Elie Saab, the luxury fashion label, has partnered with the UK-based digital agency Astound Commerce and e-commerce platform Shopify to unveil its new direct-to-consumer (D2C) website. The brand’s goal is to create an immersive online experience that mirrors the VIP in-store journey for customers. This strategic move by Elie Saab aims to expand its retail presence beyond physical stores and appeal to digitally-savvy luxury shoppers.
Before the launch of the new site, Elie Saab did not have a transactional website, making this a significant milestone for the brand. By migrating its online platform to Shopify Plus, the company aims to curate highly personalized shopping experiences for its discerning customers. The integration of brand-led content and storytelling on the website will also introduce new VIP services and experiences online.
To recreate the high-touch experience provided in-store, Elie Saab has partnered with several technology companies. Stockist.co allows customers to browse and search inventory across all stockists, while Calendly enables instant appointment bookings. Additionally, integrations with the enterprise resource planning app Navision and tax compliance vendor Avalara ensure a seamless checkout and shipping experience for international customers.
The COVID-19 pandemic has accelerated the shift towards online luxury shopping, as high-spending consumers have become more comfortable with e-commerce. These customers now expect curated experiences during their online shopping journeys, similar to what they would receive in physical luxury stores. The rise of digital-native millennials and Gen Z shoppers has also contributed to the growth of online luxury sales. McKinsey predicts that online luxury sales will triple by 2025, reaching $91 billion globally.
Recognizing the importance of enhancing its web experience, Elie Saab teamed up with Astound to develop a feature-rich website. The collaboration involved digital strategy, creative services, user experience design, innovation, and technical solutions. The goal was to create an authentic digital representation of the brand by closely aligning each content asset with Elie Saab’s values and tone of voice. The project also encompassed communication strategies across multiple touchpoints, such as the website, email, Instagram, and Facebook.
Elie Saab CEO Elie Saab Jr emphasized the brand’s commitment to providing customers with an exceptional digital shopping experience. The aim was to optimize every touchpoint of the online buying journey to deliver the same “Elie Saab” experience that customers expect in-store, but digitally. Astound’s strategic vision and technical expertise played a crucial role in successfully translating the brand’s values online during the replatforming process.
Overall, the launch of Elie Saab’s new D2C site in collaboration with Astound and Shopify reflects the brand’s dedication to adapting to the evolving luxury retail landscape and meeting the changing needs of its customers. By leveraging cutting-edge technology and immersive content, Elie Saab aims to engage its existing customers while attracting a new generation of luxury shoppers who prioritize digital experiences.
Here are two relevant links for further information:
1. Elie Saab Official Website
2. Astound Commerce Official Website
