Luxury Group LVMH Launches New E-Commerce Website

The distance from 24 S vres has been less than one day. But now, open this from France. Luxury goods group LVMH The new webpage of the new supplier can only see the short greeting on the front page - we are basically ready for you.

This picture has not made any progress compared with the public announcement a month ago. But in fact, if you want to find the clues of 24 S vres in advance, a better way is to look at Instagram. In May 10th, 24 S vres issued the first Instagram message. Yesterday, as the website launched the 24 hour preheating, 24 S vres released a series of pictures. These pictures show the historical features of Paris's city in the form of cute little stickers and small badges.

24 Instagram photos of S vres

24 S Jacobs vres will sell Marc Jacobs x Julie Ver Hoeven jacket

This group of social media marketing looks simple and receives few replies, but there are lots of signals. In the first place, many pictures show the relationship between Le Ponte and 24 S vres, which means that 24 S vres is the channel extension of this 100 year old department store, rather than LVMH's sudden fantasy.

Le Pak Marse department, which was born in 1852, is the foundation of 24 S vres, and accurately, 24 S vres is the online shop developed by LVMH for this old department store. According to the world clothing and shoe net, Lok Ma's LVMH will invest tens of millions of dollars to develop back-end delivery services and other infrastructure for its website. Le Ponte Marshall is already a multi brand entity retailer. Its sales of goods category improvement and inventory system have laid a good foundation for the electricity supplier.

Therefore, at the marketing level, the 24 S vres's preheated picture wants to convey the message very clearly, it wants to show. Online retailers The real relationship with the real economy is that users and passengers can take a good look at the real goods and place an order online or visit Paris after browsing the web. I believe this is also the LVMH group's understanding of today's channel layout. It is easy to see the famous urban landmark of Cafe Kitsune, Palais Royal and so on.

Moreover, the word "Collab" contained in the picture also shows the first wave product strategy of 24 S vres. It will launch the website and a series of designers and brands to celebrate the opening of the website. The list includes dozens of brands such as Fendi, Courreges, Maison Kitsune, Kenzo, Vanessa Bruno, Miu Miu, Chlo, and most of them come from France.

Many brands are very intent on preparing this cooperation. According to Glossy, Vanessa Seward and illustrator Jason Glasser designed the "victory Cowboy" product for the event. Kenzo photographed Hans Feurer to produce a unique printed T-shirt, while Perre Hardy and sculptor Mathias Tan created some white sports shoes.

One is for drainage. Two is to mark the identity and strength of the new traveler. 24 S y vres shows its strong appeal to the brand resource dealer. Some of the brands gathered are Acne Studios and other popular brands, some are hard to open and cooperate with Givenchy, Loewe, Louis Vuitton and so on, and this series of course can only be purchased in the 24 S / vres website and loomponte department store.

Net-a-Porter's Instagram account

Farfetch's Instagram account

However, the new product has a commonality, that is, it attaches great importance to cooperation with photographers, sculptors, and other people in the field of art. Its marketing positioning is likely to be artistic, youthful and symbolic, and is somewhat like Gucci today.

24 S vres chose social media to convey this orientation. Opening Instagram accounts of several fashion suppliers will find that 24 S vres's sticker marketing is non product oriented, while Net-a-Porter focuses on products such as celebrities, net red and other people. As the main supplier of boutique designer brands, Farfetch's products are mostly product close-up.

We know that in the open news, 24 S vres expressed the determination to operate differently. As a late arrival in the field of electric business, the 24 S vres is facing a competitive environment.

17 years of Net-a-Porter, 10 years of boutique, Farfetch and other predecessors have already had a large number of brands. So, in an interview with fashion business review Business of Fashion, Ian Rogers, chief digital officer of LVMH group, said that their website did not have to rely on huge quantities of goods to win. The key is unique products and attractive ideas.

Such a positioning will bring about business feedback, which remains to be verified. However, it needs to be careful not to enter the high cold dead end, which will run counter to the high efficiency, direct and fragmentation of the electricity supplier.

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