Summary
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.
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