I'm about to work on a project for an high end fashion brand. We have to build the website to present the collections and ideally the eCommerce to sell them.

I've been looking to a lot of fashion designer and brands websites and noticed that they all have the same style of eCommerce that to me look very "cheap" if you are a luxury brand.

Let me explain better.

Some doesn't have an online shop - celine.com - therow.com - but many others have it - acnestudios.com - stellamccartney.com -

To me those who doesn't have it gives much more the impression to look at something luxury, something special. On the others looks like I'm buying from Wallmart. They all look the same, and not only in the buying experience flow, that yes, it actually works.

This brand with who I'm working already have an online store that will sell clothes for them (they have the online exclusive), so I was thinking to propose something different for their website shopping experience, something "tailored".

So I was thinking, why I should buy from the brand website rather than an online reseller? What makes special to buy from them directly? It's not only matter of UI and UX, it's something deeper, behind.

It's like: buying in a small boutique VS buying at Walmart

Do you know any brand or website that have some "special" online shop or something that goes out from the common mass eCommerce solution?

If you have any ideas about, please share, I'd love to discuss to see how I can create a "tailored shopping experience"