PPR has partnered with Yoox to help build an ecommerce platform for the fashion group's luxury brands — including Alexander McQueen, Yves Saint Laurent, Balenciaga, and Bottega Veneta — that its CEO Francois Henri-Pinault says will create websites "at the level of the shopping experience in store."
"The idea was to build a new business division at the group level, linked to me, to have a 360 degree vision of the digital world," he explained in an interview with Business of Fashion. "The team here is more about sharing experiences and making sure that the basics of e-commerce are fulfilled for every brand, whatever the size. We are benchmarking all the sites against the best practices in the world and we also have consumers testing our brands and using the sites."
Pinault said he decided to partner with Yoox — which currently powers ecommerce sites for Alexander Wang, Valentino, and Jil Sander, among others — because the retailer is the "best player when it comes to ecommerce and logistics platforms in the world of luxury and technology." While all the brands will build their sites from the Yoox base, each brand will have control over the way its site is designed.
The company hopes to have the other sites live and ready to deliver products to 100 countries by mid 2013. Pinault has even toyed with the idea of adding personal touches — like in-home tailoring — to go along with his efficient, up-to-date fleet of websites.
"Two considerations, your customer is close to a store, so at least you should have a service for making appointments and being received on time, or if you're not close to a store, why don't we think — and it's not done yet — of a network of professional tailors that come to your home, based on an appointment online to do the alteration for you?" he said. "This is the type of service that will be completely inaccessible for mainstream brands, but will make the difference between a luxury brand and an accessible brand."
Photo: The finale of Alexander McQueen's Fall 2012 show.