Alibaba Launches a Luxury Segment Platform
Alibaba, one of the best-known Chinese e-commerce sites, is seeking to provide customers with access to premium segment products via their Luxury Pavilion section. This invite-only platform will be hosted by Tmall, an Alibaba subsidiary. It has been announced that brands like Hugo Boss, La Mer, Maserati, Burberry, and Zenith will pioneer the project, enticing others to join in the future.
Tmall gives sellers full latitude concerning presentation tools and business operations, likely making product imaging a key component to success.
Recently we have seen more luxury brands like Gucci, Kenzo, Donna Karan, Valentino and others breaking into online shopping. It is more convenient, saves customers’ time, contributes to privacy and safety, and, in general, results in higher conversion and lower return rates. In 2016, e-retail sales accounted for 8.7% of all retail sales worldwide, and this figure is expected to reach 15.5% in 2021.
Growth in online sales volume depends largely on product imaging. On websites, customers shop with their eyes. Thus, their shopping experience should be visually stimulating and interactive. 3D photography is the most effective way to attract and retain even the most cautious shopper with enhanced product content. 3D images make digital shopping interactive and increase sales by 30% or more.
This trend promises to be profitable for all luxury brands, as their popularity is primarily built on the use of the highest quality materials in the production of their goods. Cappasity 3D images allow customers to look at products from all sides, notice the details, and better understand what they are about to purchase, whereas 2D images deprive both products and shoppers of this advantageous feature.
In light of this trend towards product imaging, LVMH invited Cappasity to participate in the LVMH Luxury Lab at VivaTech. At the conference, Cappasity’s pitch attracted some of the top managers of leading luxury brands, who were quite excited by the marketing opportunities brought by 3D product imaging.
Clearly, 3D visualization will continue to gain steam, becoming a sought-after tool among luxury brands.