Spotlight on e-Commerce Gaps: Celine

My love to Celine was not born from e-commerce browsing. To understand this brand, as well as what they offer you need to go to the boutique. Why?

In a series on e-commerce gaps using concrete examples let's talk about Celine. I recently did numerous fittings for my unretouched digital lookbook platform 2Jour-Stylist.com, where—apart from try-ons—I analyzed the online vs. offline experience as well as the overall omnichannel journey. In today's spotlight I'll point at probably the most glaring gap in e-commerce, when it comes to RTW.

I tried on the lightweight, snow-white Celine set, a top and skirt. Notes along the way:

1. Gap: No model photos

On the official site, both pieces appear only on a grey background—no model shots. That is perhaps the most glaring gap in display. You can’t judge fit, drape. Actually, you can't even see the item – the greyish background almost vanishes whites.

2. Gap: Misleading item details

If after the non-informative pics the customer still feels like that can be something worth attention – he moves to information section. Top product page says it has classic fit and cropped length. But what are those "cropped', "classic'? From my try-on I can say the fit is straight and the length is not crop (because crop length for top means that it ends above the natural waist).

The skirt description says it's classic fit and mid-rise. "Classic" when it comes to skirts in general would mean a straight line, whereas this skirt is A-line. Apart from that it's closer to low-rise, because...

3. Gap: Inconsistent size info

For the skirt, I am wearing a size 34 FR, and it falls slightly higher than the hips. For bottoms, I am usually 36 FR. As per the size chart, I should consider 38–40 FR because of my measurements, which means the skirt is definitely not mid-rise.

Let me walk you through the online size-choice journey. My waist is 67–68 cm and my hips are 97 cm. This means I should consider either 38 FR or 40 FR in Celine. In this case, I’d think 38 FR would fit me better, because the skirt is not figure-fitting so there is more space for hips. Although… how would I know without an actual try-on? The description says it’s classic fit.

That’s why, to sell an RTW item online, it’s essential to feature it on a model and list the size info.

4. Gap: Polished close-ups

To understand the texture, you may look at the close-up (there are three pics that Celine usually provides on clothing product pages: front, back, and a close-up of the item). It gives some understanding, but the clarity of the image is somewhat over-polished. This approach is used not only by Celine but also by many other online retailers. An additional nuance that we take into account when creating pages for try-on items at 2Jour Stylist is that they usually feature an unretouched close-up, as well as a try-on video which contains a close-up of the material along with the fit.

5. Gap: Missing product connections

I wrote in detail in a similar review for Hermès about what I call "connections," why they are important, and where to display them. The most obvious connection here is the top + skirt. It's not indicated neither on product pages, nor on collection page – so this is a double missed cross-sell opportunity.

But will a customer place an order online? I doubt it, because with this suit and overall with the brand, the identified gaps do not foster confidence in the online choice. To understand Celine – you need to go to the boutique. Or leaf through the digital online lookbook for 2Jour Stylist, where we have addressed all customer pain points in online shopping, as well as the gaps that brands have in their e-shops.

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*In e-commerce, there are no one-size-fits-all solutions; the approach must be comprehensive and tailored to each business’s offerings and goals. I offer consultancy customized to business needs. Details here.

**My huge comparison on sizing gap within different brands online vs. real-life is here.