Burberry competitor Miu Miu has not reached the same level of emotional engagement
through its more simplistic website.
Although the brand offers similar standards of luxury, its online presence is underdeveloped and not consistant with the overall image. Adressability is a key metric within which the British retailer stands out.
While Burberry is pushing to make its website a multimedia experience with sections such as "Acoustic" that plays music videos from undiscovered British artists (dressed in Burberry clothing), live airing of fashion shows, and a social networking feature,
Miu Miu’s web presence features a brand magazine, films featuring popular actresses Aubrey Plaza, Gemma Arterton, Patricia Clarkson and Rinko Kikuchi, and a live airing fashion show. However, the website fails to convey the full whimsy and charm of Miu Miu and is a lonely place- there are no opportunities to interact with other Miu Miu customers.
Control
Control is strongest on the Burberry page, with customers offered the options to view products by collection, style, and size. In contrast, Miu Miu only merchandises by style.
