A wide range of mainstream brands and sample sale sites are outpacing their luxury counterparts in the adoption of technology – and in turn, are creating a widening gap that luxury brands will need to address. Luxury brands have been particularly challenged to provide a truly “white glove” online experience. While the online interface can be slick, glossy, premium and elegant, at the end of the day, the consumer is still sitting at a computer or balancing a tablet on her lap. Part of the allure of the luxury lifestyle lies in the elevated human-to-human experience, the special customer service and the care and careful attention to detail that luxury brands exhibit. And these are all things that, despite best efforts, cannot yet be replicated by a machine.
Yet while luxury brands have been arguably slower to embrace the internet, the increase in digital sales, online browsing and brand consideration across the luxury sector generally and in fashion particularly is forcing these brands to reinvent their online offering. With this in mind, the following are online advances that luxury brands can implement to mirror the special experience and high standards that their consumers have come to expect in-store.