That’s the unfortunate conclusion that I’ve come to after familiarizing myself with Lanvin.com. As a producer, I wouldn’t pay more than 1500 euros for of the execution they have. That’s more or less the price of a Lanvin handbag. The bags are pretty lovely but the site is quite the opposite.

First impression

Disappointment. What’s with the tiny boxes all of the content is stuffed into? Content management system acquired 10 years ago? After a quick browsing, also the incoherent design, blurry fonts… all in all, an old looking site.

Content

The site consists of following sections: Fashion (Women, Men, Advertising Campaigns, News), Perfumes (Overview, All about Lanvin parfums, More information) ,Latest News (Events, The company, Work for Lanvin), Heritage (Jeanne Lanvin, Key dates, All the perfumes, Previous seasons, Today, Bibliography), Lanvin in the World (Lanvin Paris, Retailers, Subsidiaries). There’s a lot of info – not to mention there is a second navigation on the upper right AND a third navigation on the lower right. Way too much, way too complicated and messy.

Problem

For me, this represents an utter lack of judgement – not just because of the lack of functionality, but because of the lack of idea, experience and emotion. There’s an enormous gap with the quality, creativity and emotion presented in Lanvin’s print advertising and online presence. Another huge challenge is the amount of content in the website… there’s absolutely no core, no primary message, it seems all the info there is has just been thrown there. The challenge is, too many brands still use web as a dumping area of information (= secondary/supportive media), like it would be a place to go when there’s a need for “more info”. Forget about that, most of the people visit your site to get “the info”.

An Opportunity

Two of the latest print ads by Lanvin just give me the creeps. On a good way I mean, especially the one with the red woman (above). The another one, a man with a woman’s arms around him, is somehow even more intensive and sinister. I think these provocative prints are awesome. In the future, I hope to experience that courage and emotion online, too.

I found a really nice film about Inspiration and wanted to share it. Enjoy & have a great weekend!