I was browsing #BottegaVeneta for personal purposes (my longtime favorite—I bought the same Bottega sneakers four times in a row until they were discontinued 🥲) and noticed a gap in the display.
Luxury fashion likes naming item collection with names—it’s part of storytelling as a tool of #marketing. Bag has a name, shoes have a name, collection has a name.
And while this practice is completely understandable, don’t expect customers to remember all the names. Yes, there are certainly some devotees who will, but every customer has a whole universe around them, so it’s likely they won’t remember one more name, even if it’s a bag from a beloved brand.
Using highlights—which in #eCommerce translates to ‘we want you to pay attention to this item’—with only names and no explanation is like using professional jargon in everyday life: it’s annoying.
• How to write it better?
📌Option 1: add a short description up to 5 words of the name.
• Parachute - “Heritage-Inspired Intrecciato Leather Tote”
• Astaire - “Modern Dance-Inspired Loafer”
• Lauren 1980 - “Timeless Intrecciato Bag with Braided Strap” etc.
📌Option 2: Add visuals to Highlights along with the name (see Gucci example)
* Found many buzzworthy items. Bottega Veneta is greatly missed on Instagram.
**I need this home collection to 2Jour-Concierge.com. Simply perfect🫠.
