eCommerce success: the story of Antonio Miró (2)
Laia Ordoñez
02/03/2021
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In this blog we have already told you about the story of Antonio Miró. Now, we will focus on the successful story of his very special eCommerce, designed by Oleoshop.
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We recently delved into who Antonio Miró is, his business model and the omnipresent figure of the designer that is so present in every detail of his brand.If you have read the previous post -which we especially recommend to put this success story in context-, you will have noticed that it is fully focused on retail. That is the reason why we have set aside an entire article to study his online store. Let´s start.
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Antonio Miró on Internet
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When we talk about a brand and a figure like the one we are talking about, there is something that stands out especially: vision.This brand was truly disruptive and groundbreaking from its beginnings in the late 60s of the last century. Beyond the merely business aspect, where it knew how to position itself in a new space, it also made the leap to catwalks, with the media impact that this entailed.The explosion of the Internet amplified its message and helped its international vocation and ambition to clearly reach other segments.
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INSIGHT: For this brand, the transition to digital, in terms of communication, was as natural as it was progressive. Fashion niche has always had the focus of media; what has happened is that they have been fragmenting, diversifying and changing the model to the Internet. Antonio Miró has done more than just let itself flow: it has adapted its message and its sales channels.
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The eCommerce: antoniomiro.com
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It is amazing how much you can learn from a business if you take a closer look at their online store. Antonio Miro's eCommerce is no exception to the rule.
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The concept
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In reality, the eCommerce concept may be a bit too small for everything we find when we visit their website.It is clear that the idea has been to bring together to a large extent the shopping experience of their typical customer. The online store is an argument and a touchpoint receiver within its multichannel strategy.
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INSIGHT: There is a notable difference between "shopping clothes" and "shopping fashion". While the former is something that is done out of necessity (almost a commodity), a fashion brand has to project values, sophistication, exclusivity... and a context. Antonio Miró has done a great job with his eCommerce.
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What do we usually see in any online "clothing" store? Simple: product, product and more product. In some cases, it is true, a section about who we are, more or less worked, but the balance is practically 90-10% if we apply a percentage.
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INSIGHT: On Antonio Miró's website, obviously, there is a showcase with garments and a menu differentiating between the type of target audience (man, woman, child...); but the brand and its ecosystem have almost the same hierarchical importance in the menu.This is a constant in the information architecture of the site, where we find an item with the name of Antonio Miró and another section for the collections with the same relevance as the product.
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Diversification
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antoniomiro.com is not characterized by focusing on a single line of business. Their vision of the brand is absolutely transversal and has a lot of lifestyle, which implies leaving the margins of clothing and open to other aspects of the lives of their customers.That is why, in addition to its fashion collections, the website features accessories, designer items for the home and even furniture.
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But his website also works as a platform to attract franchisees, a place to showcase his collections, highlight the many agreements reached with different business partners, communicate the events held in its physical store, offer its corporate gift products...
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INSIGHT: If you have an ecosystem as rich as this one, it makes sense to use the web as a brand umbrella that covers each of these aspects and aspects.
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Product sheet
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It is always the measure of any eCommerce, the common element that has from the smallest store to the marketplace that most sells in the world.In this case, we see that they have opted for a design with much prominence for the garment or product. The photographs have a large size and the quality you would expect from a fashion brand.
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As for description, we can say that they do not extend unnecessarily in the copies of the product sheet. It is a very descriptive text in which they talk about cuts, materials and origin of the product (all very relevant). There are also three bullet points highlighting the main aspects to be highlighted.
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INSIGHT: If you are characterized by sobriety and functionality, that is something that has to be transmitted in your eCommerce. It would generate a certain dissonance to face a website full of 3D elements, garish colors and other risky bets. The product page is simply not the right place for it.
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From catwalk to website
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Of all that surrounds this brand, there is one thing they could not forget: the catwalk. Their collections are one of the most important assets, they create trends, catch media attention and define who Antonio Miró is.That is why they have decided to give it a prominent space on their online store. The garmets cannot be purchased online, but they do manage to convey the emotion of a fashion show thanks to video together with the numerous photos.
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INSIGHT: You should focus on your website all the strengths of your brand as Antonio Miró does. These fashion shows become an additional inspirational and aspirational argument that enhances the effect of the message.
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Success keys of Antonio Miró
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- Integral conception of the business: a modern brand must understand that there are no watertight compartments. The customer arrives at multiple points and interacts with it in different ways.
- Diversify with your head: nothing makes a loyal customer frown more than launching "licensed" products that are not aligned with the essence of the brand. Everything Antonio Miró sells makes sense.
- Showroom spirit: the digital channel is perfect for emulating the experience of a fashion show or interaction with the brand physically.
- Retail rotation generation: a good website combined with actions such as the events that take place (before the pandemic) in his physical store with music, gastronomy and other forms of culture, works as a magnet for your store.
- Partnership strategy: his collaborations with different brands are a source of recognition that favors both partners. In the case of the Internet, that relevance means inbound links that boost the site's authority in terms of SEO.
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Interesting case study of Antonio Miró, isn't it? What did you find most inspiring? We will read your comments, promise!
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Images | Unsplash and Antonio Miró.