Blog: Luxury experiences can be delivered online

Versace has become the latest luxury player to dive into online.

The brand, which launched its UK site today, says it’s making online shopping sexy with its “boldness and glamour”.

The retailer is following in the footsteps of Burberry which has proved that the luxury can work online. The British retailer and design house has created a seamless brand experience through its Burberry World site which provides an opulent online experience .

Versace says, like Burberry, its site should be like a visit to its physical store.

It does have some cool sections such as My Versace where visitors are invited to create their own collection by tuning a display mixer to personalise the shopping experience based on moods and interests.

Its inimitable creative director Donatella Versace’s touch is evident throughout with sections like “Donatella’s Hot Picks” showcasing her quintessential (and sometimes eyebrow-raising) style. Check it out here.

Versace is really throwing itself into online and says the launch paves the way for dedicated microsites and apps in the near future.

Chief executive Gian Giacomo Ferraris said that the website, which it plans to roll out to further countries, will make its products accessible to most of the world.

There was once a worry that making luxury products widely available would hinder their allure as it took away the element of exclusivity but brands like Burberry and Versace are proving that this is not the case and ecommerce is big business for more than just mainstream brands.