The Luxe Maison is a premiere haute couture e-boutique established after 2015. The brand ethos of the company is steeped in travel, adventure and the magic of new beginnings. Paulami Chetterjee spoke to owner Aashumi Mahajan to know more about the brand’s journey, the emerging designers it has ties with and the kind of innovation it has introduced in its platform to attract more customers.
With so many online players, what is the repeat percentage at The Luxe Maison?
In the past 2 years we have seen 30-40 per cent of repeat buyers.
What is the story behind the inception of the brand? Please share some anecdotes on how it all came about, and the challenges faced.
The idea was to bring the world closer. Therefore, these artisans are handpicked by the owners--two sisters running a consultancy for fashion and lifestyle brands for 12 years. It was an organic flow where designers agreed to venture in the Indian market, and they are exclusively sold only through us. Since this website is only 2 years old, the only roadblock has been logistics due to the country wide lockdowns and therefore resulting in delayed deliveries.
What is the process for onboarding a designer vendor? What are the 5 key requirements before taking on one?
The designers sign an exclusive contract with us. They are one of a kind – no mass produce. Every designer should have uniqueness to their products.
What is the rate of traffic conversion into sales on The Luxe Maison through content marketing and community building?
We have a 7-10 per cent conversation rate of our ad spends.
The e-com format of deep discounts has irked the brick-and-mortar players. What is your take on it?
Our products are high-end, therefor we only offer End of Season Sale (EOSS) and no other discounts.
Which category sells the most - womenswear, menswear?
Apparel for men and women
Which price points across which categories sell the best?
$200-500 for apparels
$100-150 for accessories
Which are some of the prominent and emerging designers you tied up recently?
Most of our designers are artisans with unique products (one of its kind). However, our Lebanese designers gain maximum attention from our customers.
What kind of innovation you are looking at in your website to attract more customers?
We offer services like personal shopping and concierge, which is extremely popular for occasion driven shoppers.
How do you deliver products across the globe?
The designers directly deliver the orders to the clients as we give them a platform of building a relationship with the customer through out website. Since we are purely digital this is easy to facilitate
Which are the farthest and remotest locations you deliver to?
We service all pin codes as our designers have tied up with various delivery partners
What is the future of fashion on a global scale?
With the digital space booming it looks extremely positive.
How has the global pandemic affected big labels? Have you noticed a change in buying patterns?
There has been a slow down in the rate of conversation. However, luxury will always be an aspirational buy which will only grow with time independent to any pandemic.
At present, what is your loyal customer base? At what rate is this growing?
India and Middle East have been our most delivered locations in the last quarter. We receive over 11000 clicks per day from this region.
Based on consumer preferences, how is your business going to get altered?
Keeping in mind the current scenario, we have tapped an audience between the age group of 45-60 who have the spending capacity to buy our products.
Is the demand for seasonless and sustainable clothes growing because of the pandemic?
It has definitely thrown more light in that direction because of the pandemic. However, it did exist earlier as well.
What are the Fall Trends for 2021?
Loungewear has seen huge popularity. I am assuming it will continue at least for another year.
Published on: 15/07/2021
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
