More Than Just A Brand: Brunello Cucinelli

Brunello Cucinelli is more than just simply a fashion brand, unlike their competitors, and their website beautifully reflects that. When users initially type in “Brunello Cucinelli,” they are brought first to a page consisting of various pop ups reflecting the ethical positioning of the brand, instead of being brought directly to the online store. Users can find links on this first page that include, “My Life,” “The Family,” “Beauty,” “Our Idea of Humanistic Capitalism and Human Sustainability,” and “Thoughts on the Contemporary World,” among others. These all project a unique intention aside from simply selling a product, immediately differentiating Brunello Cucinelli.

In comparison to the website of one of Brunello Cucinelli’s competitors, Prada, when users search “Prada,” the first page that pops up features the Fall and Winter fashion lines with the links to shop the product. Prada’s focus is on the product itself and their intention is to immediately guide their consumer to shop. They don’t make readily available any information about the brand itself aside from their fashion lines. If users want to find more information about the ethical positioning or sustainability components of Prada, they must scroll all the way to the bottom of the main page and click on a hidden sub link titled “Sustainability.”

Contrastingly, when consumers of Brunello Cucinelli want to shop online, they must locate and click the sub link titled “Boutique” in order to be directed to the online store. Once there, consumers can see Brunello Cucinelli’s Fall Collections and shop all of the various lines. At this point, the online shopping experience for Brunello Cucinelli’s consumer is very similar to that of Prada’s due to the fact that both web pages feature all of the product with the ability to purchase online.

One noticeable difference, however, between Brunello Cucinelli’s online store and Prada’s online store, is that Brunello Cucinelli additionally offers a personalized shopping experience. One of the first available links on Brunello Cucinelli’s online store page says, “Book an appointment at one of our Boutiques,” enabling users to find a Brunello Cucinelli boutique in a location near them and receive a uniquely tailored in-person shopping experience. Additionally, there are several links at the top of their online store that provide ways to get in contact with an associate; for example, they provide a link to email them, send a WhatsApp message, or call a customer service agent. As a brand, Brunello Cucinelli seems to care more about the customer experience and the company’s worldly impact instead of simply focusing on monetary profit for personal gain.