Hermes: Reflection Is Too Much.

As a top luxury brand, there is such an online shop that seems to be full of childishness. Tura, from the Hermes general store, commented: "the form of online shop is disappointing. It doesn't bring luxury to anyone. I hope that the rest of the website can have new ideas."

Hermes has focused its online business on scarf products.

　　 Hermes The online store selling scarves has a completely different style from Burberry. Hermes has given the shop a special name, called "House of Scarves" (scarf house). The whole page is a small painted house. When the mouse moves, the clouds on the page will also float. There are also many dynamic patterns, including the small flag of Hermes logo, the little people in the window, the swaying sunflowers and so on. And all the scarves are displayed in every "room" of the "small house". The overall design of the website is composed of hand drawn patterns and physical photographs.

In the competition with large retailers, in order to emphasize differentiation and characteristics, luxury brands may be overdone in some aspects. "Too complex web pages can cause browsers to crash, so some products can't be displayed digitally," said Mulpuru-Kodali, an analyst. So we need to hire those associations. Design And at the same time, he knows what a good designer is. "

A very important point is that Luxury brand It has been realized that opening online stores will not "depreciate the brand". Online shopping experience and offline experience complement each other. Mulpuru-Kodali pointed out: "there are many ways to make online shopping full of luxurious and honorable experience."

Related links:

Has the luxury electric business trip become an irreversible trend?

In 2012, Coach, a luxury luxury brand, had worked with Tmall for a month to test water. After that, it rushed to close the store. Coach officials explained that Tmall flagship store was one of the 70th anniversary activities celebrating the establishment of the brand. The planned operation time was one month. Three years later, in September 2015, Coach announced its return to Tmall and began its second business trip.

In April 2014, Burberry officially entered Tmall online mall and became the first luxury brand to open in China's B2C online store. However, due to poor sales data, Burberry has also closed Tmall flagship store.

In April 2015, Chanel Chanel first entered the luxury electric business Net-a-Porter, selling high-end jewellery series CoCo Crush. After months of trying, Chanel withdrew the product.

From trying business to closing, and coming back again, it is easy to see from the repeated exploration of luxury brands that they are still waiting for the electricity supplier. And how to insert the cultural genes and mental consumption inherent in luxury attributes into the virtual platform such as the Internet, perhaps luxury brands still have a long way to go.