From Jacquemus to Balenciaga: Luxury fashion brands go hyperphysical

3-SUSTAINABILITY: Casting a Very Long Shadow

The number of retailers that do this are few and far between, access to metrics has meant that retailers have A/B tested the souls out of their websites to make sliding into transacting the most frictionless experience imaginable, and leading to an SEO-optimised sea of sameness when it comes to the ecommerce experience.

Zara is building a hybrid business model, where it combines fast fashion with cues of luxury (curated capsules, art direction, photography, model selection, styling). Zara is still in the business of the mass consumption of standardized products, but now it’s also in the business of considered consumption of signaling products (Peter Lindbergh merc... See more