Digital Luxury: E-Shops
Innovative and original, these are the new platforms that are revolutionizing luxury online
After the 2015 fusion between Yoox, the Italian luxury fashion retailer and the colossal French Net-a-Porter Group – a business deal that gave life to the Yoox Net-a-Porter Group, which last year ‘posted’ an aggregate net revenue of 1.8 billion euros and an aggregate adjusted EBITDA of about 156 million euros – many big players have decided to enter the world of digital luxury retail sales. The goal is clear: divide up a pie whose total value is almost 18 billion euros and that forecasts an increase in volume reaching 50 billion by 2025 (Source: Altagamma/McKinsey). Among these, 24 Sèvres stands out. We are talking about the LVMH e-commerce site that turns shopping at Le Bon Marché, the iconic Parisian department store, into an online experience. Through the 24sevres.com site or iOS app, customers can access the seventy brands of the group, as well as a selection of independent designers – from Balenciaga to Balmain and Stella McCartney – and even brands like Adidas and Nike (only for exclusive items like Yeezy by Kanye West and Cortez in ultra-limited edition). The opportunity to get sales assistance from a personal shopper via video chat and taking advantage of a ‘Style Bot’ in the style of Facebook Messenger for advice on trends make the buying experience even more innovative.
Words Matteo Guizzardi