Is Your Brand Walking the Talk, or Just Sending Customers in Circles Online? Loro Piana Edition.

Loro Piana has launched an exclusive denim capsule. The website invites you to discover it not just online, but also in select locations around the world.

“Get the list here”

- whispers the Loro Denim pop-ups headline. And with one shoe half on, you’re already checking if the collection is available in your city.

But not so fast. Are you really ready? Do you know everything about the collection? Are you sure you want to see it with your own eyes?

These were exactly my thoughts when I tried to access the list. As you scroll through the page, it feels like you’ve landed on the wrong one. But wait, there’s another link at the end of this long read. You’ve just passed the test of interest.

The issue isn’t that the article is structured incorrectly. It’s about the title and content. If there’s additional information before the pop-up list that doesn’t correlate with the title, then either that:

• information shouldn’t be there, or

• the title should be different.

Customer interest these days is a fragile thing, you know — and many will leave the page before they scroll through irrelevant content.

As an alternative, any supplementary information — like the details about the collection in this article — could be placed after the list of stores. Interestingly, there isn’t even a list; just another link.

Another option — the straightforward one — is how Hermès does it:

“Stores selling beauty products” > list of Hermès Make-up Stores

(though here I’d want to make the wording matching: either beauty > beauty, or make-up > make-up).

Walk the talk😉 x