Balmain is bolstering its digital reach with the launch of an online flagship serving customers in more than 100 markets in partnership w...
Balmain is bolstering its digital reach with the launch of an online flagship serving customers in more than 100 markets in partnership with Yoox Net-a-porter Group.
Till now, in terms of its own online store, “the situation was quite poor,” acknowledged Balmain chief executive officer Massimo Piombini in an interview at the brand’s headquarters here. Everything was managed in-house “without any real technical expertise, and the possibilities to keep up with the upgrades of the digital business,” he said.
Harnessing “the latest technologies in the online business,” and integrating Balmain’s e-commerce and institutional web sites, the new site, he said, will boost visibility and sales, as well as serve as a powerful communication tool. Features include a click-and-collect service, editorial content including videos, and dedicated capsules.
Francesca Tranquilli, deputy president of the Online Flagship Stores division of YNAP, which is the world’s largest provider of e-commerce services to luxury brands in terms of scale, said the aim is to elevate the brand’s service to customers by making the site mobile friendly, for instance, and simplifying the journey to the checkout. “We are evolving them to a much more localized web site, adding more languages, currencies and payment methods,” she said.
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