Submitted by a.foley on Mon, 03/27/2017 - 10:08
E-commerce has long been a sore point for many luxury brands. Luxury brands differentiate themselves in part by the high-end experiences they offer in-store and have sometimes struggled to adapt those experiences to the web. Online, without the immersive experience of walking into a luxury storefront and being greeted by a thoughtfully curated assortment of products and a knowledgeable salesperson, high-end retailers worry whether their luxury goods will be as appealing.
Luxury retailers seek to solve this problem by re-creating luxury experiences online.
Storytelling is arguably the most important aspect of the luxury e-commerce experience. Luxury brands are defined by their heritage, by a rich history of craftsmanship and design, and those aspects of the brand must be communicated online.