After receiving a very positive response from its mobile optimised site in North America, the luxury fashion brand Gucci is planning to launch a similar site for its consumers in the Asia Pacific market. The site is expected to be rolled out in the coming months as a part of the brand’s composite digital marketing and e-commerce strategies. The company has also launched its mobile optimised site www.gucci.com for the European market recently.
Talking about the need for going o the mobile platform, Patrizio di Marco, president and CEO, Gucci, said, “Gucci has always prided itself on providing customers with unparalleled shopping experiences, whether in our stores or online. Based on the rapid growth we have seen in mobile purchases it was important for us to create the kind of luxury experience in mobile that we are known for in the industry and that our customers expect from us.”
The company’s digital teams in Florence and New York worked with Brooklyn-based website development agency Huge to create the mobile site. The site has been optimised for both iOS, and Android. Gucci already has websites for 27 countries across the world for online shopping. But this is the first time that it has gone on mobile. Once the mobile capability comes to the region, the smartphone toting consumers in the leading Asia Pacific countries will be able to browse and buy Gucci’s range of products, including leather goods, shoes, clothing and jewellery on the .
Most luxury brands are eyeing this market in a big way, and Gucci can expect a strong response. Even a mature market like North America showed excellent results where conversion rates have increased by over 70 percent and revenue grew almost four times year over year. The mobile site already accounts for 27 percent of the total traffic and 13 percent of total revenue