After being named Balmain CEO in April 2017, one of the first things Massimo Piombini focused on was an acceleration of the luxury fashion house’s digital capabilities to offer an enhanced customer experience. The result of these efforts is a new Balmain digital house. The second-generation Balmain.com aims to deliver a compelling brand and shopping experience to all members of the growing Balmain Army.
The Parisian fashion house’s revamped digital platform was developed as part of Balmain’s five-year partnership with the Online Flagship Stores division of YOOX Net-A-Porter GROUP (YNAP). The new platform is setting itself apart via a streamlined navigation and sleekly modern design overseen by Mazarine Agency.
Focusing throughout on a premium customer experience, the digital site as well as its delivery and customer care operations are built on YNAP’s technology and logistics platform. This allows Balmain.com visitors to choose from seven different languages as they click through Olivier Rousteing’s latest women’s, men’s and
accessories collections. Payments are accepted in eight distinct currencies via a number of payment options.
The new site premieres with Balmain x Beyoncé, a collaboration that celebrates the looks that Olivier Rousteing designed for the artist’s recent wildly successful duo of Coachella Concerts — with proceeds from the collection benefiting the work of the United Negro College Fund.
“Until today, Balmain.com was house-managed. That limited our choices in regard to technology and design. Working with YNAP, the world’s leader in luxury e-commerce, as well as with the talented webmasters at Mazarine, allows us to connect with our customer in a much more exciting manner, delivering Olivier Rousteing’s designs to over 100 markets and seamlessly combining the digital and brand experience,” – Massimo Piombini explained.
“Balmain came to us with the challenge of creating a new digital platform that would retain its iconic ethos and history, but elevate its online service to match. We’re delighted to be working with such a prestigious brand in an exciting time of growth.” – added YNAP’s, Francesca Tranquilli, Deputy President of Online Flagship
Stores, YOOX Net-A-Porter GROUP.