Luxury Couture and Ready-to-Wear Brands go Digital and focus on CRM as well as Online Sales – what are the Drivers to go online? what are they expecting from Department Stores?
Most Luxury Couture and Fashion brands have either launched their Digital platforms or are about to do it… even CHANEL believe it or not!
At this time, the likes of Dior, Givenchy, Saint Laurent, Kenzo, Celine – to name only some of the most iconic – are not doing this only for the show. They do it because it is essential for their Brands and the business of their Brands.
Therefore when Mary Katrantzou and other up and coming stars announce an online push, it is after the ‘big’ Brands have already assertively engaged. It is not anymore about being innovative, young and modern. It is truly about building their ‘Maison’, in the most traditional sense.
Their focus is interesting – it is all about CRM, and Brand Management with a touch of E-Commerce. But at the root of it, it seems, is the desire to install their perennial houses in the XXIst Century.
CRM has become the most important subject – ahead of E-Commerce (we will be treating this subject regularly) – and it is about People.
CRM for Luxury and Fashion Brands is about People – the people who see, help, listen to the Clients. It is not about systems.
Why would they go online?
Many people – here and there – claim it does not make sense as the products must be tried, touched.. because it is not luxurious enough?
This sounds very old-school to me – it is just a matter of learning how to play this new instrument and to play it well.
The key drivers that come back systematically during our conversations and workshops are:
- Ensure the Brand is the primary destination for all of its clients looking for it
- fight fraud and take control on what is said about the brand and its products
- CRM is now the holy grail of Luxury and Fashion: to get to know and understand your clients as well as convey the proper identity and imagery
Yet, one of the key drivers behind the projects are to review and improve the Sale Ceremony – how will digital support the relationship once the customer has left the store?
And lastly.. sell directly
But what about Department Stores and Luxury Outlets – they are the Brands’ Partners.
The role of Department Stores is increasingly to become the curators or style – beyond fashion – and also to make those ‘sharp’ brands less intimidating.. evidence shows with our clients that Customers buying a Luxury Brand in a Department store feel comfortable to go to the Brand directly afterwards.
I would love to hear your thoughts on this fascinating subject.
E-Commerce consulting – CRM Consulting – Luxury, Beauty and Fashion Brands