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For eBusiness & Channel Strategy Professionals

Website Functionality Benchmark 2011: Luxury Fashion Brands – A Social Computing Report

Forrester Applies Its Website Functionality Benchmark Methodology To The Sites Of Five European Luxury Fashion Brands

May 23, 2011

By Andrea Carini with Patti Freeman Evans, Sabine Poltermann, Douglas Roberge

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Why Read This Report

Forrester evaluated the transactional websites of five European luxury fashion brands — Burberry, Dolce&Gabbana, Gucci, Hermes, and Louis Vuitton — using our Website Functionality Benchmark methodology. The results: The overall functionality set across the fashion brands received very poor scores in many areas, and no brand scored a passing grade across the full set of criteria. While these sites feature some advanced functionality such as video, they miss widely on most of the very basic functionality that drives conversion rates and creates a trusted environment online. These luxury brands can significantly improve upon their online functionality specifically in the areas of search and navigation — or better said, product discovery.
Tags: B2C eCommerce, Benchmarks, Brand & Product Web Sites, Customer Experience Management, Customer Relationship Management (CRM), Customer Service & Support, eCommerce, Interactive Marketing Strategy and Process, Marketing & Strategy, Online Shopping, Packaged Applications, Social Computing, Technology, Web 2.0, Web Design & Usability
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TABLE OF CONTENTS

  • Forrester's Website Functionality Benchmark Methodology
  • European Luxury Brands Are In Early Stages Of eCommerce Development
  • Best Practices Exist, Yet There Is A Lack Of Basic Functionality

  • RECOMMENDATIONS

    Luxury Goods Firms Should Improve The Basics And Multichannel Features
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Best Practice Assessments:

    Website Functionality Benchmark: Criteria

  • Best Practice Assessments:

    Results From Website Functionality Benchmark Of Five Luxury Brands

 
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