Marni is a premium Italian fashion brand that is slowly entering high streets around the world with its own stores.
However, its success cannot be due to its website, which I believe is a showcase for fashion retailers of what not to do online.
The biggest problem is that Marni is a top-quality brand without the premium online look and functionality that should be standard for such a brand.
To start with, the photography is poor and not reflective of Marni’s values - a blurry, low-key home page unfortunately sets the tone for the rest of the site, which has a lacklustre feel to it.
As for the functionality of the site, the customer journey through it is convoluted with interruptions. After negotiating your way to the Marni Virtual Store in your country, you are forced to click on a video which takes ages to load before you can even start to consider perusing for a purchase.
It’s impossible to zoom in and out of the items on the site, and the use of mannequins and not real models to showcase the ranges doesn’t show off the clothes effectively, making them look cheap.
Only very committed and patient consumers are going to want to buy via this website.