luxury & fashion | e-Commerce | marketing & communications | client relations | 2Jour-Concierge.com owner
Communication gap identified: Overstyling Have you ever struggled with ordering on Gucci .com? I did. To order, I always had to do additional research—thankfully, other websites often had more pictures of the items I intended to buy. The rich-detailed aesthetic was used not only in lookbooks and runway shows but also to sell the items. However, getting a glimpse of the item itself and its features when worn was slightly difficult, if not impossible. I often use word “overstyling” here, and I point this out during consultancy on #ecommerce and #communication. If the primary intention of a resource is to sell, you need to show what you sell, not hide it in complicated outfits or distract with a background. When I read about how Valentino first designs dropped today by #AlessandroMichele are very #Gucci, I can see the same problem here but from a different angle. ??The primary intention of a collection lookbook display is to showcase a designer’s latest collection in a visually appealing way. It highlights the design, style, and overall aesthetic of the collection, providing potential buyers, fashion editors, and enthusiasts with a clear idea of how the pieces can be styled and worn. The style used for the Valentino lookbook overshadows the designs themselves. Should I focus on the suit? On lace gloves or tights? On the hat? Or the background? The other thing giving a Gucci taste is the cast and overall mood of the picture. Are these designs similar to Gucci? I found many references to archival collections of #Valentino, and, yes, I can see something that I used to see in Gucci by Alessandro Michele. But I can’t say for sure—simply because i can’t see the designs. This lookbook is rather ??a communication failure than a design misalignment. Remove the background—and you’ll get more Valentino aesthetics. Change the model—and it will be almost the same like current models on official website. * I offer consultancy in luxury fahion on #eCommerce; Communication and Marketing; #ClientExperiences & #VIC Loyalty. To learn more click here. ** 2Jour-Stylist.com: For an unretouched digital lookbook brand project without overstyling that reveals the true beauty of each item and provides with essential information for confident fashion choices contact further?? #luxury #luxuryfashion #MaisonValentino #kering Kering
