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with a menu to go back to the Homepage in its subsequent pages. This is
almost a crime in e-retail!
The product presentation and options for alternate views are indispensable for the luxury
brand that wants to replicate its physical store on the Internet. Several luxury brands
such as Gucci and Armani are still in the introductory phase of e-retail and therefore
provide basic e-store layout and minimal prestigious atmosphere. Others like Chanel
and Hermes have no e-retail activities. Private luxury e-retailers such as net-aporter.
com and yoox.com have seized this market gap and are reaping the profits
enabled by this opportunity. Net-a-porter.com utilises the usability tool to provide an
excellent product choice experience for the online luxury shopper through six different
view-choices of the same product.
Gucci.com’s basic online store and product presentation
Net-a-porter.com’s alternate product view presentation
Cust

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