By focusing on e-commerce and focusing on growth, lingerie brand La Perla has been able to expand from 40 markets to more than 100 markets worldwide. E-commerce platform BigCommerce allows the brand to create bespoke e-commerce solutions from one central hub, allowing data to be collected and reviewed simultaneously and across multiple suppliers, channels and stores. can be managed from one place.
A centralized platform has allowed La Perla to adapt experiences to different audiences and gather insights that can be used to create customized approaches in bulk. This approach allows for easily tailored A/B testing to determine which markets are most receptive to your brand and its products. The test-and-learn approach allows brands to change the creative they present in different markets, offer relevant products, and suggest the best services for individuals.
Having multiple stores eliminates the separate overhead costs associated with entering new markets. On the other hand, plug-and-play options offer opportunities in areas such as dropshipping, allowing you to further expand your brand. His women's clothing brand Badgley Mischka uses BigCommerce integrated apps like Duoplane for order management. This reduces the associated risks by allowing brands to ship from 20 inventory locations to over 190 markets using dropshipping, an approach that does not handle inventory directly.
This reduction in indirect costs frees up resources to focus on customer service. When processes become more streamlined, the customer, their needs, and experience come first. For La Perla, this helps the brand focus on developing customer experience and added value. “It's robust and always on. You can actually think about experimentation,” says Lee Longhurst, head of e-commerce development at La Perla.
Engagement with local communities on a global scale
E-commerce presents global opportunities for businesses, but there is no single global audience. The pandemic has brought the world closer together with technology such as video calling, and increased use of social media has led to the rise of microcommunities. Cultural and social differences can mean that different markets respond better to different communication styles, and even within a local market, there are multiple audience segments to be aware of. Masu.
For example, according to vogue business According to the index, 22 percent of people 65 and older do the majority of all their shopping online, compared to just 23 percent of respondents overall, proving e-commerce is reaching a diverse audience. It has been. Again, this varies by market, so treating each market as a separate initiative while maintaining a core brand platform allows for localization that resonates.
