Case study: How Maison Kitsuné leveraged e-commerce while ensuring a store-like customer experience.

Maison Kitsuné.

Founded in 2002 by Gildas Loaëc and Masaya Kuroki, the Franco-Japanese brand Maison Kitsuné offers a unique Art of Living through its music label (Kitsuné Musique), its ready-to-wear collections (Maison Kitsuné) and its cafes (Café Kitsuné). It is a whole environment that makes the brand, their concept shine and maintains a fanbase that continues to grow in France and abroad.

Context and challenges

With growing fame, Maison Kitsuné had to bet on e-commerce to satisfy its aficionados and extend its influence. With internet sales, a whole machine has been set in motion full of opportunities to conquer markets. But e-commerce also has its pitfalls that can hamper commercial and financial performance: a sometimes moribund conversion rate, cart abandonments, product returns that eat into the margin, a lower customer experience without support and advice unlike what can be found in a physical store...

Unlike fast fashion, the context and the premium segment of the brand is much more demanding and Maison Kitsuné attaches great importance to the quality of products, service and the Customer experience. The digital channel must offer a level of service close to in-store support. It is also unthinkable that a product of such a brand could not be perfect on delivery. Or worse, let the Customer experience the frustration of a long-awaited and expected product arriving in the wrong size ...

Frustrating, whether for the Maison Kitsuné family or for their Customers.

The solution : Fitle

By first starting out on its French oneline store, Maison Kitsuné chose Fitle size advice tool to boost its e-commerce performance and enrich the experience on their site.

After several months of collaboration, Maison Kitsuné and Fitle have observed an average conversion rate multiplied by 6 with Fitle, a lower cart abandonment rate and more than a third of the buyers of Maison Kitsuné who use Fitle's size recommendation tool.

Building on these successes, our partnership has extended to Maison Kitsuné USA and we plan to further deepen this relationship, both on the scope (Japan, China as Fitle is translated in several languages) and on the innovations implemented (cross selling feature with product suggestions according to morphological criteria).