26 February 2008
Luxury brand websites are failing to take their brands online successfully. Major names such as Dior, Paul Smith and Gucci are all struggling according to a new report.
The survey, conducted in January of this year assessed sites on usability, brand experience and purchase & delivery. The categories looked at included richness of imagery, language, layout and ease of navigation.
The results of the survey showed that Estée Lauder claimed top spot but its score of 109 was far from a potential top mark of 190.
While some sites scored well on certain areas such readability or beautiful design, they were let down by poor support or poor performance.
The research highlights the need for luxury retailers to increase their focus and investment in the online channel. Some of the world’s most prestigious brands are failing to delight their customers online. The care with which brands chose their location, their design, their products and every stage of customers’ interaction is not currently mirrored online.
Keep up to date with industry and Nomensa news by signing up to Nomensa newsletters.
