Hello dear readers! This week I’m specially happy – Days are finally getting longer, and it feels like spring is almost here.
Some of the events that made me think that winter is leaving are the end of FW16 Fashion Weeks, and the fantastic Saturday afternoon I spent at Barcelona’s Palo Alto Market, where sunnies, beers, and summer outfits filled the place.
At Palo Alto, a creative market that happens in Barcelona the first weekend of each month, you can for example shape your beard, eat bio-hamburgers from vintage foodtrucks, have a drink while listening to country-music, or find special items that you can’t buy in normal stores any other day of the month.
Palo Alto FoodTrucks
Independent womenswear Colmillo de Morsa // Dead Sea creams MareMae
And actually, I found inspiration by talking with some of the merchants at Palo Alto, because many of them declared that they only sell online, but that I might had troubles finding the new products, because of a non updated website. How can this be possible? You sell very exclusive handmade clothes online, while your website is not ready?
THE BIG BARRIER OF LUXURY
Both luxury brands and retailers are online, because the luxury consumer is online. The last one that jumped into the online trade was paco rabanne, which new e-commerce website was launched simultaneous to their first branded store in Rue Cambon, and near their FW16 Fashion Show. I invite you to have a look at their designs!
Looks from their FW16 available to shop at pacorabanne.com
But as well as luxury fashion brands and retailers, many other players are selling online, most of which are highly competitive in price and delivery service, mainly due to their longer e-commerce experience (Some of them launched 10 years ago or more). For example, while Net-A-Porter charges you 15€ of shipping costs, Zalando does it for free.
Luxury e-commerce is facing today a big challenge when selling online, because, who hasn’t found that branded product cheaper on another website? Who hasn’t found a website that brings the same product in one day, instead of in 3 or 4? The only steady solution for luxury brands and retailer remains to offer meaningful places and stories, that pamper the user from the first moment of the shopping process – And this is what I called the content e-commerce (See examples).
Violet Grey – Beauty
Lux Deco – Luxury Interior Design
Avenue 32 – Fashion
Goop – Lifestyle
WHY AREN’T THE REST OF BRANDS IMPLEMENTING CONTENT E-COMMERCE?
In my opinion, there is a clear lack of expertise.
Working in the luxury sector is not easy: You need a special sensitivity, public relation’s skill, style, and high knowledge of the industry’s news. On top of this, now we are required to be digital experts, so I guess that it’s becoming quite difficult to find people that fulfills all these characteristics.
Last week, I read an article from Rebecca Minkkof at the Business of Fashion, titled the Fashion-Tech revolution needs more women, where the business woman gave her opinion about why we need feminine minds when building any fashion project that involves technology. Another example is the Yoox Net-A-Porter Group’s initiative with Bologna’s University of creating a center to develop digital talent.
My intention is to share with you my optimistic thought that there is a clear opportunity for entrepreneurs, designers, and professionals of the luxury fashion sector: Don’t be afraid of technology, embrace the digital evolution and keep yourself aware of the latest trends!! There are many ways of learning, whether following a dedicated course, or just reading blogs and magazines online 🙂
Have a wonderful week and check out my weekly favorites!!