Locating online

At present stellamccartney.com only transactional in the US. The internet has just become another way to be social informed and connected. We are now living in an always on culture. Blur between business and leisure (dubbed Bleisure).

E-commerce can be an oppertunity for luxury brands because of the way they can sell customers who have not an easy access to the traditional channel.
Kapferer (2000)

The internet is another form of distribution channel used by fashion luxury companies. The internet serves as both a communication tool and transaction site.
LVMH created their own website eluxury.com

Online - Website design (competitor analysis of websites)


Marciniak and Bruce (2004) saw that the strategic potential of e-commerce can be understood by applying to the product matrix Ansoff.

‘At the same time, E-Commerce for luxury brands presents a threat of commoditization, arising from being
referenced by other portals and being pirated’.
It is important to negotiate access to networks to consumers.Through primary research targeted a range of potential consumers on what they thought of three very different sites- looking at them in terms of concept and layout not colour palette and product offering. (see Appendix for results and findings)


From findings all participants stated they all would like access to shop online and liked the idea of product selection along side and wanted. Websites work best when it is collaborative, connected, instant, open ended and social in activities and functionality.



Inspired by
Hunt Haggarty http://www.hunthaggarty.com/about.html
Who created The Atelier

Viewpoint 2008: 90 stated
Key tactics in new online web site design
Remember to Welcome them to site
Dont just show the product but allow to interact with other customers using the product in the context.
Talk about product in terms of human benefits it delivers rather than its features
Men like to be open to suggestion, decision tree allows flexibility.
Ensure a sense of connection so any form of live chat or access to a live phone line does well to deliver loyalty.
Delivery time for products delivered is short and shorter than time stated.
Think about users lifestyle
Create look books so can view items al together, allows them to put together items.

Website Design
The current website was analyzed and felt that the above was already in place. For the menswear want to develop from the existing site selecting into menswear creating a semantic web that is interactive. Creating the click factor, having speed and ease as well as delivering intimate experience to consumer in a highly targeted and sensitive way.

Want to Customize the experience more by remembering items clicked onto and allowing wish list to be made allowing the interaction to feel tailor made, allowing consumers to feel more like they are in control being part of the message and experience.

Kapferer 2000