Brand Experience Assignment 2 Individual
Rick Owens
Ayeisha Johnstone, 2003528C, TD01
Table of Content
1. Introduction
1.1 Brand Identity
1.2 Unique Selling Point
1.3 Target Market
1.4 Perceived Value
1.5 Online Channels
2. Customer Journey Map
3. Entice
3.1 Social Media
3.2 Celebrities
3.3 Fashion Show Streams
3.5 Events UTP
4. Enter
4.1 First Impression
4.2 Content
4.3 Connection to Social Media
4.4 Visualisation UTP
5. Experience
5.1Navigation
5.2 Search Engine
5.3 Product Listings
5.4 Size Guide
5.5 Cross-Selling
5.6 Wish List
5.6 Eco-Aware UTP
5.7 Collection Display UTP
6. Exit
6.1 Account Creation
6.2 Payment Methods
6.3 Payment Security
6.4 Shipping
7. Extend
7.1Newsletter
7.2 Order Tracking
7.3 Careers
7.4 Packaging
7.5 Customer Service
8. Conclusion
8.1 Overall Experience and
Effectiveness
8.2 Relation Between Product and
Online Experience
9. References
1. Introduction
1.1 Brand Identity
American-born designer Rick Owens began his label in 1994 and is currently a fashion
empire in a five-story compound in Paris. The Otis College of Art and Design dropout led
him to cut patterns that illegally knocked off designer clothing. After starting his label, he
enjoyed the rock’n’roll lifestyle that included substance abuse. However, he has now been
clean for over a decade. Owens rise in popularity is accredited to French Vogue’s
publication of Kate Moss wearing his signature leather jacket. Following this, he gained the
assistance of Anna Wintour and Vogue, who sponsored his first runway in spring/Summer
2002 New York Fashion Week. In Spring/Summer 2003, he branched out into menswear.
During Owens Career, he has opened retail stores in over 10 locations. His furniture line
first came around in 2005 and gained massive popularity. Rick Owens views his furniture as
Haute Couture and has presented it in several exhibitions. His expansion into furniture
opened up a different audience, such as art collectors. In 2013 he made his most notable
collaboration with Adidas. The footwear lines followed the same themes as his seasonal
runway collections, and the partnership remained until 2017. Expanding his merchandise
range further, Rizzoli published a book about Rick Owens in 2011 that covers information
about the brand and photographs and later authored two more.
The most notable of Rick Owens runway collections are his Spring/Summer 2014 and
Fall/Winter 2015 Men’s Show. The Rick Ownes Spring/Summer 2014 women’s “ Vicious “
collection featured American step dancers rather than traditional models. “Sphinx”, the
Fall/Winter 2015 men’s show, gained popularity due to the controversial decision to
carefully drape garments in a method that intentionally reveal frontal male nudity.
1.2 Unique Selling Point
The unique selling point of Rick Owens products comes in the form of his iconoclastic,
avant-garde and timeless designs. Rick Owens aesthetic consists of drapery over tailoring,
plush textures and structured yet flowy silhouettes. Rick Owens shoe designs have an
unorthodox structure worn from high fashion to streetwear. Owens designs focus on
consistency and marginally change from each season. Unlike other designers who shift
silhouettes, colours and hemlines to capture consumers’ attention, Rick Owens rejects the
beliefs of rapid transformation. He only makes changes to his design styles with careful
consideration and precision.
1.3 Target Market
Age: 20-40
Socioeconomic Status: Middle-Higher
Lifestyle: Trendsetter, High Fashion, Creative, Confident, Rejection of Social Norms
1.4 Perceived Value
Rick Owens has no distinctive logo, unlike many luxury fashion brands. However, their
items are instantly recognisable to those who are loyal to the brand. Rick Owens designs
are iconoclastic, using dark hues and monochrome; the designs test the boundaries or
gender severance that challenges fashion’s social construct are eye-catching to those
familiar with his works. The generally understated branding on Rich Owens products
creates a sense of community to those who can recognise and appreciate his clothing. The
lack of branding further emphasises that those who purchase Owens products are a part of
a niche market.
Rick Owens has developed a cult-like following of individuals who wish to refine the norm.
These consumers use fashion as an expression of who they are. Rick Owens created his
cult following as consumers emotionally resonated with the brand. Catering to consumers
who identify with his distinct aesthetics, beliefs, and creative expression brings loyalty to
the brand through his unorthodox designs. Rick Owens products’ usefulness to its
consumers provides fashion through which people can express themselves.
By targeting a niche market of consumers, Rick Owens gains more appeal. Consumers who
fit the target demographic of the brand develop a sense of community by owning their
products. By wearing Rick Owens products, consumers feel more accepted into the niche
community and tribe they identify with. This, in turn, enhances the brand’s perceived value
due to emotionally-driven factors.
In short, consumers who are seen wearing Rick Owens are viewed as a part of a community
that prioritises creativity and self-expression through the wearing of iconoclastic and
borderline androgynous items. The emotional factors that impact Rick Owens’ perceived
value illustrate an identity and tribe.
1.5 Online Channels
Website
Rick Owens has multiple online channels, the main one being its website. It is the only
direct online platform where consumers can do purchasing and the only place to purchase
for people who lack a physical store in their country. Besides, website purchases can also
be made from luxury e-commerce platforms such as Net-A-Porter, HBX and SSENSE.
Social Media Platforms
Rick Owens has social media accounts across multiple social media platforms like
Facebook, Instagram, Twitter, Youtube and Tumblr.
2. Customer Journey Map
Entice
1.
2.
3.
4.
Social Media
Celebrities
Fashion Show Streams
Events UTP
Enter
1.
2.
3.
4.
First Impression
Content
Connection to social media
Visualisation UTP
Experience
1.
2.
3.
4.
5.
6.
7.
Navigation
Product Listings
Size Guide
Cross-Selling
Wish List
Eco-Aware UTP
Collection Display UTP
Exit
1.
2.
3.
4.
Account Creation
Payment Methods
Payment Security
Shipping
Extend
1.
2.
3.
4.
5.
Newsletter
Order Tracking
Careers
Packaging
Customer Service
3. Entice
3.1 Social Media
Social Media has become an essential part of a brand’s identity and interaction with
its consumer base. The platforms provide extensive insight into the brand’s identity
and increase brand visibility. The most significant impact social media channels have
on brands is their ability to reach and interact with large audiences. Brands can
create and project their brand identity and control the content they share.
Instagram
With 1.6M followers and an average of 10,000 likes on Instagram, Rick Ownes social
media platform with the most reach. The account is updated regularly, with at least
one post every three days. Content shared in these posts include new product
releases, live stream announcements, images from photoshoots and updates on the
goings-on of the brand. The images on Instagram align with the brand and product
identity; with a black and white colour palette and consistent editing, the page
projects the visuals of the brand identity accurately. Rick Owens also uses the
tagging feature that Instagram has; other accounts can tag Rick Owens in their posts
from which their followers can share their outfits and items. This allows Instagram
users a feeling of connection with the brand. The widespread nature of Instagram
and tagging feature make it the perfect place to entice customers. Instagram users
can come across their page and immediately understand the brand’s identity
through their posts.
Fig. 1&2: Screenshot of Rick Owens Instagram Page
(Source: https://www.instagram.com/rickowensonline/?hl=en)
Facebook
The second most used platform of Rick Owens has over 1000,000 followers and
receives an average of 100 likes on their posts. The social media page is updated
semi-regularly, making posts at least once a week. The content of the Facebook
page follows the content shared on Instagram. The feature that is unique to
Facebook that can entice customers is their events section. By Rick Owens sharing
their upcoming events, customers can gain awareness of such happenings.
Facebook's lack of limit on the number of photos posted at once allows users to
beagle to view complete collections with ease. The sharing feature that is available
on Facebook allows followers to share posts with their own followers. This helps to
entice people to visit the Facebook page and by extension the Rick Owens website.
Fig. 3: Screenshot of Rick Owens Facebook Page
(Source: https://m.facebook.com/rick.owens.corp/?ref=page_internal&mt_nav=0)
Youtube
After the COVID-19 pandemic measures caused a lockdown and the cancellation of
real-life fashion runways shows, more brands have been taking to youtube and
streaming services to share their collections. Their videos receive an average of
20,000 views and 800 likes. Rick Owens is a pioneer in this aspect as the brand has
been sharing youtube videos of their collections for the past eight years. The posting
of these shows spreads the major event to the masses and allows viewers to feel
more connected with the brand. These fashion shows feature carefully selected
models, backgrounds and music that enhances the viewing experience. Youtube as
a platform will suggest videos the users might enjoy; in this manner reaching the
target audience for Rick, Owens videos is simplified and can entice potential
consumers.
Fig. 4: Screenshot of Rick Owens Youtube Account
(Source: https://www.youtube.com/user/RICKOWENSOFFICIAL/featured)
Tumblr
Tumblr receives an average note of 50 on each post. The usage of the Tumblr
platform is mainly to entice potential consumers through hashtags and the visuals
of the content shared, little written content is included. The hashtag
‘#rickowensonline’ can be used by any member of the social media platform and can
be used to entice people to the brand.
Fig.5: Screenshot of #rickowensonline on Tumblr
(Source: https://www.tumblr.com/tagged/rickowensonline?sort=top)
Twitter
Rick Owens Twitter account has 36K followers, an average of 5 likes and 10 retweets
per post. The content shared on Rick Owens twitter platform is similar to that
shared on Instagram and Facebook pages. The feature that sets Twitter apart from
the other social media channels is the reply function. When followers reply to Rick
Owens tweets, the reply will appear on the pages of the people who follow them. By
this method, Rick Owens can use Twitter to entice users to visit their Twitter page
and by extension their website.
Fig.6: Screenshot of Rick Owens Twitter Account
(Source: https://twitter.com/RICKOWENSONLINE)
3.2 Celebrities
Rick Owens initially caught the eye of the public in 2001 when Kate Moss was seen
wearing Rick Owens products in American Vogue. Another notable instance is when
Emily Blunt wore a Rick Owens jacket in the popular film ‘The Devil Wears Prada’.
Since then Rick Owens can capture the attention of A-list celebrities such as Rihanna
and A$AP Rocky. By celebrities wearing Rick Owens products, the general public is
exposed to his work. Celebrities gain a lot of media attention as such, people gain
interest in the brands that they wear. Through this method, Rick Owens can entice
consumers interest and the brand and encourage them to learn more
3.3 Fashion Show Streams
Rick Owens Fashion shows are available on Youtube, the brand's website and on the
Vouge fashion runway. Rick Owens' posting of these videos reaches a wider
audience and makes viewers feel more connected to the brand. These fashion
presentations have models, scenery, and music that have been meticulously chosen
to enhance the viewing experience. The fashion shows represent the brands work
and identity and viewers who see them can feel connected to the brand and
encouraged to visit the website in order to view products in further detail.
3.5 Events UTP’
Rick Owens hosts a multitude of events, the most common being exhibitions, where
his works are displayed in galleries. The Exhibitions hosted by Rick Ownes are
designed meticulously and have consistent imagery and content to that of the brand
itself. By hosting events Rick Owens can entice society members who enjoy galleries
to purchase his products, in this way he cataracts a different target audience,
specifically art collect. By using this method Rick Owens brings attention to his
products other than his fashion collection, like his furniture line.
4. Enter
4.1 First Impression
Upon seeing the website of Rick Owens, it is very professional with many
aesthetically pleasing visuals, giving off a luxurious feel with its common theme of
black and white with contrasts of flashy colours, it has many images of its products
in an orderly fashion. Despite its flashy and aesthetic visuals, the website does not
feel foreign but instead is user friendly.
As mentioned earlier, the website's primary colours are black and white; when
transitioning from page to page on the website, the neutral colours do not cause a
harsh look, therefore, making navigation of the website very seamless and pleasing
to the eye. This also causes navigation links to stand out as they are situated in a
position that is easy to spot. Not having flashy visuals block those spaces makes for
an easy and seamless user experience. The landing page also features visuals of Rick
Owens models wearing the products, therefore fully displaying and showing the
products and creating a visual experience for the user. Overall, the landing page
works well as a visual representation of the Rick Owens brand, the colour palette
and images follow the brands gothic and androgynous aesthetic.
Fig.7: Screenshot of Rick Owens Landing Page
(Source: https://www.rickowens.eu/en/SG)
4.2 Content
The content displayed on the Rick Owens landing page is of neutral and simplistic as
well as having a flashy and artsy aesthetic featuring their products which are
pleasing to the eye, the effect caused by the imagery may entice and increase the
probability of them making a purchase as the imagery and visuals display the
products in a positive light. The content and visuals displayed may also convey to
the customers the direction of aesthetic that their products hold therefore being an
indicator of the style.
Fig.8: Screenshot of Rick Owens Home Page
(Source: https://www.rickowens.eu/en/SG)
4.3 Connection to Social Media
Rick Owens has a range of social media displayed at the bottom of the page, this
gives the ability for customers to be directed to their different socials medias such
as Instagram, which would help convey the type of aesthetic the brand is going for
and to show their identity as a brand, therefore conveying to the customers what
they may expect from Rick Owens.
Fig.9: Screenshot of Rick Owens Home Page
(Source: https://www.rickowens.eu/en/SG)
4.4 Visualisation UTP
Rick Owens has an emphasis on Visual Hierarchy as their landing page displays
much different imagery as well as videos, this shows the professionalism and the
aesthetic that Rick Owens is going for. This also conveys to their customers what
products they are promoting by featuring the products in flashy attention-grabbing
videos in a fashionable light. This would cause customers to be enticed and excited
as to what they are to expect from the website and how they are displayed in the
videos. Rick Owens especially has a Visual Hierarchy as they feature more videos
than pictures on their landing page, this would allow customers to see how the
products are worn and displayed by the models in a more 3D manner, therefore
allowing the customer to make a more informed decision before purchasing the
product.
5. Experience
5.1Navigation
Despite the website having many aesthetically pleasing visuals of their products that
fill the landing page, its navigation is clear-cut and easy to understand, being simple
yet effective as the navigation links are situated to the left in an organised, balanced
manner of the website making it easy for users to find the products that they may
be looking for. The main categories and the subcategories are separated making it
less confusing for shoppers to find the products that they want this also allows the
landing page to seem less cluttered and makes the overall page look organised,
whilst being intuitive.
The clickable areas of the website are made obvious as they change in colour as well
as visuals that start to play, this makes for easy and user-friendly interaction as it
clearly displays navigation links that are clickable thus, being cues for the user to
click, therefore making navigation seamless and easy.
The speed of the loading page is quick despite the website only using
high-resolution images and visuals.
Overall, the navigation of the website is extremely user-friendly and pleasing to the
eye. It makes the online shopping and browsing experience seamless with no issues;
this reflects that the brand has put effort and work into making its website a
professional, aesthetic and good experience to its customers.
Fig.10: Screenshot of Rick Owens Home
Page
(Source: https://www.rickowens.eu/en/SG)
Fig.11: Screenshot of Rick Owens Product
Page
(Source: https://www.rickowens.eu/en/SG)
5.2 Product Listings
The constant format of the image in which a model is positioned behind a white
background directly in front of the camera allows for a direct point view allowing the
customer to scroll through the website with ease. The images of the models are the
main object of the website which can be seen as the models are looking directly into
the camera catching the attention of the customer. Additionally, the same body
posture in all the pictures with the added details of the model's height and the size
of the clothes. Under each individual product listing, front, side and back images
views are available as well as images showing the detailing at a closer view. Product
images are able to be viewed in full screen and users can zoom in on details. Certain
products are available to view in a 360 degree GIF. Multiple images viewing options
sn angles allow a better understanding of how the product will fit and look on the
customer—creating a better shopping experience for new and returning customers
to be familiar with how clothes will look on them.
The detailed description of the materials and fibres used in different parts of the
product can help the buyer to identify the fibres and care required for the garment
and, at the same time, underline the high-quality materials used to produce the
product. As well as a comprehensive description of the features of the products.
Giving a full description that can be interesting for the potential buyer.
Fig.12: Screenshot of Rick Owens Product
Listin
(Source: https://www.rickowens.eu/en/SG)
Fig.13: Screenshot of Rick Owens Product
(Source: https://www.rickowens.eu/en/SG)
5.3 Size Guide
Rick Owens website also features a very user-friendly and understandable sizing
guide, for their clothes, shoes and accessories such as gloves, they have many
different sizes from XS, S, M, L, XL, and XXL. On top of this vast selection of sizing,
they have many different regions to choose from to correspond with these sizes
such as Italy, the UK, Japan, Europe, France, the USA, Australia and even the
International along with the universal Jeans sizing.
Because Rick Owens has such a vast amount of sizing options, it appeals to a larger
audience as they will have sizes that are suited to more people and secondly, their
products will appeal to more people around the world as it has the sizing specific to
their region/country.
Fig.14: Screenshot of Rick Owens Sizing Guide
(Source: https://www.rickowens.eu/en/SG)
5.4 Cross-Selling
The recently seen function allows customers to revisit products they previously
looked at. Giving them a second chance to add the item to their cart and making it
easier to identify previously viewed items. Customers can also see products that
meet their tastes if they use the 'You May Also Like' function, which displays
recommendations based on current items they have browsed. Cross-selling features
allow for more opportunities for consumer purchases, as products to their tastes
can be found with ease.
Fig.15 : Screenshot of Rick Owens You May
Also Like
(Source: https://www.rickowens.eu/en/SG)
Fig.16: Screenshot of Rick Owens Recently
Viewed
(Source: https://www.rickowens.eu/en/SG)
5.5 Wish List
If you are a customer of Rick Owens there is a wish list ability where customers can
save items they may buy in the future if they are not able to commit to purchasing
instantaneously, therefore making it easier for customers to instantly view what
they would like to purchase in the future when they return to the Rick Owens
website. This appeals to the online shoppers as it saves time browsing for the item
they desire and reduces the risk of the customer being unable to find the item they
want.
The ability to save items to a wish list also benefits Rick Owens, as it enables Rick
Owens to easily identify the different products and items the customers are eyeing
and thus enabling them to identify trends in the products saved to the wish list. The
wish list would also relay what products customers are actually buying and what
products are idle in the wish list, this is vital information as it allows Rick Owens to
identify what factors are halting a sale such as the desirability of products and
different price ranges.
Because of Rick Owens popularity and high demand, certain products may be out of
stock at certain times, therefore items that may have been out of stock in a wish list
when in-stock again, would be able to notify the customer and therefore cut Rick
Owens losses in case the customer gave up on purchasing a sale after finding out it
was out of stock, therefore benefitting Rick Owens.
Fig.17: Screenshot of Rick Owens Wish List
(Source: https://www.rickowens.eu/en/SG)
5.6 Eco-Aware UTP
Under the navigation section the ‘Eco-Aware’ page is displayed. Under the
Eco-Aware product listings, items from Rick Owens collections that feature
sustainable materials can be found. In each of Rick, Owens seasons works towards
making garments that are environmentally responsible. Under each product listing
on the Eco-Aware page, the item features a product description of what makes the
material sustainable. For example, certified organic cotton is a natural fibre and is
grown without chemicals, in turn, the growth process leaves out soil, water and air
cleaner from contaminants. The inclusion of a product listing page that focuses on
products made from sustainable materials will appeal to audiences who value
eco-friendly items. Consumers who wish to purchase sustainable products are able
to sort through these products.
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Fig.18: Screenshot of Rick Owens Eco-Aware
(Source: https://www.rickowens.eu/en/SG)
5.7 Collection Display UTP
Users of Rick Owens website can find the full collections of the brand seasonal
collections and can be directed to the runway video stream. Runway collections are
the best way to view items before purchase, Rick Owens runway shows are not only
for viewers to be enticed to purchase his products but is an experience in itself. The
clothing, models, background and music are all created with the purpose of showing
off the concept of the collection. When viewing the whole collection display,
consumers gain a fuller understanding of the garments and can feel emotionally
connected with the brand's items. The emotionally invoking experience can
encourage customers to purchase products they have views on as well as project
the brand's identity to views. Each detail in Rick Owens runway show is selected
carefully for the purpose of showing off the brands identity when consumers view
the show, they can relate to the brand and this increases brand loyalty.
Fig.19: Screenshot of Rick Owens Collection Display
(Source: https://www.rickowens.eu/en/SG)
6. Exit
6.1 Account
It is possible to create a Rick Owens account after doing so, the customer has the
ability to save items to their wish list to save items in the future, save their billing or
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shipping address making a seamless and easy user experience on the website and
ultimately making checking out items easier, customers can also track their orders
for the convenience of them. Customers can also sign up for Rick Owens newsletter
which sends emails on new products, products on sale etc. Because of this, Rick
Owens has an extensive amount of information on the customer as they can track
records of purchases and products on their wish list. This data can be collected to
produce personalised content to the customer, therefore providing exclusivity to the
customer through data analytics.
Fig.20/21: Screenshot of Rick Owens Check Out
(Source: https://www.rickowens.eu/en/SG)
6.2 Payment Methods
The many available commonly used payment methods including Maestro, VISA,
MasterCard, American Express and PayPal allows for a more convenient and
pleasant checkout experience for the customer. The use of such a large variety of
payment methods ensures the coverage of all bases by ensuring the most
commonly used payment method used by the customer is available. This in term
guarantees that the customer will be able to make payment with ease in turn
helping the brand reduce its revenue loss due to convenience related issues.
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Fig.22: Screenshot of Rick Owens Check Out
(Source: https://www.rickowens.eu/en/SG)
6.3 Payment Security
Rick Owens website is secured with SSL encryption. Having this encryption ensures
that consumers' payment details, addresses and personal information cannot be
stolen by third parties. This provides consumers with a sense of security when
proceeding with checkout. Consumers can rest assured that the Rick Owens website
protects their information to the fullest extent.
Fig.23: Screenshot of Rick Owens Website
(Source: https://www.rickowens.eu/en/SG)
6.4 Shipping
Rick Owens provides shipping to all countries worldwide. Having worldwide shipping
allows all consumers to be able to purchase from Rick Owens. The shipping method
used is provided by DHL Express Go Green. The shipping partner takes methods to
provide a more eco-friendly shipping experience, this can appeal to consumers who
are sustainability conscious.
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Fig.24: Screenshot of Rick Owens Check Out
(Source: https://www.rickowens.eu/en/SG)
7. Extend
7.1Newsletter
Having an after-purchase experience for customers is crucial as it helps retain
customers and keeps them loyal, the newsletter is the only method of
communication to customers aside from their purchase experience. Rick Owens
newsletter allows them to relay new information like up and coming projects, new
arrivals, promotions and more.
7.2 Order Tracking
The ability for a customer to track their order builds trust between the customer
and Rick Owens as it shows transparency. This makes the customer more at ease
knowing what stage of shipping their order is in, this highlights Rick Owens
professionalism and therefore increases the likelihood of customers returning to
make future purchases.
Fig. -: Screenshot of Rick Owens Account, Orders
(Source: https://www.rickowens.eu/en/SG)
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7.3 Careers
Endorsers and customers of Rick Owens have the ability to contact their human
resources department to discover and enquire about possible job opportunities
In the company. This enables customers the opportunity to be a part of the Rick
Owens brand.
Fig.25 : Screenshot of Rick Owens Customer Service
(Source: https://www.rickowens.eu/en/SG)
7.4 Packaging
Rick Owens provides neat and minimalist packaging, this conveys to the customers
the neatness and professionalism of their products as they not only ensure the
quality of their products but also the quality of their packaging.
7.5 Customer Service
If customers have enquiries on their products, new arrivals, promotions etc. they
can easily call Rick Owens from the hotline displayed below on business days from
9.00AM to 6.00PM and if calling them is tedious or unavailable for the customer,
they can easily send an email to Rick Owens with the email address displayed below.
Fig.26: Screenshot of Rick Owens Customer Service
(Source: https://www.rickowens.eu/en/SG)
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8. Conclusion
8.1 Overall Experience and Effectiveness,
In summary, the online shipping experience with Rick Owens has been effective in
promoting the brand and a modern, alternative, iconoclastic luxury brand. The
brand approach to its online channels strengthens the relationship and
understanding between the brand and its consumers through interactions. Since
Rick Owens is a niche luxury brand, for many consumers the online experience is
the only available interaction with the brand that is available to them.
In the Pre-Purchase segment of the online experience, the brand uses many online
platforms such as social media to entice and interact with their consumers. The
brand understands that most of their consumers are able to interact with them
through social media, thus they entice customers. The online platforms reflect the
brand identity of Rick Owens as they present content in monochromatic back and
white, with alternative and iconoclastic imagery. To engage with consumers’
purchasing the brand uses its website that similarly to the social media platforms
uses a monochromatic colour palette, flashy imagery yet well organised and
modern layout to engage their audiences. Customers are able to identify the brand’s
identity through the impressions that the website and social media leaves.
In the Purchase segment of the online experience, the brand focuses on the online
shopping experience and the needs and wanted of the customers. The check out
experience is concise and intuitive, the experience is made easier for second time
purchasers as users are given the option to create an account that saves their
information. Multiple payment options are available, allowing every purchaser to
check out with their preferred payment method. Payment security and shipping
tracking gives consumers ease of mind.
Post-Purchasing features are connection centric. The newsletter provided by Rick
Owens keeps loyal consumers in the loop about the Brand’s happenings and
maintains communication between brand and consumers. The availability of
customer service connects consumers to the brand further.
8.2 Relation Between Product and Online Experience
Rick Owens product experience and online experience are greatly similar in the
sense of quality and craftsmanship, furthermore, the extra mile that the Rick Owens
website goes to highlight its sustainability practices when it comes to the products
connects the experiences.
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The perceived value of Rick Owens and its products are emotional and community
focused with both products and website expressing the brand’s identity and
personality to consumers. Products from collections follow themes and beliefs that
consumers can connect to emotionally. Rick Owens products are easily recognised
due to their unique design aesthetic, loyal consumers to the brand feel connected to
the beliefs of the brand and in turn with other owners of their products. The design
and attention to detail adds to the Brand’s perceived value. Consumers pay large
amounts for luxury items, Rick Owens makes these prices worth it by using high
quality materials that will stand the test of time.
Rick Owens is progressing into becoming a sustainable brand. The eco-friendly
fabrics used in particular design and the emphasis placed on these products in the
Rick Owens website increases the Brand’s perceived value. With more attention
coming to presenting global warming and earth-saving issues, people are placing
greater value in purchasing sustainable and eco-friendly products. By catering to the
demands of their customers, Rick Owens increases their perceived value as
consumers appreciate the efforts of being sustainable.
The matching aesthetics of Rick Owens products, website and social media adds to
the Brand’s perceived value. Much of Rick Owens loyal customers appreciate the
brand’s design sense and beliefs, by having consistent projection of these, the
brand’s identity grows even stronger. The consistency in design aesthetic appeals to
consumers who value the brand due to their unique design sense.
Overall, the importance of Rick Owens online channels cannot be overlooked due to
the lack of physical presence in many countries but the brand makes full use of their
online present with extreme effectiveness. The brand’s identity is presented to
consumers in every aspect of their online channel and is emphasised particularly in
their visuals and use of visual hierarchy. Thus, the overall brand experience is
similar to its product offerings. This allows for a well rounded shopping experience
that will connect consumers to the brand and be able to relate the experience to the
products, providing the expected customers perceived value.
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9. References
Li, R. (2019, November 18). Rick Owens: What to know about the designer &
brand - grailed. Grailed. Retrieved February 9, 2022, from
https://www.grailed.com/drycleanonly/master-class-rick-owens
Owens, R. (2022). Rick Owens. Retrieved February 12, 2022, from
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