With 2Jour Concierge, I work extensively with catalogues. I mean it. Lifestyle brands actively use this option as it is somewhat a necessity of the nature of business - items are usually made-to-order. They usually provide two catalogues - the first catalogue contains pictures and descriptions, and the second contains price lists.
Luxury fashion also utilizes catalogues, albeit not actively and often without due attention. While catalogues may seem outdated, I see immense potential in leveraging them to better communicate with customers about the collection, thereby generating additional interest and sales. There are various practical ways to implement such an approach (I'm ready to share ideas through consultation, considering the necessary information to optimize its effectiveness).
But for now, let's explore the catalogues themselves. I have a few examples to show you. These catalogues are usually shared by consultants with clients with whom they have a well-established relationship. It's good to be an insider:-)
Enjoy! x
LVMH extensively uses calatogues within its brand portfolio. It seems like each brand is independent when choosing the format, as each brand has different display.
Brand: Louis Vuitton
Catalogue: PreFall 2024 - Come Play with Me (Women)
Louis Vuitton have a practise of two catalogues.
The first one serves a utility function only. It is not well-structured and features a single item from the collection on each page along with its reference code. The previous catalogue for the summer capsule also included recommended retail prices, but the one I am referring to does not.
Could it be better? For sure. While it could have more information on each item, the catalogue I am referring to also contains 108 pages. Unless you are a professional you need to be extremelly (extremelly!) interested in browsing and buying to reach the last page. I didn't.
The second one reminds me of printed fashion magazines. I love the idea of providing the customer with options to combine - such approach especially good for male fashion. The calatogue is only 19 pages.
There are also reference codes for each item. Could the catalogue be better? Yes, slightly. An amazing idea was not fully developed. I am also unsure why the price is not mentioned - it is a crucial part of decision-making.
The other example of Louis Vuitton catalogue I have is this year's Dubai Savoir Rever lookbook, featuring luggage and accessories. While the catalogue itself only has single-item shots along with item names and references and doesn't fully utilize the opportunity to showcase the collection, as a consultant who enjoys organizing, let me point out the idea utilized. At the beginning of the catalogue, there is a list of items with pictures, sorted by groups.
Organizing items into groups within a catalogue offers several benefits:
enhanced navigation
Grouping items allows customers to quickly locate products of interest - customers can navigate the catalogue more efficiently, reducing frustration and improving their overall experience.
focused presentation
Enables customers to compare different styles within the same category, facilitating decision-making and helping them choose the option that best suits their needs.
encourages exploration
Encourages customers to explore different variations and options within a particular style category. This can lead to increased engagement with the catalogue as customers discover new styles and consider alternative choices.
Brand: Celine
Catalogue: Summer Part II (Women)
While I love many of Celine's designs, its website is not customer-oriented. The catalogue, however, is better. It contains 47 pages and offers a simple yet practical approach - each page presents a complete outfit, from clothing to shoes and accessories. Reference codes are mentioned, prices are not. The same goes to composition.
Such format with outfits is a great way to engage with the client and introduce more items and has the following benefits:
practical presentation
The catalogue's simple yet practical approach of presenting complete outfits on each page makes it easy for customers to visualize how different pieces can be styled together.
engaging format
By showcasing complete outfits, the catalogue effectively engages with customers, sparking their interest and encouraging them to consider multiple items for purchase.
introduces more items
Presenting complete outfits in the catalogue introduces customers to a broader range of products, potentially leading to increased sales and a higher average order value.
Brand: Dior
Catalogue: Fall 2024 (Women)
Before I start the overview, let me mention that years ago, after I saw such pictures of Dior collection on mannequins, it led me to order a made-to-order Stockmann mannequin (I was into designing and sewing clothing for myself with a tailor).
So, Dior includes every look from their lookbook, along with individual items listed. This approach is close to the way I envision the perfect catalogue (as both a customer myself and as a consultant): item reference, price, composition (for clothing only), and the fit on the model.
While there are 72 pages, every page captures the attention and makes the customer want to explore further. Therefore, you don't get tired. While the format could be improved overall, this approach is good because of:
detailed information
Each item is accompanied by essential details such as item reference, price, composition (for clothing), and information about the fit on the model. This level of detail enhances the shopping experience and helps customers make informed decisions.
visual representation
By featuring the looks on models, the catalogue provides customers with a realistic portrayal of how the clothing fits and drapes, aiding in visualizing the items in real-life scenarios.
Brand: LOEWE
Catalogue: Paula's Ibiza 2024 (Women)
One more approach from LVMH-owned brand. Containing 101 page, LOEWE provides with single shot iyems with a full-look outfit on model in a smaller scale. There is an item reference and recommended retail price for each item.
Brand: Valentino
Catalogue: PreFall 2024 (Women)
Just a printed version of lookbook. No additional information provided.
Does such a catalogue give added marketing value? Not really. It may not provide added marketing value for several reasons:
lack of information
Customers rely on catalogs not just to see images of items, but also to obtain information such as prices, product descriptions, materials, and sizing. Without this information, they may not be able to make informed purchasing decisions.
limited engagement
Providing additional content can enhance engagement and encourage customers to spend more time interacting with the catalogue.
reduced conversion
Customers may hesitate to make purchases without knowing key details about the items.
missed cross-selling opportunities
Without accompanying information, a picture-only catalogue may miss opportunities for cross-selling or upselling related products.
I have one more catalogue by Valentino for FW 2024-25. It contains all the runway looks accompanied by more detailed shots.
With 127 pages and no text, just pictures, I find it almost useless in terms of marketing value due to mentioned reasons.
Brand: GUCCI
Catalogue: FW 2024-25 (Women)
Oh, I love this approach! This is actually corresponds with the project I want to make live in partnership with brands.
What makes the GUCCI catalogue so good? Along with runway shots of outfits and their details, they provide live single-shot items. No additional information is given - like recommended retail price, item reference, etc.
Overall, while the GUCCI catalogue offers visually appealing content with a variety of shots, the absence of additional information may detract from its effectiveness as a marketing tool and hinder the overall shopping experience for customers.
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