High end fashion brands like Chanel and Louis Vuitton, rely heavily on face-to-face interactions with their customers to promote and maintain the exclusive nature of their products. However, like other retailers, they are now under pressure from e-commerce. In their pursuit of embracing the new digital age, it seems that technology is taking centre stage and moving towards the removal of in-person human interactions altogether (A recent article by Hypebeast goes into details about this dilemma).
This can be a major issue for the high end fashion houses. An e-commerce website cannot provide the same brand presence and experience that one can have as a consumer who walks into a luxury boutique.
The issue at hand is not technology, but the approach that is placed in front of brands – which is setting up an e-commerce website. That’s only part of the solution. The angle that’s not being touched upon in this experience driven industry is how technology, more specifically, mobile devices, can be used in order to help elevate a customer’s experience in-store, while seamlessly merging online.
Having an in-store mobile platform that can be used not only by the brand itself, but by the consumer as well, could help retailers usher in the mobile-enabled future in a much more intuitive way. In a recent blog post, we discuss how treating the mobile device as a sensor can help brands, like the luxury fashion houses, successfully merge digital without compromising the ever important in-store experience. Co-existence between e-commerce and the in-store is possible, brands just need to be open to thinking differently about how they incorporate technology into their traditional lines of business.