Overall, Korean luxury brand sites are as or more sophisticated than their U.S. or European counterparts. For example, 91% of Fashion and 100% of Watches & Jewelry brand sites in L2’s Digital IQ Index: Japan & Korea Luxury support video content, compared to just 62% of Fashion brand sites in the U.S. Japan, however, is a different story. Many of the Fashion brands in the L2 study developed Japan-specific sites without sophisticated features. For example, just 25% offer sorting or filtering options.
Advanced features – or customer service links – are especially important for Watches & Jewelry brands where online shoppers complete their purchases with an in-store concierge. Despite that, Omega, Piaget and Swarovski removed e-concierge elements found in their U.S. sites. And Bulgari, Cartier, and Tiffany & Co. listed no customer service number on their Japan product pages, an element present in other country-specific sites.