Did you know online sales represented 6% of the global luxury market for personal goods in 2014? Luxury e-commerce has grown in the past years, by 27% between 2009 and 2014. Selling on the Internet is a big challenge for renowned luxury maisons, and one big strategic step, that more and more of them are taking.
A recent study conducted by Google and Ipsos in June 2016 focuses on the usage of Internet for luxury shoppers in France, Japan, Italy and in the UK. This study highlights the importance of Internet in the shopping process for luxury products, during the research phase as well as later. Here is a summary of the main actionable conclusions in a user experience point of view, and how we can use them to improve the UX on luxury e-commerce and brands websites, including work on pictures, videos, real-time conversation online, etc.
Watchmakers, fashion, beauty, jewelry… luxury brands are at the digital crossroads, with an important decision to make: how should secular brands integrate and stay on top of the new technologies world? Today, they all know they have to face the luxury e-commerce challenge. Whereas 40% of high-end brands don’t sell via the Web (Bloomberg Business), online sales of luxury goods could triple to €70 billion by 2025 (Altagamma-McKinsey Digital Luxury Experience Observatory.) Because the secret to getting ahead is getting started, and based on my own experience on the matter, here are 10 user experience challenges a luxury brand should consider when initiating a purchase process on their website.
What should the luxury industry do with new technologies? With new possibilities come new challenges… How can the luxury industry get ready for these new challenges? How can an industry based on centuries of history and crafts adapt to new technologies, and to what extent? This was the theme of the second edition of the Crea Luxury Day in Geneva last Wednesday.
Crea Geneva and Inseec were organizing a big conference day on luxury this 15th September, and I had the chance of being one of the guests. Among the speakers was Jean-Noël Kapferer, a famous French professor and researcher on media and luxury. His books were part of my preparation for exams, and I was feeling lucky to meet him in person. The event was held at the Fédération des Entreprises Romandes in Geneva. Entering the conference room, guests were offered a nice Caran d’Ache pen in a custom box, giving it already a luxury twist (many thanks to the organizers for that!)
The Crea Digital Day took place yesterday at the Fondation des Entreprises de Suisse Romande in Geneva (Switzerland.) Co-organized and brought to digital professionals for free by Crea school, eMakina and Bilan magazine, this one-day conference featured speakers from Instagram, Tesla, The Audience and Terre des Hommes. If a few speeches turned out having very little to bring to the conversation about digital, or even one or two being plain advertising for a product or a service, we had the chance to attend a few passionating sessions, with charismatic speakers.