367
Fashion Jobs
SHISEIDO
FP&A Manager (Korean Only)
Permanent · SEOUL
AESOP
Aesop Hanam Starfield - Retail Consultant
Permanent · HANAM-SI
ADIDAS
Senior Specialist, Buying & Trading, E-Commerce
Permanent · SEOUL
ADIDAS
Manager, Personalization & Apps, E-Commerce
Permanent · SEOUL
ADIDAS
Senior Manager, Legal Counsel, Legal
Permanent · SEOUL
HENKEL
Finance Business Controller For Shiseido Professional Brand
Permanent ·
L'OREAL GROUP
[l'Oreal Korea] Kiehl's - CRM & Trade Mkt sr. Specialist~Manager
Permanent · SEOUL
L'OREAL GROUP
[l'Oreal Korea] (jr.) Claim Substantiation Specialist - Corporate Regulatory Affairs
Permanent · SEOUL
L'OREAL GROUP
[l'Oreal Korea] (sr.) Product Manager - Kerastase Marketing Team, Ppd
Permanent · SEOUL
UNDER ARMOUR
Associate, HR Administration
Permanent · SEOUL
ARKET
Visual Merchandising Manager
Permanent · BUSAN
PUIG
Marketing Manager
Permanent · SEOUL
JAEGER
[Jaeger Lecoultre] Marketing & Communication Director
Permanent · SEOUL
ESTÉE LAUDER COMPANIES
Corporate Account Executive For Travel Retail Korea, Estee Lauder Companies
Permanent ·
ESTÉE LAUDER - BRAND
Assistant Education Manager, Estee Lauder
Permanent · SEOUL
L'OREAL GROUP
[l'Oreal Korea] Luxe Div. - Lancome E-Commerce Specialist
Permanent · SEOUL
COS
Instore Visual Merchandiser Manager_seoul/Gyeonggi
Permanent · SEOUL METROPOLITAN AREA
AESOP
Shinsegae Gwangju - Retail Consultant
Permanent · GWANGJU
COACH
Manager, Ecommerce
Permanent · SEOUL
ADIDAS
Manager, Business Planning & Analysis, Wholesales
Permanent · SEOUL
HENKEL
Adhesive Key Account Manager For Sports And Fashion Market
Permanent · BUSAN
HENKEL
Consumer Brands General Manager Assistant
Permanent ·
Translated by
Nicola Mira
Published
Apr 3, 2018
Reading time
2 minutes
Download
Download the article
Print
Text size

Hermès launches European digital flagship

Translated by
Nicola Mira
Published
Apr 3, 2018

Though Hermès launched into e-commerce as early as 2001, it had nevertheless started to lag behind, owing to an ageing website which was hard to access and had very limited geographical scope. As the luxury label announced last year, its digital make-over would involve the introduction of a new, revamped website. On Tuesday 3rd April, Hermès's new European website was finally launched, completing the label's digital transformation which began with a trial deployment in Canada last June, and in the USA since last October.


A screenshot from the new European website - Hermès


The French label was happy with the North American trial's results, especially the booming conversion rates, and has now made the site available in French, English, Spanish and German, launching it simultaneously in Germany, Austria, Belgium, Denmark, Spain, Finland, Ireland, Italy, Luxembourg, Norway, the Netherlands, Poland, Portugal, the Czech Republic, the UK, Switzerland and Sweden.

The new “digital flagship”, as Hermès defines it, is a fluid, easily navigated website with a twin dimension: e-store, now made more consistent with e-shoppers' expectations, and a strong, unique editorial platform - as was the previous website, which openly invited browsing but tended to lose its visitors' attention.

Notably, the new website highlights the work by French documentary director Frédéric Laffont with Hermès. Intended as a showcase of the label's expertise, the site is chiefly designed to boost Hermès's e-tail results in Europe. It is rich in editorial content, for example featuring video demos by sales consultants from some of the label's key flagship stores, and it showcases the entire product line. Navigation is intuitive, taking users across all of Hermès's lines, from ready-to-wear to handbags, silk scarves, watches, horse-riding apparel and equipment, fragrances etc.


A screenshot from the new European website - Hermès


Hermès recently reported record-breaking results in 2017 - a net income of €1.22 billion for a revenue of €5.5 billion - and now needs to exploit this new growth vector, closing down the digital gap with its competitors by adopting a parallel omni-channel strategy.

Hermès is also planning to extend the reach of its digital flagship to new, not inconsequential markets, for example by deploying it before the end of the year in China, a country in which Hermès has not yet ventured into e-tail.

Will this risk weakening the label's aura of great exclusivity? In parallel with this digital investment, Hermès continues to open new brick-and-mortar stores: eight new openings are announced for 2018, notably in California and in China.

Copyright © 2024 FashionNetwork.com All rights reserved.