The Benefits of Selling Luxury Online
One high-end European online retailer even offers customers the option to select whether the package bow should be tied on the box's left or right side. From product presentation to dispatch, everything must be conducted eloquently so that the brand's high standards are experienced throughout the online purchasing process. Luxury brands that don't provide the same level of care in their online shop as they do in their flagship stores won't be successful.
Online stores also can attract new customers. Individuals who live far from the large cities where flagship stores operate now have access to the same goods as in-store shoppers. Also, younger consumers gravitate more toward e-commerce, so luxury brands may reach a new demographic by developing an online presence.
Despite the benefits, taking a business online, especially a luxury brand, can be an intimidating task. Luckily, solutions exist to help mitigate the challenge. Some online retailers carry a variety of brands under one umbrella, like a virtual luxury bazaar. Here, the brand pays the retailer a fee for the service, as if it's renting online retail space. Aligning with such a website simplifies many processes. For example, it will photograph products to maintain a consistent feel across the platform, manage the payment process and act as an intermediary between the brand and the customer.
The optimal solution is to find an e-commerce provider with which to partner. A partner can analyze a designer label and develop an online store concept that aligns with the brand's overall image and goals. The partner assumes responsibility for developing, operating and marketing the brand's online presence. The best partners also offer logistics solutions, taking care of warehousing, payment processing, distribution and returns. With an all-inclusive partner, high-end labels can concentrate on their core business of designing elegant, timeless products and allow the partner to focus on maintaining an online shop, which requires considerable attention to technology and marketing.