What is so good about Lettres Collection by Miu Miu in terms of covering bigger audience and what tricks were used to display the collection on official website. Enjoy! x
• What: Miu Miu Lettres collection
A-Z brooches, earrings, charms
price range from £195 to £360
• Slogans:
“create your accessory”
“make your look unique”
“where letters are the stars”
Advantages of collection
Accessibility
The lower price point makes the accessories more accessible to a broader audience
Entry-Level Luxury
Allowing new and aspirational customers to experience the brand without a significant financial commitment, potentially fostering brand loyalty and encouraging future purchases of higher-priced items.
With these two Miu Miu utilized is current it-status.
Gift Appeal
The relatively lower prices and personalised touch make these items ideal for gifts, expanding the customer base to include people shopping for special occasions or holidays.
Upselling Potential
Customers who buy more expensive items may be enticed to explore and eventually purchase from the collection, increasing overall sales.
Mix & Match
These accessories can complement and enhance more expensive items in a customer’s wardrobe, making them versatile and attractive add-ons that provide additional value and style options.
The way Miu Miu incorporated these two advantages into their e-shop is a perfect example of engaging with the client, which eventually leads to increasing the value of a single transaction.
Letters product page
In-detail item focus pictures and ways to incorporate them into the wardrobe.
Underneath the item, another way to engage further with the client is used—images showing combinations with other items and “combine-it-with” suggestions.
It may enhance the versatility and appeal of items by allowing customers to combine lower-priced items with higher-priced ones to create personalised and cohesive looks
On the Lettres Collection page, items from other categories are displayed—dresses, coats, jackets, hats—which are thought to be complementary.
On each product page for these items, there is an invite with a “Combine it with” button to check the accessory to combine with, along with an example picture.
While I doubt customers who came for an accessory will be encouraged to add a jacket or dress to their cart—because the price points are completely different—those who came to buy a dress or coat may definitely add a letter, which costs far less, for a unique touch.
