The luxury industry has struggled to gain a foothold within the online-based world. This is especially evident in the realm of e-commerce, where a lot of the established brands appear to be hesitant to start their journey, opting for the wait-and-see, reserved approach.
In this regard, the newest online stores that specialize in luxury have found it difficult to acquire top-quality clothing and luxury brands that generally have tight control over all aspects of their communication with their customers.
What companies need to grasp is that the narrative isn’t solely of the brand: it boils down to establishing significant connections with the customers. The role of advertising for products has changed from selling to telling. It’s no longer enough to just sell a bag because it’s been branded as an “it bag”-customers have to understand the reason why $1400 is a lot.
What is Luxury Lifestyle by the way
Brands invest huge sums of money to promote a lavish lifestyle. If you visit a boutique one of the major French brands and you’ll see well-equipped salespeople, art installations “one-of-a-kind” merchandise (to speak of limited inventory) as well as luxurious furniture. You’ll get glasses of Champagne as you shop. There is no sense left unnoticed because brands spray expensive scents throughout their stores to maintain the appearance of a proper home. The pleasures of experiencing the great life are lost when you make a move to the internet.
When you buy an artistic dress, a portion of the costs will go to the construction, the fabric and origin country and you’re paying a greater price for marketing, for instance fashion events and events and sponsorships, billboards, product placements and magazine advertisements. This is actually the cost of branding. It may be more significant in comparison to the past when it comes to customer acquisition. In the end. In the end, it is assumed that luxury brands invest about 25% of their revenues on marketing. This raises the question the following: if branding is completely virtual, merely an emotional reaction that a customer needs from the product then why is it so difficult for luxury brands to generate an identical emotional reaction to goods available on the internet?
Luxury Online Shopping
The rules for communicating the luxury of the physical realm are and well established. In the end, it is definitely a physical and tactile experience. It is popular, and it is evident in the sensation of textiles, high-end of the workmanship and the rarity of the material. The art of communicating luxury online continues to be a mystery, however certain conventions have emerged, many of which have been carried over from the print world of luxury magazines large white spaces with a high tone, premium photography and an intense focus on the finer details.
Perhaps the most significant method to convey the luxury of online shopping is via narrative. It is essential that online websites tell the story of the health, fashion and fashion brands it sells as well as the reasons why each item is worth the purchase. This helps increase the affinity between your brand’s logo and the potential customer.