The luxury brands are finally realizing the worth of the net and are going online. They were unsure of the channel and were not geared up to provide the logistics to back up an online retail store and were afraid that the access on the net will dilute their exclusivity. Ralph Lauren was one of the first to have an online flagship, selling everything from the runway collections to baby clothes. The resultant growth in sales made others to take notice and forced them to make their own strategies for the web world.
The latest e-flagship by a global luxury brand has been launched by Giorgio Armani. It is there most complete and comprehensive store as it will stock all of its five sub brands. The consumers will be able to shop for the top of the line Giorgio Armani, Armani Collezioni, contemporary Emporio Armani, Armani Jeans and Armani Junior. This will be the only store where one can shop for all their brands and products. Under their Armani Casa home collection they make fragrance, cosmetics and underwear lines.
Yoox Group which has made a name for itself as some sort of a master for online sales is supporting the Armani initiative on the net. The site with a sleek design offers clothing and accessories for men and women. The site is user friendly and easy to navigate. It also offers suggestions for coordinating clothing. The luxury brands who were earlier experimenting with online retailers in a limited way are increasingly opting for flagships as it gives them greater control. Armani plans to have rich editorial content on their site which will be updated every week.