Spotlight on e-Commerce Gaps: Dior

In a series on e-commerce gaps using concrete examples, let's talk about Dior. Apart from the same gaps Celine and Hermes have, there is another one—which seems to be on the surface but is still very common (and crucial) in fashion e-shops.

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.

So imagine. You step into a boutique and you like the jacket on the hanger the moment you see it. A moment later, you find yourself in the fitting room trying it on. What do you pay attention to?

• Of course, you determine the size. Is it too tight, is it too loose?

• You evaluate the fit. How? The jacket can be worn open or closed, with a second layer underneath or without one.

Now we move online. On the website, to evaluate the jacket by the same parameters, it’s obvious that you need to see the jacket on the model both open and closed.

What do we get in practice? In practice, many websites show only one option—just like on Dior’s site with the jacket I tried on. In most cases, the jacket is shown fully buttoned—it looks more flattering in the photo.

As a result, the customer either won’t buy, being unsure of their choice, or will still order the jacket, but the likelihood of a return is higher because they lack sufficient visual information to assess whether the jacket suits them. Not to mention that I wore the same size as the model—and if I had chosen without trying it on first, I definitely would have taken a size up.

It may be a jacket or any other piece—what you should do is imagine yourself as the customer and follow their footsteps to showcase what they might be interested in.

These gaps we also accounted for at 2Jour-Stylist.com with unretouched try-ons for confident choices (the latest fittings, including Dior, are available here).

Since I paid attention not only to the online but also to the omnichannel and offline experience, I’ll highlight a feature I liked.

I left my mobile to SA. After some time, the consultant sent me a link to the entire fitting. The selection is posted on the official website, and no account is required to view this unique link. On the page, in addition to all the items, the consultant’s name is mentioned, and there is also:

• the ability to add items from the fitting to the cart or wish list

• the option to contact the consultant you worked with in the boutique

• book an appointment

I would add a clear indication of the size that was used in the fitting (when I clicked to add to cart, some of the items were in a different size than the ones I had tried on), but overall this is a very useful tool in the omnichannel approach. To encourage consultants to actively use it, I would also link their commission to such sales, if the brand has this type of additional incentive model.

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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 are here.

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