85 570
Fashion Jobs
LEVI'S
Associate Manager, Retail Stores Communications
Permanent · SAN FRANCISCO
NEW BALANCE
Athlete & Product Services Manager
Permanent · BOSTON
NEW BALANCE
sr. Manager, Portfolio Management | Operations
Permanent · LAWRENCE
THE REALREAL
Field Sales Account Manager (Account Luxury Manager)
Permanent · NEW YORK
TREK
Service Manager
Permanent · CENTERVILLE
ESTÉE LAUDER COMPANIES
Keyholder - The Cosmetics Company Store - 12 Hrs - Fashion Outlets Niagara Falls - Niagara Falls, NY
Permanent · NIAGARA FALLS
ESTÉE LAUDER COMPANIES
Keyholder - The Cosmetics Company Store - 20hrs - Tejon - Arvin, CA
Permanent · ARVIN
ESTÉE LAUDER COMPANIES
Keyholder - The Cosmetics Company Store - 20hrs - Tanger Outlet Center Midway - Rehoboth Beach, de
Permanent · REHOBOTH BEACH
AVEDA
Keyholder - Aveda - 25 Hrs - Kenwood - Cincinnati, OH
Permanent · CINCINNATI
MACY'S
Asset Protection Detective, FT Myers - Full Time
Permanent · FORT MYERS
MACY'S
Fulfillment Associate, Portland - Full Time (2550)
Permanent · PORTLAND
MACY'S
Asset Protection Detective, Roosevelt - Full Time
Permanent · PHILADELPHIA
MACY'S
Asset Protection Security Guard, Center City - Flex
Permanent · PHILADELPHIA
MACY'S
Asset Protection Security Guard, Center City - Part Time
Permanent · PHILADELPHIA
MACY'S
Asset Protection Detective, Market Place - Full Time
Permanent · CHAMPAIGN
MACY'S
Asset Protection Detective, Barton Creek Square Mall - Part Time
Permanent · AUSTIN
MOVADO GROUP
District Manager
Permanent ·
STAND OUT FOR GOOD
Brand Rep (Sales Associate)
Permanent · EAST RUTHERFORD
UNIVERSITY OF NORTH FLORIDA
Apex Accelerator Coordinator
Permanent · JACKSONVILLE
JCPENNEY
Asset Protection Associate - Patrick Henry Mall
Permanent · NEWPORT NEWS
RALPH LAUREN
Sales Professional Part Time-2
Permanent · OAK BROOK
RALPH LAUREN
Associate Manager
Permanent · JOHNSON CREEK
Translated by
Nicola Mira
Published
Nov 16, 2016
Reading time
2 minutes
Download
Download the article
Print
Text size

Chinese online luxury goods consumers seek top experience

Translated by
Nicola Mira
Published
Nov 16, 2016

Chinese online luxury goods consumers are turning out to be very attentive and demanding. Though they find luxury label websites on the whole satisfactory, they still lament a lack of clarity and information content.

These are the conclusions of a survey carried out for the the first time on China's luxury goods sector by the E-performance Observatory of Yuseo, a subsidiary of French digital marketing agency Nextedia and a specialist in customer experience and in the tracking and optimisation of digital journeys.


The online experience with luxury labels in China? There is room for improvement

 
The survey was carried out on 600 Chinese consumers through the websites of 12 labels: Louis Vuitton, Chanel, Gucci, Dior, Prada, Coach, Saint Laurent, Armani, Burberry, Fendi, Balenciaga and Bottega Veneta.
 
Luxury goods sales in China have markedly declined owing to the local economy's slow-down, the stock market slump and the anti-corruption campaigns. Online sales are growing however, and labels are keenly interested in providing the market with an optimal purchasing experience.

Chinese consumers reckon that a website must above all offer "easy navigation, allowing effortless access to the various types of product." Altogether, the 12 websites screened in the survey all comply with this essential requisite.
 
The survey respondents executed an online test, seeking one specific product on every site. Assessed ex-post, the satisfaction index for the industry in general was 8.4/10, with Burberry and Coach at the top of the ranking. The websites' Chinese translations, their design, their image quality and the way they are structured were universally appreciated.
{C}{C}{C}{C}
{C}{C}{C}{C}On the whole, the websites offer a simple navigation system with "an adequate product range", the second most important element according to Chinese customers.

Nevertheless, the survey noted that, in terms of specific search criteria, "navigation between the various sections did not appear to be clear for the websites as a whole." This prevented the websites from fully satisfying the third most important element for Chinese customers, i.e. "the ease of accessing the information required."
 
The 2.3 point difference between the various labels analysed shows how certain websites displayed "some difficulty in offering a smooth and intuitive navigation along the entire customer journey." According to the survey, 16% of the online customers interviewed stated they experienced difficulties in navigating through the different product sections, and 22% in identifying the product they were searching for.
 
These difficulties were notably highlighted for the Chanel and Balenciaga sites. "Altogether, Chinese online customers were satisfied, but they complained about not finding enough product information on some of the sites, especially with regards to materials, colours, sizes, service terms and conditions, etc.," explained the survey's author Wang Diandian.
 
"Another criticism related to range segmentation, which is not extensive enough. The categories available to internet customers are actually few in numbers. Items are differentiated only by gender or by season, and the list of the products on offer is not sufficiently clear," she concluded.

 

Copyright © 2024 FashionNetwork.com All rights reserved.