Kering overhauls its luxury e-commerce sites

By

Florent Gilles

Published
Jul 17, 2013

Kering has successfully launched online stores for six of its luxury brands, thanks to a partnership with leading online luxury business, Yoox. Signed back in 2012 when Kering was still PPR, the deal allows the group’s major luxury brands to optimize their e-commerce activity.

Sharing the best digital practices, marketing, commercialization and editorial content of the six online platforms has been completely overhauled. The design of the various sites now allow users to discover previously lesser-known segments, such Bottega Veneta’s ‘living’ line or Saint Laurent’s permanent collection, which consists of basics not presented during fashion week.

Menswear at Balenciaga is yet to be added to the online offering but the sites content and layout has been perfectly merchandised, creating an inviting landing page for the user.

Balenciaga, Sergio Rossi, Alexander McQueen, Stella McCartney, Bottega Veneta and Saint Laurent will all retain exclusive control of their respective site’s content and the merchandise offered.

On its side, Italian group Yoox endeavors to aid global e-commerce development and to offer an exclusive online shopping experience. None of the six online stores seem to deliver to China, which could be the next challenge for the Kering/Yoox venture to tackle.