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Why Are the Top Luxury Websites Incompatible With Apple iPad? via [psfk.com]

Top 10 Luxury Brands’ Sites Fail To Work On iPad

A review by the team at PSFK shows that most luxury brands are
unprepared to leverage the changes in web use that products like
Apple’s iPad and iPhone are driving. Out of the top 10 luxury brands
ranked by Forbes in 2009, none of their websites worked
sufficiently to match their desktop-web-experience. Only Gucci seems to have
created a site that can handle the technology requirements that Apple has placed on its
mobile devices.

The key issue is that all the key luxury brands have designed their
sites to use Adobe’s Flash. Flash offers an animated but
controlled web-design experience but Apple’s Steve jobs has said
that the iPad
and iPhone
will not use Flash software partly because of the drain it puts onto
battery life.

Apple has sold an estimated 1 million iPads in the first month. The
world’s luxury brands seem to be failing to keep up with a gadget
loving shopper who will spend between $500 and $1,000 on what may
consider as a supplemental device for a user. Later this month Apple
will start taking orders for the iPad from key luxury markets like
Japan. Apple has already cornered 46% of the smartphone market in Japan
and the world’s most mobile web savvy audience are bound to lap up
Apple’s new tablet.

When viewed through the iPad, many of the luxury brands’ websites
simply fail to load and instead ask the user to download Flash – a
request which is not an option for the device’s owner. Three brands of
the top 10 offer a store locator but the Chanel’s offering is
so poorly designed (read: not even contemplated) that it looks like it
was created for the worldwide web of 1993.

Brands need to realize that the iPad offers a different experience.
While some have invested in Apps to overcome the iPhone’s limitation –
the fairly light iPad with its 9 inch screen brings some focus back to
the browser driven web. Several commentators have suggested that the
change the way people will consume entertainment in the home but
research that the PSFK
consultancy team
has conducted for leading corporations has shown
that the device will fuel online retail too.

Unlike the cumbersome laptop, the iPad is a device that can used
while the user simultaneously enjoys other entertainment options like
watching TV. Brands and retailers need to create tablet friendly
electronic catalogs that allow people to browse as they’re curled up on a
sofa with the TV flickering in the background.

PSFK Review Of Top 10 Luxury Brands On The iPad:


Prada

Prada On The iPad

Nothing. Just a Flash logo.

Fendi

Fendi On The iPad

Fails to load. A message requests users to download Flash – an option
that is not available for iPad users.

Moet & Chandon

moet

Fails to load. A message requests users to download Flash – an option
that is not available for iPad users.

Cartier

cartier site doesn't load on the ipad

Nothing.

Hennessy

hennessy site doesnt load on the ipad

Fails to load. A message in various languages requests users to
download Flash – an option that is not available for iPad users.

Rolex

rolex site does not load on the ipad

Fails to load. A message in various languages requests users to
download Flash – an option that is not available for iPad users.


Channel

IMG_0010

IMG_0011

IMG_0013

Main page fails to function. The store listings have no design
element.


Gucci

Gucci On The iPad1

Gucci On The iPad1

Gucci On The iPad1

Gucci On The iPad1

Gucci On The iPad1

The store appears to function well and purchases can be made. Videos
are not viewable as they are currently served by Flash.


Hermes

Hermes On The iPad1

Hermes On The iPad1

Hermes On The iPad1

The brand messaging and store locator sections of the site fail to
load. The ecommerce store operates but images of the products fail to
appear.

Louis
Vuitton

Louis Vuitton On The iPad1

Louis Vuitton On The iPad1

Louis Vuitton On The iPad
A
basic site is offered with warning messages throughout asking the user
to download Flash. The catalog works but there is no purchase option.



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