Orchard Mile upends luxury retail with new model

Orchard Mile upends luxury retail with new model

Orchard Mile’s approach, unlike that of Net-A-Porter/Yoox or Farfetched, allows customers themselves to hand-pick their stream of designers, which allows them access to those brands’ entire collections. That upends one of the web’s most prominent points of differentiation, especially in luxury, which must find a way to replicate the high-touch level of customer service that high-spending shoppers find in stores. To do that, Farfetch, Yoox, and others have turned to style influencers and technology to smooth communications with their customers.

Orchard Mile hasn't left its customers completely on their own: The site features a slew of content with fashion news, highlights on trends, stories of global locales and plenty of advice to spark discovery beyond users' comfort zones.  In practice, the site appears to resemble a virtual department store. It’s not clear, however, how comprehensive the options are. While Prada Beauty is listed as an option on the Orchard Mile site, clothing, leather goods and footwear for the Italian luxury fashion house are not featured.

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