{"id":18883,"date":"2015-07-17T00:00:00","date_gmt":"2015-07-16T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/moda-de-luxe-online-de-loff-a-lon\/"},"modified":"2015-07-17T00:00:00","modified_gmt":"2015-07-16T22:00:00","slug":"moda-de-luxe-online-de-loff-a-lon","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/moda-de-luxe-online-de-loff-a-lon\/","title":{"rendered":"Moda de luxe online: de l\u2019Off a l\u2019On"},"content":{"rendered":"<p>Una de les dificultats m\u00e9s grans que troba el canal de venda de productes de luxe \u00e9s la gesti\u00f3 de l\u2019experi\u00e8ncia en un entorn totalment digital. En aquest article t\u2019explicar\u00e9 maneres de superar aquesta barrera i 2 exemples pr\u00e0ctics de venda de moda: un de nacional, Ekseption, i un d\u2019internacional, Net a Porter.<\/p>\n<p>Un dels sectors que m\u00e9s ven \u00e9s el de la moda online, i un dels seus principals canals de venda s\u00f3n els distribu\u00efdors multimarca.<\/p>\n<h2>Botigues multimarca de moda de luxe<\/h2>\n<p>Les botigues multimarca s\u00f3n aquelles que tenen un cat\u00e0leg d\u2019articles i productes de diverses marques. En la gran majoria de botigues online multimarca, \u00e9s molt important optimitzar les marques que<strong> generen <\/strong>visites a la botiga.<\/p>\n<p>A Espanya, el mercat de les botigues multimarca online no ha parat de cr\u00e9ixer en tots els sectors i \u00e9s un dels formats de negoci m\u00e9s utilitzats en els espais f\u00edsics. Ara b\u00e9, la compet\u00e8ncia entre les botigues multimarca a internet \u00e9s molt m\u00e9s ferotge, ja que cal tenir en compte:<\/p>\n<ul>\n<li>Si es t\u00e9 un volum m\u00e9s gran o m\u00e9s petit d\u2019articles o productes respecte a la compet\u00e8ncia. Com m\u00e9s cat\u00e0leg, m\u00e9s possibilitats de venda.<\/li>\n<li>El marge de preu m\u00e9s gran o m\u00e9s petit en funci\u00f3 dels costos i els acords amb les marques. Com millor sigui el tracte, millors condicions es podran oferir als clients.<\/li>\n<\/ul>\n<p>Fins fa ben poc existia la creen\u00e7a que si oferies el mateix que una altra botiga i abaixaves el preu per competir-hi, aconseguies augmentar les vendes. El cert \u00e9s que aquesta premissa s\u2019ha posat en dubte, ja que <strong>els usuaris del canal eCommerce s\u00f3n cada vegada m\u00e9s exigents amb la qualitat i l\u2019atenci\u00f3 del servei<\/strong>.<\/p>\n<h2>El luxe a internet: l\u2019atenci\u00f3 \u00e9s clau<\/h2>\n<p>Precisament, les botigues multimarca de moda de luxe s\u00f3n un dels sectors que basen la seva estrat\u00e8gia de venda en una atenci\u00f3 al client cuidada i detallista. Traslladar aquesta motivaci\u00f3 del contacte a trav\u00e9s d\u2019una pantalla era una de les retic\u00e8ncies (i continua sent-ho) per fer el salt al canal online.<\/p>\n<p>Per\u00f2, dins dels r\u00e0nquings de Google.es, hi ha diverses botigues multimarca de luxe que han sabut posicionar-se i continuar actives tot i no poder atendre\u2019t amb horari de visita i <em>face to face.<\/em><\/p>\n<h3>Com destacar l\u2019exclusivitat i l\u2019atenci\u00f3 per sobre de tot?<\/h3>\n<p>Hi ha diverses f\u00f3rmules que apliquen les botigues de moda de luxe:<\/p>\n<ol>\n<li>Els amants de la moda segueixen les tend\u00e8ncies i les prediccions dels seus dissenyadors preferits a les xarxes socials i als blogs de moda. Per aix\u00f2, les botigues de moda de luxe<strong> han de reflectir aquest seguiment<\/strong> creant alertes per dissenyador: quan la botiga t\u00e9 nous articles disponibles, el client rep una newsletter que l\u2019informa de les noves col\u00b7leccions o not\u00edcies del dissenyador en q\u00fcesti\u00f3.<\/li>\n<li>La botiga ha de ser un<strong> lloc de refer\u00e8ncia <\/strong>de la moda. Elaborant contingut \u00fanic, a trav\u00e9s de blogs, publicacions en l\u00ednia o apps, s\u2019ha d\u2019informar l\u2019usuari de les novetats, a m\u00e9s d\u2019anar <strong><strong>generant expectaci\u00f3 pel que est\u00e0 a punt d\u2019arribar o ja \u00e9s tend\u00e8ncia. <\/strong><\/strong>No s\u00f3n simplement botigues online: s\u00f3n coneixedores i aparadors d\u2019un <em>lifestyle<\/em> en qu\u00e8 els articles disponibles formen part d\u2019aquest estil.<\/li>\n<li>Xats, tel\u00e8fon i correu d\u2019atenci\u00f3 visibles i, el m\u00e9s important, amb <strong>temps de resposta molt curts<\/strong>. L\u2019efectivitat en la comunicaci\u00f3 amb el client ha de ser la prioritat n\u00famero u.<\/li>\n<li><strong>Imatges dels productes amb la m\u00e0xima resoluci\u00f3.<\/strong><\/li>\n<li>I, per descomptat, una <strong>pol\u00edtica d\u2019enviaments <\/strong>i<strong> devolucions gratu\u00efts. <\/strong><\/li>\n<\/ol>\n<h3>Cas d\u2019\u00e8xit: Net-a-Porter.com<\/h3>\n<p><strong>Net-a-porter.com > <\/strong>Fundada a Londres fa 15 anys, Net A Porter ha constru\u00eft tota la seva estrat\u00e8gia de venda en el canal online. En aquest portal pioner de venda de moda de luxe es poden trobar els <strong>models i dissenys de les passarel\u00b7les internacionals, com els models exclusius <\/strong>de Roberto Cavalli, Alexander McQueen, Tom Ford, Stella McCartney i m\u00e9s de 300 dissenyadors de renom.<\/p>\n<p>A Net-a-Porter destaca la <strong>possibilitat de rebre alertes personalitzades sobre les novetats<\/strong> de cada dissenyador quan la botiga t\u00e9 nous articles disponibles. Per\u00f2, dins de les accions d\u2019atenci\u00f3 als usuaris, destaca el <strong>magazine propi<\/strong>, on es consulten i se segueixen les novetats que estaran disponibles a la botiga, a m\u00e9s de ser una revista avan\u00e7ada a les tend\u00e8ncies. Aquesta revista, operativa des de principis de 2014, t\u00e9 associada una app i una versi\u00f3 digital, mentre que el format en paper es distribueix a m\u00e9s de 60 pa\u00efsos.<\/p>\n<h2>Ekseption: la botiga multimarca espanyola de moda de luxe<\/h2>\n<p><strong>Ekseption<\/strong>, la botiga de moda de luxe desenvolupada per <a href=\"https:\/\/trilogi.com\/ca\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trilogi<\/a>, \u00e9s un altre cas d\u2019\u00e8xit en el canal de la moda online de luxe a Espanya.<\/p>\n<p>A Ekseption es poden comprar marques reconegudes amb totes les facilitats:<\/p>\n<ol>\n<li>No cal esperar de m\u00e9s per rebre un producte d\u2019alta costura. A Ekseption, la comanda arriba en un m\u00e0xim de 2 dies laborables i no es demora pel fet de ser moda de luxe de passarel\u00b7les internacionals.<\/li>\n<li>Els <strong>enviaments i les devolucions<\/strong> per a Espanya, Portugal i la Zona Europa I s\u00f3n<strong> gratu\u00efts<\/strong>, cosa que facilita la compra, la venda i la devoluci\u00f3 dels articles.<\/li>\n<li>Per crear aquest <em>lifestyle<\/em> que demana el sector, s\u2019aposta per l\u2019apartat de <strong>Tend\u00e8ncies<\/strong>, on s\u2019agrupen els articles segons els c\u00e0nons de moda de la temporada.<\/li>\n<\/ol>\n<p>Aquestes dues botigues s\u00f3n tot un exemple de com el luxe pot trobar el seu espai en el canal eCommerce, ja que s\u00f3n <em>shop in shop <\/em>que es preocupen pel seu p\u00fablic i per les seves decisions de compra. D\u2019aquesta manera, es diu <strong>adeu a les reserves i les esperes<\/strong> (de vegades, de mesos). Com passa a les botigues f\u00edsiques d\u2019articles de luxe, les aglomeracions no entren per la porta i, en la majoria dels casos, cal reservar amb molta antelaci\u00f3 per poder comprar. Amb aquest canal de venda online, l\u2019usuari a qui agrada l\u2019alta costura pot tenir el que vol quan ho vol.<\/p>\n<h2>Farfetch arriba a Espanya<\/h2>\n<p>Farfetch, distribu\u00efdora d\u2019articles de moda de luxe, compta amb m\u00e9s de 300 botigues independents, tant de dissenyadors emergents com de marques ja reconegudes. Fa just unes setmanes, aquest portal brit\u00e0nic va arribar a Espanya per potenciar el sector de la moda de luxe a escala nacional.<\/p>\n<p>I per a tu, quin \u00e9s el millor canal d\u2019atenci\u00f3 que et pot oferir una botiga de moda?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Una de les dificultats m\u00e9s grans que troba el canal de venda de productes de luxe \u00e9s la gesti\u00f3 de l\u2019experi\u00e8ncia en un entorn totalment digital. En aquest article t\u2019explicar\u00e9 maneres de superar aquesta barrera i 2 exemples pr\u00e0ctics de venda de moda: un de nacional, Ekseption, i un d\u2019internacional, Net a Porter. Un dels [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1729],"tags":[],"class_list":["post-18883","post","type-post","status-publish","format-standard","hentry","category-etrends"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Moda de luxe online: de l\u2019Off a l\u2019On | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Una de les dificultats m\u00e9s grans que troba el canal de venda de productes de luxe \u00e9s la gesti\u00f3 de l\u2019experi\u00e8ncia en un entorn totalment digital. 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