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Brief Published: 8 Nov 2011

Luxury E-Commerce Evolves


A number of luxury fashion brands, including Armani, Dior and Louis Vuitton, have recently revamped their online offer to create artfully constructed branded digital universes where content and commerce are equal contenders.

Louis Vuitton’s freshly redesigned website includes a ‘My LV’ section, where browsers can bookmark their favourite products and features for later; a ‘New, Now’ online magazine featuring city guides; and ‘Collections’, where full clothing ranges are displayed with 360-degree images.

Dior’s new site has been a year in development and brings the brand’s fashion and beauty endeavours together in one online home for the first time.

High-definition images, videos, and a new format of ‘concave’ slideshows of women’s fashion and accessories make it a considerably richer visual treat than ever before. E-commerce is actually played down in this instance, commandeering just a small corner of the site. Customers can however check whether items are available in their nearest store.

For more on the agencies creating these new sites, see our Retail report: Digital Retail Design – Top Agencies.

Louis Vuitton