FINDING LUXURY ONLINE: A PAPER ANALYSING STATE OF LUXURY BRANDS IN DIGITAL SPACE
1. Lack of Communication + Brand Individuality
For the following websites, which cater to an extrmemely different audience with varied price points, if the brand name is removed. are hard to differentiate (irrespective of the products).
2. Recreation of Bigger than Life Retail Online
Luxury Brands which are known for creating a bigger than life experience are successfully doing it in the retail space but relatively fail to do the same digitally.
Hermes a pioneer of leather luxury, is a prime example. Click here for project on Hermes Website Redesigned.
Giorgio Armani: With a spectacular flagship store in New York but an average global website.
3. Lack of Ease in Navigation
Chanel takes the user through several complicated pages (illustrated below with the arrows) to reach the product page.
Comparative Analysis of Chanel, Hermes and Prada
Detailed Analysis in the final paper at the bottom of the page.
Details on each recommendation in the final paper at the bottom of the page.