The announcement of a CEO shake-up at Burberry got me scrolling through the news around 7 AM this morning. I had lost track of the brand a few years ago and hadn't followed its activities for a while.
Even so, I bumped into my friend last autumn in Mayfair, London. She was invited to a Burberry fashion show, and I happened to pass by their cocktail location just in time.
"The activities are so overlapped," my friend complained. She was neither a House client nor an influencer, rather a person with some social media following and spending power. In light of statements about Burberry's strategy being shattered, this story seems very relevant.
The news led me to check burberry.com. This will be a very short check of Burberry website, as in between I have a long-term promised article on cash-cow categories display on luxury fashion websites being scheduled soon. Stay tuned x
📌1. Website Appearance.
As an e-Commerce consultant, I analyze websites in terms of technical performance and storytelling. While not always crucial, storytelling is vital for fashion brands pointing into luxury or near-luxury segment, as heritage is a significant part of their marketing positioning.
Burberry, an established British brand with roots dating back to 1856, appears similar to numerous Shopify e-shops. Don't get me wrong—we use Shopify for 2Jour-Concierge.com and it's a great platform—but what makes Burberry different is having much more resources and a rich story behind it. While investing heavily in unique offline retail locations, many brands neglect making their websites equally unique, even though these are often the first place interested customers visit online.
📌2. Brand Story.
Burberry put slightly more effort into telling its story than Louis Vuitton (read why Louis Vuitton doesn't have heritage here: https://lnkd.in/dHDM9jv7), but the story of the brand on the website ends in 1901. May I assume nothing interesting has happened since then?
📌3. Filters.
There is an easy way for them to be organised (ideas?:), but like Dior Beauty Burberry have all the key words mixed together. Make an effort if you want to find something.
*On gaps on Dior Beauty website read here: https://www.2jour-stylist.com/post/when-size-matters-small-vs-big-in-beauty-how-dior-beauty-misses-audience-segments-hand-cream-exam.
📌4. Item Page Picture Size
I've checked both mobile and desktop versions. While on mobile the picture size fits the screen, on desktop it's too big to fit. While it's not the only gap I've noticed during the item page check, pictures are the most important part for an item to be sold (and for a client to make an informed decision). It is equally important to check mobile and desktop versions for display.
📌5. No-Exchange Policy
How brands may lose significantly with no exchanges on real Miu Miu example: https://lnkd.in/ds2R4ciD
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*I offer e-commerce consultancy to get the most out of the websites for luxury fashion. Details: https://www.2jour-stylist.com/consultancy-services