{"id":19225,"date":"2015-07-17T00:00:00","date_gmt":"2015-07-16T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/luxury-fashion-online-from-off-to-on\/"},"modified":"2015-07-17T00:00:00","modified_gmt":"2015-07-16T22:00:00","slug":"luxury-fashion-online-from-off-to-on","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/luxury-fashion-online-from-off-to-on\/","title":{"rendered":"Luxury Fashion Online: From Off to On"},"content":{"rendered":"<p>One of the biggest challenges for the luxury goods sales channel is managing the experience in a fully digital environment. In this article I\u2019ll explain ways to overcome this barrier, with 2 practical fashion retail examples: one Spanish, Ekseption, and one international, Net a Porter.<\/p>\n<p>Online fashion is one of the best-selling sectors, and one of its main sales channels is multi-brand retailers.<\/p>\n<h2>Multi-brand luxury fashion stores<\/h2>\n<p>Multi-brand stores are those whose catalog includes items and products from several brands. In most multi-brand online stores, it\u2019s very important to optimize the brands that<strong> drive <\/strong>visits to the store.<\/p>\n<p>In Spain, the multi-brand online store market has grown steadily across all sectors, and it\u2019s one of the most common business formats in physical retail. However, competition among multi-brand stores online is much fiercer, since you need to consider:<\/p>\n<ul>\n<li>Whether you have a larger or smaller range of items or products than the competition. The bigger the catalog, the more sales opportunities.<\/li>\n<li>A larger or smaller price margin depending on costs and agreements with brands. The better the deal, the better the terms you can offer customers.<\/li>\n<\/ul>\n<p>Until recently, it was believed that if you offered the same as another store and cut your price to compete, you\u2019d increase sales. That premise has now been called into question, as <strong>eCommerce shoppers are increasingly demanding about service quality and customer care<\/strong>.<\/p>\n<h2>Luxury online: customer care is key<\/h2>\n<p>Multi-brand luxury fashion stores are precisely one of the sectors that base their sales strategy on attentive, carefully tailored customer service. Translating that personal touch to a screen was (and still is) one of the reasons for reluctance to move online.<\/p>\n<p>But Google.es rankings include several multi-brand luxury stores that have managed to rank well and stay in business despite not being able to serve you by appointment and <em>face to face.<\/em><\/p>\n<h3>How do you put exclusivity and customer care above all else?<\/h3>\n<p>Luxury fashion stores apply several formulas:<\/p>\n<ol>\n<li>Fashion lovers follow the trends and forecasts of their favorite designers on social media and fashion blogs. That\u2019s why luxury fashion stores<strong> should reflect this interest<\/strong> by creating designer alerts: when new items arrive, customers receive a newsletter about the designer\u2019s new collections or news.<\/li>\n<li>The store should be a<strong> go-to destination <\/strong>for fashion. By creating unique content through blogs, online publications or apps, it should keep users informed of new arrivals while <strong><strong>building anticipation for what\u2019s about to arrive or is already trending. <\/strong><\/strong>They\u2019re not just online stores: they\u2019re experts in, and showcases for, a <em>lifestyle<\/em> in which the items on offer are part of that style.<\/li>\n<li>Visible chat, phone and email support and, most importantly, <strong>very short response times<\/strong>. Effective communication with customers must be priority number one.<\/li>\n<li><strong>Product images in the highest resolution.<\/strong><\/li>\n<li>And of course, a <strong>free shipping <\/strong>and<strong> returns policy. <\/strong><\/li>\n<\/ol>\n<h3>Success story: Net-a-Porter.com<\/h3>\n<p><strong>Net-a-porter.com > <\/strong>Founded in London 15 years ago, Net A Porter has built its entire sales strategy around the online channel. This pioneering luxury fashion site offers <strong>styles and designs from international runways, such as exclusive pieces <\/strong>by Roberto Cavalli, Alexander McQueen, Tom Ford, Stella McCartney and more than 300 renowned designers.<\/p>\n<p>Net-a-Porter stands out for the <strong>option to receive personalized alerts about new arrivals<\/strong> from each designer when new items are available. But among its customer engagement initiatives, its <strong>own magazine<\/strong> stands out, where readers can follow what\u2019s coming to the store, and which is also a trend-setting publication. Launched in early 2014, the magazine has an app and a digital version, while the print edition is distributed in more than 60 countries.<\/p>\n<h2>Ekseption: Spain\u2019s multi-brand luxury fashion store<\/h2>\n<p><strong>Ekseption<\/strong>, the luxury fashion store developed by <a href=\"https:\/\/trilogi.com\/en\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trilogi<\/a>, is another success story in online luxury fashion in Spain.<\/p>\n<p>At Ekseption you can buy renowned brands with every convenience:<\/p>\n<ol>\n<li>No need to wait longer for a haute couture item. At Ekseption, orders arrive within 2 business days at most, with no delays just because it\u2019s luxury fashion from international runways.<\/li>\n<li><strong>Shipping and returns<\/strong> to Spain, Portugal and Europe Zone I are<strong> free<\/strong>, making it easy to buy and return items.<\/li>\n<li>To create the <em>lifestyle<\/em> the sector demands, it features a <strong>Trends<\/strong> section, where items are grouped according to the season\u2019s fashion standards.<\/li>\n<\/ol>\n<p>These two stores are a prime example of how luxury can find its place in eCommerce, as <em>shop-in-shops <\/em>that care about their audience and its buying decisions. This means saying <strong>goodbye to reservations and waiting lists<\/strong> (sometimes months long). As in physical luxury stores, crowds don\u2019t get through the door, and in most cases you have to book well in advance to shop. With this online sales channel, haute couture lovers can have what they want when they want it.<\/p>\n<h2>Farfetch lands in Spain<\/h2>\n<p>Farfetch, a luxury fashion retailer, features more than 300 independent boutiques, from emerging designers to established brands. Just a few weeks ago, this British platform launched in Spain to boost the luxury fashion sector nationwide.<\/p>\n<p>What do you think is the best customer service channel a fashion store can offer you?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of the biggest challenges for the luxury goods sales channel is managing the experience in a fully digital environment. In this article I\u2019ll explain ways to overcome this barrier, with 2 practical fashion retail examples: one Spanish, Ekseption, and one international, Net a Porter. Online fashion is one of the best-selling sectors, and one [&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":[2509],"tags":[],"class_list":["post-19225","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>Luxury Fashion Online: From Off to On | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"One of the biggest challenges for the luxury goods sales channel is managing the experience in a fully digital environment. 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