La Perla is Italian, one of the most exclusive and well-known lingerie brands. Their products are lovely and for the most part not-so-affordable.
The online experience starts well, with gorgeous imagery and a clear what-to-do (choose the country), but after the first click all the problems start.
Three out of four banners in the main page content area aren’t working. Some of the main navigation links also don’t work. The image under the “Essentials” is totally distorted. And how are the products presented? I’ve visited their stores and I don’t know how or why this experience seems and feels totally different.
In the product images at www.laperla.com all of the lingerie is worn by pale models. The site itself is really boring, dark, has no interaction, no surprises at all. Not one single thing to tell someone about, or a way to do it. As you can’t touch the product, you should be able to feel it in some other way. I would suggest them to ditch whatever content management system they use here, start from scratch and build a true online experience. Not a product catalog that isn’t even working.
In my experience, online marketing is in some companies often seen as a part of the IT or tech department. They buy the platfrom. Then marketing/advertsing people try to make something out of it which they’re not ashamed of. And that’s one lousy goal.