The luxury market is dictated and driven by the customer, and now those customers (especially online through ads and luxury websites) are expecting to have an experience in the buying journey. The luxury market has always been dictated by the demand of the customer. What has changed, however, is how that experience is getting delivered today.
What Has Changed?
The luxury market is now a technologically savvy one. Customers are mobile, they are on social media platforms and they are moving at warp speed. What does that have to do with the experience, design and ease-of-use of a luxury brand website? Everything.
One particular advantage luxury brands have over the mainstream is that luxury brands don’t need to change what it is they represent. A defining characteristic of any luxury brand is a defined commitment to customer excellence. It is that commitment to the customer that is shaping how successful luxury websites are built today.
At the onset of the technological revolution, luxury brands had the luxury of sitting on the sidelines. The landscape has dramatically changed since then and now luxury brands have been forced to get into the game – and they have!
Top luxury brands are stepping up to the challenge of creating a website that isn’t good – but great. This is the world of luxury, after all. Below are five of those brand leaders doing digital right with top luxury websites:
Implementing Video – Omega Watches
Technology and video advancements have made video a smarter, and more effective tool in luxury website design. If you aren’t using video, at least in some fashion, you are missing an engaging element that can bring your website to life…
| 87% of online marketers use video content.”
Perhaps no luxury brand has showcased this better than the luxury watch brand, Omega. They’ve even infused some influencer star power too. Omega’s site invites you to watch a video at every turn and corner, while maintaining a free, open and always classy feel.
Design with Luxury in Mind – Villa Feltrinelli
Imagine experiencing the thrill of driving a luxury sports car. Now imagine experiencing a fine aged wine. That is what great design can deliver, and experience. The point and case here is what the luxury accommodations at the Villa Feltrinelli. This grand hotel transports visitors the instant they step into their hotel website.
You might feel the water as you watch it gently rolling, or smell the cuisine as photography so crisp almost permits the smell of fresh vegetables. Although there may be some question to the ease of site navigation, this is undoubtedly a website design with luxury in mind.
Beauty can be a Beast – Versace
There has been some rumbling about the struggle to create a comparable luxury experience in the digital age. On report put it this way –…luxury brands apparently find it hard to resist the temptation to design convoluted sites that value glossy imagery over user experience.”
That wasn’t a problem for luxury giant, Versace. This probably isn’t a surprise considering that beauty is the heartbeat of this fashion icon. Beauty attracts, and that does apply to the aesthetic appeal of your website too. Versace leaned heavily on their brand image. The vast majority of the imagery or photography here is nothing but gorgeous models wearing Versace’s fabulous lines.
Customers Expect an Experience – Helm Luxury Travel Broker
When a customer steps inside a luxury automobile they expect to experience an experience. When a client buys a luxury home, they expect to experience something special. What that means for each of them, may be different but…
| …globally, 95% of luxury buyers are digitally connected.”
Luxury travel charter broker, Helm, applied a smart technique to induce customers into an experience. Visitors at their site can click into different yachting trips, see actual pictures and feel engaged as they determine where they want to explore as they plan their trip. There could arguably be a lack of that traditional luxury aura but an experience is definitely offered.
Site Navigation – Papazian Jewelry Showcase Designer
We mentioned earlier, the risk of trying to be too glamorous, too beautiful – dare we say too luxurious. That same concern applies to being too basic. A word the luxury clientele may not often find in their neighborhood is basic, and finding that balance takes some thought.
Jewelry showcase designer, Papazian, has obviously given thought to their website navigation. Easy to use, read and cohesive navigation make this site a model for others. Papazian may have erred slightly in not having quite enough luxury imprint but only slightly if they did.
One Last Thing
Be continually evaluating your brand and website relationship. In this particular scenario be sure that it feels, acts and speaks toward being technology-friendly and represents your image. Is your luxury website responsive? Are your AI technologies improving your customer’s experience or making a process better? Having an antiquated image in the digital age could be a detrimental oversight.]
Luxury advertisers are having to respond to consumers’ changing expectations…” – Vittorio Bonori – Zenith Global Brand President
You know your customers best and you also know that technology is a major player in the luxury market today. Find the experience your customers desire then define the plan and method to deliver that experience. The challenge is great, but so is the opportunity.
Company websites are the official introduction, the handshake and greeting. First impressions are important in any business. They are make-or-break important in the luxury industry.
How important is a website to luxury brands? Well, how would you want to greet your customers?