Interesting analysis from Graham Charlton (@gcharlton) in two parts that looks at 5 luxury brands who do online well & 5 that do it not so well.
To quote the author: "I think the key here is providing a great user experience. Too many luxury sites put creativity and visual appeal first and forget that people have to actually use these sites...This perceived clash between creativity and usability is nonsense in my view, and has been used as an excuse to ignore ecommerce best practices like testing and designing with users in mind.
This is not to say that convention and best practice should be slavishly followed, but luxury brands should aim to combine good usability and great design. After all, selling things is the name of the game."
Here's a list of the main issues to consider, again quoted directly:
Here are the "good" five: Selfridges, Jimmy Choo, Burberry, Bang & Olufsen & Mulberry.
Here are the "not so good" five: Dom Perignon, Givenchy, Dolce & Gabbana, Chanel & others.