Luxury products. Boring experiences. Optimized for eCom - not for desire.
Luxury product by PRADA. Surprisingly boring experiences.
Luxury brands spend years perfecting materials, craftsmanship, and detail.
Then they showcase it all… in the most generic product pages imaginable.
We recently compared 20 luxury product pages. Different brands. Different categories. Same experience.
The problem isn’t the product
It’s the presentation.
Most product pages follow the exact same template:
White background.
Static images.
Bullet-point specs.
Minimal emotion.
There’s nothing luxury about the experience users get when visiting these pages.
Unless, of course, you’re a search engine 😉
Optimized for machines — not for desire
Yes, the pages are optimized for e-commerce and SEO.
They load fast. They rank. They convert on paper.
But they do very little to express:
Craftsmanship
Heritage
Personality
Obsession with detail
In other words: the things that actually define luxury.
What we found
Across 20 product pages, the structure was nearly identical.
Same layout. Same logic. Same limitations.
Amazing products.
Boring storytelling.
The opportunity is obvious:
Luxury brands don’t need better products. They need braver product experiences.
