Loro Piana
Building a one-of-a-kind luxury store online
Loro Piana needed a one-of a kind online store that wouldn’t undercut the brand’s luxurious essence.
Challenge /
Loro Piana have built a Northern Italian cashmere and wool business into a global enterprise
with 130 stores in luxury shopping districts around the world. Yet they had no real online
presence. The potential rewards of going online were obvious, but for Loro Piana so were the
risks. They asked Jaques Vanzo to help them create an online e-commerce experience worthy
of the brand’s carefully guarded reputation for quality.
Solution /
We knew from the start that the new Loro Piana website would need to look very
different to a standard e-commerce website. We envisioned it as a one-of-a-kind luxury
store - one that Loro Piana’s customers could enter anytime and from anywhere in the world,
even while out sailing or on a ski holiday. We built an online store that is whimsical,
entertaining and luxurious. An immersive experience that’s as intricately crafted and
individual as a Loro Piana product.
Results /
Since its unveiling, the website has been Loro Piana’s biggest and most visible shop window,
supporting sales growth and adding new value to the brand. Less than a year after the site
was launched, LVMH bought Loro Piana for €2 billion.
We delivered:
Extensive research
Commercial & creative strategy
One-of-a-kind
website
www.loropiana.com
Loro Piana’s global e-commerce site is an intricately realised answer to a question many luxury brands now face: how can you sell very high value products online?
A three-month discovery phase, suggested by Loro Piana, helped us to gain a deep understanding of their culture and customer relationships.
We weren’t creating a website. We were creating a new flagship store online.
Less than a year after the site was launched, LVMH bought Loro Piana for €2 billion.
