Clothing retailers selling luxury products have a tough time online both presenting the right image of their brand as well as being commercially successful.

The Internet is often presented as the place to get bargains with companies’ frequently offering discounts if you buy online – this is in sharp contrast to the image luxury retailers want to promote.

On the high street, luxury stores are exclusive and generally only consumers with the necessary funds tend to go in to browse around. The Internet, however, is open to all consumers and so this exclusivity is lost.

It is important therefore that luxury retailers re-create an opulent online experience for consumers that reflects the atmosphere of their high street stores.

Another stumbling block for luxury brands is how to convey the quality of their clothes online. The consumer isn’t able to actually see the item and try it on for real, it is therefore absolutely vital that every step is taken to ensure the user is shown each product in minute detail.

There are various ways to present products to the consumer so that all the characteristics of the item are fully displayed. Such as:

• 3D spin – allowing the user to look at the product from every angle and get a feel for how the item would look if it was in their hands
• Zoom – zoom features permit the consumer to look at each item in close detail e.g. stitching, quality of fabric etc
• Colour – the ability to see the same item in various colours

Along with these features, there are several Web 2.0 elements that could greatly assist a detailed representation of a product. For example:

Videos – having videos of a model wearing the items of clothing lets the user see how the product would actually look when it is worn. Often it is very hard for the consumer to make an assumption of how a garment would look without seeing it on a real person.
Podcasts – a retailer could feature podcasts with information and/or tips on how best to wear products, accessories etc.

For information on how Motive could help you create the right representation of your luxury brand online, get in touch with our E-commerce Team.