Luxury & Beauty
Founded in northern Italy in 1924, Loro Piana produces superlative textiles and luxury goods using the world‘s finest, rarest raw materials. The pursuit of excellence has been its mission for six generations. Loro Piana joined the LVMH group at the end of 2013. It reaches customers through a global retail network, on official website and in select specialty stores.
Exposed in China’s competitive digital landscape, Loro Piana realized its current omni-brand ecommerce website in China was underperforming – in terms of both sales conversion rate and experience delivery.
Since 2019, MADJOR conducted an extensive audit of their current website experience for Loro Piana China's e-commerce website and WeChat mini-program, aiming to identify opportunities for improvement. Based on the findings, an ongoing UI/UX design workstream was initiated for both platforms.
To help Loro Piana stand out in the market, MADJOR conducted a thorough analysis of luxury online brand experiences, examining both competitors and leaders from different industries. This analysis encompassed a wide range of aspects, including in-category and out-of-category best practices, the customer conversion journey, platform content, features, functions, and services. By establishing this baseline, we gained valuable insights into user expectations when purchasing through a China-based website.
We then delved into Loro Piana's brand essence through a rigorous auditing process. Our team at MADJOR analyzed over 20 criteria across four dimensions: brand experience strategy, brand application, experience design, and technical performance, which allowed us to develop a unique and tailored brand experience strategy that aligned perfectly with Loro Piana's vision.
As a crucial step in the process, we took charge of the full-page UI design and served as a bridge between Loro Piana's business and marketing teams and the technical teams to help expedite the launch of the website and WeChat mini-programs.
With a unique brand experience solution in mind, our goal was to position Loro Piana as a true standout in the market. With the launch of the new website and social platforms, Loro Piana has provided an extraordinary user experience that resonates with both luxury consumers and those inclined to make significant online purchases.