Esprit expands new digital platform from UK to Europe

By

Sandra Halliday

Published
Mar 10, 2020

Struggling fashion firm Esprit is rolling out its revamped e-commerce platform to Europe "to create a more inspiring way to connect with customers,” it said this week.

The new platform was launched in the UK in January and Austria will follow in the spring or early Summer, Germany this summer, and the remaining countries it sells to in the course of next year.

The project is happening in partnership with Salesforce, and Esprit is investing a hefty €40 million in the upgrade with an enhanced customer experience being at the core of its digital strategy. 

“Part of our digital strategy is to build a site that continues to grow and delight our customers with our brand stories, and great product expression. The cooperation with Salesforce fits perfectly into this approach,” said Leif Erichson, Chief Digital & Operations Officer at the fashion firm.

The company is using artificial intelligence technology and will deliver “more individualised communication to customers, such as style suggestions and the possibility to filter functionalities like sustainable materials, style and fit”.

Boosting e-tail is key to the company that has been struggling for quite a few years now. In its latest half-year, the firm that is based near Düsseldorf but heavily focused on Asia, said its sales fell by 11.8% to HK$5.76 billion (€679.5 million).

Net losses remained high at HK$331 million (€38.7 million), but were much lower than the HK$1.773 billion (€207 million) of the previous half-year.