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Luxury brands on the Internet

Best practices on sites, customer opinions

Which sites are most effective in discussing the brand and its values? How do sites stage their products? What are the best designed online stores? How do customers appreciate the Internet initiatives of luxury brands? What are their expectations on mobile devices and social networking sites?

  • Novembre 2010 | 200 pages
  • 1 690 € HT

    Tarif pour une version numérique.
    Pour une version papier, nous contacter


Présentation

Any questions? Feel free to call an english speaking Benchmark Group analyst at +33 (0)1 47 79 50 34
Runway shows, news, history, savoir faire...Which sites are most effective in discussing the brand and its values? Presentation of collections, product pages, etc. How do sites stage their products? Buyers' guides, personalized recommendations, virtual fitting rooms, etc. How should brands help consumers as they purchase luxury products? What are the best designed online stores? Private client areas, newsletters, community features, etc. What are the best examples to follow? How do customers appreciate the Internet initiatives of luxury brands? What makes it worthwhile for customers to purchase luxury products online? What are their expectations on mobile devices and social networking sites?

To answer these questions, Benchmark Group conducted in-depth visits to the sites of 40 luxury brands from different sectors (haute couture, leather goods, jewelry and watches, fragrances and cosmetics) and extracted the best web practices from 10 other luxury sites.

The study also presents detailed results from an online survey conducted with 558 luxury brand customers.

Armed with practical advice and abundantly illustrated with screen-shots, this study constitutes a reference document for brands who wish to optimize their online presence.

The 40 sites analysed :
baccarat.fr, baume-et-mercier.com/fr, fr.boucheron.com, fr.bulgari.com, burberry.fr, cartier.fr, chanel.com/parfums-beaute, chanel.com/fashion, chopard.com, diorcouture.com/fr, dior.com/beauty, fra.dolcegabbana.com, dolcegabbanamakeup.fr, parfumsgivenchy.com, giorgioarmanibeauty.fr, gucci.com/fr, guerlain.com, helenarubinstein.fr, hermes.fr, hugoboss.com, jeanpaulgaultier.com/fr, jimmychoo.com, kenzo.com, lancel.com, longchamp.com/fr, louisvuitton.com/fr, mauboussin.fr, montblanc.fr, patek.com, paulandjoe.com, piaget.com, ralphlauren.fr, rolex.fr, shiseido.fr, soniarykiel.fr, tagheuer.com, tiffany.fr, versace.com, ysl.com, ysl-parfums.com

The 10 other sites mentioned :
dunhill.com, emporioarmani.com, jaeger-lecoultre.com/fr, lancome.fr/tresor-in-love/, lancome-tresor.fr, lanvin.com, tissot.ch, viktor-rolf.com, womanity.fr, world.bottegaveneta.com


Any questions? Feel free to call an english speaking Benchmark Group analyst at +33 (0)1 47 79 50 34

Sommaire

Introduction

Luxury brands: digital strategies

The main characteristics of luxury brand websites

The ideal website

Best online practices

The homepage serves the brand

  • Animations, background sounds, graphics... Promoting the brand
  • and its world
  • Displaying brand products
  • Displaying new products/New collections

Information about the brand's world

  • News, events
  • History, production techniques, savoir-faire
  • Creative directors, Designers
  • Philanthropy, sustainability... The brand's commitments
  • Webzines, blogs, Web TV... Editorial content
  • Promoting brand accounts on social networking sites

Content and services to help users choose

  • Search features: visibility, precision, and clarity of results pages
  • By product, by collection, by profile... Different ways to access
  • products
  • Buyers' guides, personalized recommendations, virtual fitting rooms...
  • The best-designed services

Staging of products and collections

  • Lookbooks, online catalogues, videos... Presenting collections
  • Descriptions, illustrations, price, availability... The best product pages

Online stores

  • Promoting online shopping
  • Promoting the advantages of online ordering
  • Product selection, shopping cart: examples to follow
  • Customer service, delivery options, payment options...
  • Designing an effective ordering process

Customer service features

  • Private client areas: promotion and available services
  • Contributive sites, online communities... Initiatives to give
  • customers a say
  • Visibility and ease of signing up for newsletters
  • Contact methods: Presence, richness, and visibility
  • Information on stores: Ease of access and quality of content

Luxury brands online: Customer opinions and expectations

Visiting luxury brand websites

  • Websites' visits based on product type
  • Reasons for visiting

Websites, mobile sites, social networking sites... Expectations

  • Virtual fitting rooms, product personalization... The most expected services
  • Motivations for registering for a private client areas
  • Geolocation, m-commerce... The most expected mobile services
  • Brands on social networking sites

The most rewarding Web media

Buying luxury products online

  • The advantage of online shopping
  • Sales sites preferred by Web users
  • Motivations for purchasing online
  • Obstacles to purchasing online

Appendices

  • Sorted by gender
  • Sorted by income level
Any questions? Feel free to call an english speaking Benchmark Group analyst at +33 (0)1 47 79 50 34
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