Challenge Founded in northern Italy in 1924, Loro Piana produces superlative textiles and luxury goods using the world’s finest, rarest raw materials. The pursuit of excellence has been its mission for six generations. Loro Piana joined the LVMH group at the end of 2013. It reaches customers through a global retail network, on official website and in select specialty stores. Exposed in China’s competitive digital landscape, Loro Piana realized its current omni-brand ecommerce website in China was underperforming – in terms of both sales conversion rate and experience delivery.   Strategy and Solution Since 2019, Labbrand Group’s cross functional team has been stepping in to conduct a series of deep-dive audit into their current website experience to identify opportunities for improvement, which also led to an on-going UI/UX design workstream for both Loro Piana China ecommerce website and WeChat mini-program. Step1: Market Context & Brand Infusion To help Loro Piana discover the opportunities of standing out in the market, Madjor conducted a series of digital experience review of both key competitors and out-of-category leaders to establish a baseline for user expectations when purchasing via a China website. In/out-of-category best practices Typical conversion journey Content Features/functions Services   Step2: Expert Assessment...