How Fashion Brands Are Innovating in E-Commerce

3 MAY 2017



Online e-commerce is the fastest-growing area in the Luxury Fashion sector, and brands are responding by adding more elaborate features to their sites. L2’s Fashion E-Commerce Innovation report pinpoints the major trends observed in the past year, from cross-selling to personalization.

As a substitute for in-store assistance from stylists and customer associates, many brands offer an online “shop the look” feature. As many as 40% of brands in the study have adopted this feature, up from 34% last fall. Moncler and Gucci allow consumers to shop full looks piece by piece, while Alexander Wang and Alice + Olivia offer a shoppable lookbook for each season’s collection.

Shop the Look Feature AdoptionOn product pages, a growing number of brands integrate guided selling features like cross-selling. In addition to suggesting other products that shoppers might like, many also recommend products that “complete the look.” For example, when you look at a shirt on Theory’s site, the brand might recommend a pair of pants and a jacket that pair with it.

Cross-selling adoptionBrands are also bolstering their personalization and customization options: 27% offer some type of personalization, up from 16% last fall. Chloé and Dior allow customers to customize charms and badges for their handbags, while Fendi and Dolce & Gabbana offer customizable bag straps and Jimmy Choo and Salvatore Ferragamo let shoppers build a custom shoe from the ground up.

Personalization featuresL2 emails keep you up to date on how brands are leveraging digital to grow their businesses.

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