Yesterday, I was looking for a new bathrobe. I had been using a Missoni one for a while, but I wanted a change.
That’s when I thought of Dior. The brand has been significantly expanding into lifestyle recently—Dior Spa can now be found in some of the most luxurious locations around the world. I’ve been following the development in this field and observing how the brand creates a complete customer journey.
This is how the idea that Dior should include a bathrobe in their offerings came to me (and this is often how ideas arise—in the most unexpected and casual moments). The brand offers both lifestyle and beauty categories along with experiences, and a bathrobe fits perfectly into their current strategy.
I then googled “Dior bathrobe” to check whether they already offer it for sale, and it turned out the brand does indeed have this item.
The first gap I noticed was the price point. In line with other offerings like their towel poncho (priced at £940), the bathrobe costs almost the same—£900.
While homewear usually has a lower price point, such a comparison might work against the purchase decision. Higher prices don’t necessarily lead to higher revenues. I once wrote about pricing policy, using a Saint Laurent jumpsuit as an example here (and may I mention that the prices for their latest RTW collection are eyewatering, although the collection itself is gorgeous).
But let’s move on to the website. What gaps have I spotted while browsing for the bathrobe?
1. Sizes Available Are Not Mentioned
At first, I thought the bathrobe was one size (which is often the case with this type of garment) since there was no size chart or size selection option on the product page. I then used the search toolbar and found out there are actually five sizes available. A customer might not take the extra step to search, and without a size chart, they could easily become confused.
At 2Jour Concierge, we sometimes have more than 10 different sizes available in various materials and colors for the same item. Due to the platform's limitations on variants, we use an app to display all the options to provide customers with greater flexibility. The size information is clearly displayed.
2. No Cross-Sell Items
I then read the description (though very few customers actually read the description—they usually focus on features and size information) and discovered that the bathrobe is part of the Cannage collection, which includes bath linen such as towels. In the cross-sell section, only two towels were displayed, which might lead one to think that’s all there is. However, after using the search toolbar again, I found three more towels. The brand is missing an opportunity for further engagement here. I’ve mentioned this gap on the Dior website before (here)—a customer might want to buy a complete collection, but because it’s not well-communicated that accompanying items are available, this opportunity could be lost.
At 2Jour-Concierge.com, we include links to collection items on the product pages of items that are part of a collection.
3. Direct CTA used three times in a header
I’ve just written about different types of Call-To-Actions (CTAs)—I categorize them into three groups: direct, sophisticated, and no-CTA (here). This point isn’t about the product page, but about the website header. Nonetheless, such a direct CTA, like “Shop Now,” used on a luxury website, rather than creating a sense of urgency, feels more like you’re buying tomatoes at a local farmer’s market. Yes, the intention is to sell, but repeating “shop now” three times in a row feels too commercial and contradicts the perception of desirability and luxury that is part of the brand image. Instead, a more sophisticated approach could be used—Explore, Discover, Unveil, Curate Your Fall Wardrobe, Tailor Your Look might work better.
At 2Jour Concierge, we add a CTA at the end of each item description, but it never includes the words “shop” or “now.” Instead, we opt for more elevated phrasing, emphasizing the value that can be brought—“Elevate Your Space,” “Enhance Your Décor,” etc.
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