HOW TOP LUXURY BRANDS GET EVERYONE’S ATTENTION
The luxury fashion niche is one that’s filled with cutthroat competition, both in the physical and virtual world. Brands spare no expense when it comes to creating high-end stores because this is what attracts the big spenders. Smart brands apply this same principle in luxury fashion website design.
After all, the only way to attract the attention of affluent clients online is with a website that oozes class, elegance, and value.
Like with everything else, there is a right way and a wrong way to get things done. Here, we focus on 14 luxury brands that have gone all out to ensure that their websites match their reputation, because, in the world of fashion, status is damn near everything.
These luxury fashion website designs struck the sweet spot by integrating a smooth user experience with exquisite visuals and ease of navigation to create the perfect balance of class, convenience, and luxury.
- 1. Tod’s
- 2. Verawang
- 3. Harper & Jones
- 4. Italian Wood
- 5. Stine Goya
- 6. Burberry
- 7. Hogan
- 8. Kiton
- 9. Calicanto
- 10. Manolo Blahnik
- 11. Wootten
- 12. Christian Louboutin
- 13. Fendi
- 14. Salvatore Ferragamo
Minimalist, user-friendly design
Tod’s engages its users with a landing page that’s simply laid out to maximize ease of navigation.
The neutral beige color scheme is what makes their visuals pop. However, it is their use of stunning images to list the most popular categories on the landing page that captures the attention of visitors. This is what prompts them to hit the “Discover More” button.
By targeting clients based on gender and personal needs, Tod’s ensures that all their visitors can find what they’re looking for straight away even without engaging with the search bar.
Placing eye-catching visuals on the landing page engages the visitors’ attention immediately.
However, it is the integration of these images with the site’s most popular categories and elegantly positioned “Discover More” buttons that turns their visitors into leads.
Everything is classy, minimalist, and stunningly laid out. To give visitors the freedom to shop around or go straight to what they want is key to driving up conversion rates.
Use of visuals and hierarchy
Verawang showcases its ability to instil elegance in their website using classy visuals relevant to each category.
User experience is superb because site responsiveness is smooth, which makes it easy for visitors to locate what they need in a cinch.
Each category rests on a separate tab, and each tab features a stunning background image and elegant yet straightforward text. Under each category, Verawang picks out the highlights and lists them right on the tab. This layout makes it easier for visitors to launch product-specific, time-specific, or category-specific searches straight from the landing page.
Sticking with white font over a black background is a classy decision, and the creative arrangement of categories gives visitors a wonderfully smooth and straightforward shopping experience.
Creative typographic treatment
It is hard not to read through the entire landing page of Harper & Jones.
Call it crafty or creative, but this men’s clothier brand explains their mission in the briefest, most eye-catching manner possible, urging the visitor to find out as much as they can before leaving the site.
It’s a strategy that employs the use of simplicity and quirky design with large fonts, handmade scribbles, and chuckle-worthy anecdotes – a recipe designed to capture the attention of their target audience.
There’s not much in the way of visuals save for the image banner, but the message on the landing page is still loud and clear enough to prompt the visitor to click on the dropdown menu. Here, they are guided towards “Appointments,” “Showrooms,” “Pricing,” and even “Testimonials,” among others.
This site makes full use of a design that relies on text to send its message, and it does it with large, bold text and an attention-grabbing color scheme.
Mobile Optimization and Elegant Visuals
This is a brand whose website embodies its vision through and through.
Here’s why the Italian Wood website is not just stunning, but also practical:
- High-end visuals – marketing designer shades has got to be one of the trickiest feats to pull off, but Italian Wood does it quite succinctly. How do they achieve this? Using crisp, visually satisfying images of their products. Customers want to know that they’re trading their hard-earned cash for real value, and nothing screams elegance more than visually appealing photos
- Minimalism – rather than bombard customers with an endless list of products, they’ve chosen to keep it simple. The landing page guides visitors to just four of their designer shades. According to psychology, giving people fewer choices empowers them to make a decision faster and with more certainty.
- Mobile optimization – high-end visuals, coupled with fewer choices on a mobile device, equals high conversion rates. Mobile users need only swipe from left to right on the landing page to access their products. At the top, a dropdown menu leads to more options, and a shopping bag icon directs prospective customers to the checkout. Simple, quick, and extremely effective.
Stine Goya takes uniqueness to the next level with their interactive landing page.
Rather than showcase individual items, they highlight entire outfits so that the visitor is compelled to shop for more than just one thing.
Utilizing a stylish magazine-like layout, Stine Goya allows visitors to browse through image galleries showcasing trendy outfits while listing the prices of the individual pieces below each image. This way, visitors can decide to buy the gear as a whole or focus their attention on select items.
Stine Goya’s method is simple yet effective because it inspires visitors to splurge on entire outfits rather than single items. This promotes a lot of return business because aside from offering luxury products, they unwittingly dish out advice on how best to rock the pieces.
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Engaging Video Integration
Burberry’s luxury fashion website design embraces the use of conciseness with carefully placed fashion elements.
A video journal takes new users through their latest collections, which, as human nature dictates, is a more effective way to spread and promote the retention of new information.
Burberry targets the shopper that knows what they’re looking for.
Simple gender-classified categories offer quick and easy navigation through the site, while an enticing “Discover the Campaign” button lures visitors to view their most popular collections.
Burberry’s website design is all about building a solid customer base. The campaign collection inspires new visitors to leave their email address for updates or to create an account for purchases. Either choice helps grow their customer base, inspiring repeat visits, and ultimately leading to more conversions.
Hogan’s website is a no-muss-no-fuss kind of deal that allows visitors to scan through the new arrivals based on gender.
Again, it is evident that the luxury brand understands the value of minimalism, and because of it, their website looks attractive yet uncluttered and easy to navigate through.
Hogan uses visuals sparingly but correctly, using images to distinguish categories for a better browsing experience. However, what stands out is their choice to go with a sidebar menu as opposed to the traditional dropdown. Minimalist icons on the left allow visitors to access a dropdown menu, favorite items, add to cart, access their account, or even pick a store.
Convenience is a trait shared by the most visited websites, and Hogan’s luxury fashion website design has it in abundance. Users can navigate effortlessly through categories and access information with one click no matter what part of the website they’re in. That makes for superb user experience.
Kiton adopts a highly visual approach in their website design.
Their landing page has a scrapbook-like feel to it that is endearing and quite personal, albeit with just a touch of high fashion sense.
A picture speaks a thousand words, and Kiton has embraced this power to the max. The use of images to set apart each category is a powerful way to entice the subconscious mind of their visitors. They deploy a simple, almost homey approach in their imagery as well, opting for seemingly random images as opposed to models and high definition snaps.
Navigating through their site is not even half a task because everything you might want is within sight. Everything else is hidden away in a neatly placed dropdown, which stands next to a search icon. Kiton may not ooze the elegance and luxury associated with top designer brands, but they more than makeup for it with their site’s ease of navigation.
Modern & Simple Design
Calicanto let their pictures do the talking for them.
A landing page elegantly decorated with high-end visuals is enough to attract even the most nitpicky luxury shoppers. However, it is their straight-to-the-point approach that turns those visits into sales.
Calicanto waste no time on introductions (they save all that for the dropdown menus) but instead go straight to showcasing their high quality bags right on the landing page.
Although the pictures are as classy and elegant as they come, it is their presentation that attracts the eye.
Plastered on a pure white background, Calicanto makes use of slideshow technology to create images that glide into view as the user scrolls down their website. Paired with light, elegant font, this website oozes luxury like nothing else does and can seize the attention of fashion connoisseurs with absolute ease.
A prime example of visual integration done right, Manolo Blahnik’s website’s strengths lies in the application of visual artistry and elegant calligraphy.
This luxury fashion website puts the brand’s best foot forward (pun unintended) by showcasing their top picks in sophisticated style right on the homepage.
The website is exceptionally minimalist yet highly sophisticated, and this comes from the creative use of imagery to create a lifelike showcase of shoes right on the screens of their visitors.
Besides being extremely attractive, their website is easy to navigate, a huge plus for a website with a catalogue of this magnitude. Everything else is neatly stacked away in a top-left menu button, while on the right, the visitor can access their cart and checkout if they wish to.
Manolo Blahnik’s website represents, in many ways, a perfect marriage of style and functionality.
Australia’s luxury shoemakers Wootten know a thing or two about shoes, but the same can also be said of their knowledge on attracting visitors online.
Their website tells the story of how their handmade products come to be—something that appeals to customers with a taste for authentic handcrafted
A “Behind the Scenes” banner greets customers and tells them the story of how the luxury brand creates their pieces. Below it, Wootten skips straight to the meat of the matter, listing their top products one after the other with their respective prices underneath.
Of course, visitors can click on the menu to learn more about their heritage, but allowing them to order bespoke products straight from the homepage maximizes their ability to cash in on customers who need their products custom-made quickly. Wootten don’t use a lot of fancy bells and whistles. Theirs is a simple website to carry their message of homemade luxury and handcrafted perfection to their loyal customers online.
Interactive & Engaging Elements
Christian Louboutin is a globally recognized luxury brand that embraces simplicity and elegance in all their doings.
Their luxury fashion website design embraces this philosophy and adds a sprinkle of mystery to turn heads; a strategy that works wonders if done correctly.
Other than a glamorous banner slideshow and the title of their latest collection, their homepage contains little else. This uncluttered design invites visitors to click on the menu to find out more, but for those looking for deals, the website offers a field where they can quickly submit their email addresses and be on their way.
The faster your visitors get to what they want, the more likely it is that they will come back, and that is what Christian Louboutin has ensured with their visually stunning yet simply laid out website.
Targeted User Experience
Fendi’s luxury fashion website design takes on a different approach – one that’s location-oriented.
Whether you want to shop or explore, they allow you to do so based on region, making it easier to shop by location.
To that effect, their website is as uncluttered as they come. It makes use of stunning visuals and easy navigation to invite visitors to look around. The landing page contains not just a listing of the popular categories, but also products of interest, and various luxury collections.
Putting everything in one place makes finding products easy for customers, but it is their simple categorization of items that makes searching for products on the site a breeze.
The Ferragamo website is a visual marvel that combines excellent images with a classic layout that’s easy to navigate. Rather than hide away their category list in dropdown menus, they have elected to lay it out stylishly on the homepage, so that the new visitor can see what they are offering at first glance. This website works because of the following features:
- Unique catalogue layout – the choice to neglect tedious lists and instead go with picture tabs proves wise because of visitors digest imagery faster than text. Content is accurate but brief, allowing a quick overview of each category for faster navigation.
- Classic visual integration – sometimes simplicity works best, and Ferragamo illustrates that by sticking with classic still images rather than videos and slideshows. The effect is still significant on the visitor mainly since each image corresponds to a category.
LUXURY FASHION WEBSITE DESIGN – IS THERE A COMMON THEME?
There’s certainly a shared theme among all the websites listed here, and that is luxury and resplendence. For luxury websites, creating a high-end image is more of a requirement than a uniqueness. Whether it is through the integration of visuals, videos, or stunning calligraphic art, this requirement must be met.
Ease of navigation is by no means less important. How quickly your visitors can surf through your website determines the quality of their user experience. This calls for creativity, of course, and we’ve seen sites elect different means to meet this end.
Perhaps the most important to note is that all luxury fashion websites bear a specific trait unique to only them.
Without this, they cannot stand out, and if they don’t stand out, visitors won’t be compelled to keep coming back after the first visit. After all, the business of luxury requires a keen creative eye and impeccable taste. All this must be represented in the website design.
By: Frank DePino
Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.