sunglasses). To advertise for its Kendall II shades, the brand Michael Kors set up a Snapchat lens on June 27th, which just happens to be the U.S. National Sunglasses Day (apparently, there is such a thing).

Just like any other Snapchat lens, this one allows users to take a selfie and the lens filter sets the sunglasses on their nose! So Snapchat users in the U.S. were able to have fun virtually trying on luxury sunglasses on for 24h and sending the results to their friends. This campaign leveraged the whole hype around the National Sunglasses Day and mixed it with the overall enthusiasm for selfies among millennials, which in result created branded moments in young people’s exchanges with their friends.

The Kendall II sunglasses being relatively affordable for a luxury brand (they’re priced 149$), targeting millennials through one of their favorite apps was a great way to secure some top-of-mind brand and product awareness for the model as the summer holidays are approaching.

I believe fashion brands should create similar campaigns to generate engagement around their products in a fun way, that focuses on the users and their friends, rather than focusing on celebrities and products. While it may be hard to develop a lens filter, it is worth it in terms of awareness and feelings towards the brand.

Find your eyewear match with FENDI and Spotify

output_fsdwG5

Screenshot of Fendi Eyeshine pages

Music tastes are usually seen as a reflection of someone’s personality and mood, and this is exactly how FENDI intends on finding the perfect Eyeshine sunglasses for you.

Use your eyes and ears to find your next sunglasses

The brand recently launched a multisensory experience to showcase its Eyeshine product line, using a selection of 4 of Quebec singer Coeur de Pirate’s tracks to identify visitors’ mood. Each song title echoes to a specific style of Eyeshine glasses: Golden Baby for the golden style, Woods Darker than Night for the dark model, Ocean Brawls for the aqua shades and Drapeau Blanc for the white frames.

After choosing among these tracks, visitors are driven through a list of songs that further explore their current mood: from classics such as The Beatles, Nirvana and Pink Floyd to more recent artists such as Katy Perry and Lorde, FENDI used Spotify to create playlists in line with each of the four moods and personality traits they matched with the four current Eyeshine colors.

Make your mood, style and playlist a match

After browsing through the music selection, visitors discover a quick presentation of the Eyeshine style, a description of who they are right for (e.g., “Fendi Eyeshine White is the perfect match for a chic, sophisticated person”) and they are invited to discover and follow a Spotify playlist dedicated to their eyewear match.

FENDI went one step further than most brand’s “tell me what you do, I’ll tell you what to wear” quizzes and designed a fun and ear-pleasing experience, which is quite an original way to sell sunglasses!