Luxury online: styles, systems, strategies
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke [u.a.]
Palgrave Macmillan
2010
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index Includes bibliographical references and index |
| Beschreibung: | XXIV, 360 S. Ill., graph. Darst. 24 cm |
| ISBN: | 9780230555365 0230555365 |
Internformat
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| 100 | 1 | |a Okonkwo, Uche |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Luxury online |b styles, systems, strategies |c Uché Okonkwo |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Basingstoke [u.a.] |b Palgrave Macmillan |c 2010 | |
| 300 | |a XXIV, 360 S. |b Ill., graph. Darst. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Luxury goods industry | |
| 650 | 4 | |a Luxuries / Marketing | |
| 650 | 4 | |a Electronic commerce | |
| 650 | 4 | |a Electronic commerce | |
| 650 | 4 | |a Luxuries |x Marketing | |
| 650 | 4 | |a Luxury goods industry | |
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Datensatz im Suchindex
| _version_ | 1804141148526084096 |
|---|---|
| adam_text | Titel: Luxury online
Autor: Okonkwo, Uche
Jahr: 2010
VII
Contents
List of Tables and Figures ix
List of Case Analyses xvii
Foreword xviii
Acknowledgments xx
Author s Note xxiii
Introduction: Moving beyond slow motion 1
Part One: Getting It!
1 Is luxury (still) afraid of the Internet? 11
2 Connected luxury 26
3 Web 2.0, the social web (or whatever you prefer to call it)
is real! 41
Features and functions of the social web 50
The upside of the social web 55
The dark side of the social web 58
Blogging your life away 61
The blogosphere 71
What should luxury brands be doing about blogs? 79
A look at how blogs will evolve 84
The online world of social networks 86
What should luxury brands be doing about social networks? 96
e-communities 102
Virtual immersive worlds 104
Beyond the social web: what will happen after the frenzy? 107
PartTwo: Doing It!
4 The e-experience: creating more than a luxury website 111
It s not just about having a website 111
Living the luxury e-experience 115
Moving beyond the webmosphere to the luxemosphere 119
Designing the winning luxury website 146
Now to the main issue: creating the luxury website 155
The 7-Cs of luxury website creation 155
5 Let s talk: communicating the luxury message online 182
Giving way to the new communications style 187
viii
CO H? The magazine madness 192
c Strategies and approaches for online communications 198
0 4? Communicating through the luxury brand s own website 202
c o Communicating through online media websites 206
o The social web communications dilemma 208
Doing it well and avoiding the don ts 213
6 The art of selling the dream online 215
The 360° e-retail experience 219
Crafting the integrated e-retail strategy 223
Creating the luxury e-boutique 231
The front office 232
The back office 243
The discount dilemma 248
The sample sale syndrome 251
The temporary ownership movement 255
Sellers and counterfeiters 257
7 e-people are real people 262
A look at the current luxury client 263
Cracking today s luxury client 268
The international luxury client 269
Rewarding the online luxury client 271
From e-people to what people? 273
8 Beyond the Internet: mobile technology and innovation
for luxury 278
The mobile luxury debate 280
Technology and innovation for luxury 291
Creating products through body scanning 292
Extending the product through innovation 295
Re-defining product functionality through materials 298
Store merchandizing through innovation and interactive
screening 300
9 A look at the best and worst practices of luxury online 307
The Watch Avenue challenges the virtual location notion 308
Luxury Culture paves the way for the online luxury
experience 313
Viktor Rolf changes the look of luxury online 318
Learning from the worst practices 323
Epilog: Q A with Uche 325
Bibliography 331
Glossary of luxury online terms 337
Index 353
List of tables and
figures
Tables
3.1 A snapshot of the global blogosphere 72
4.1 The luxemosphere dimensions and relationship to
the human senses 145
Figures
1.1 Club e-Luxe, the executive club for e-business professionals
created by Luxe Corp 7
1.1 Luxury brands like Remy Martin and Christian Dior have an
unwavering dedication to perfection that sometimes defies
logic, which has led to a precise business approach that is
incompatible with the characteristics of the Internet 15
1.2 Louis Vuitton s launch of the Soundwalk, the first luxury digital
product, has heralded a new dawn in innovative approaches of
luxury in the digital media context 17
1.3 The Ritz-Carlton s Internet-based short movie series shot at
its different hotels around the world, has enhanced the online
brand image and customer experience through interactivity
and an invitation into the brand s universe 17
1.4 ASmallWorld.com, Brownsfashion.com and CafeMode.com
all represent an integration of a 360° communications
approach with luxury clients through a combination of
advertisements, editorials and user exchanges 22
2.1 Previously a luxury client would have been content to visit
only Fendi.com for information on the Baguette handbag.
Today, she is likely to skip the website and instead search for
information related to the brand from independent websites
like the blog PurseBlog.com, bag renting companies like
SacDeLuxe.com and bidding websites like Portero.com 28
2.2 Websites like RoseBeauty.com.cn, the online
beauty community based on enabling people to exchange
independent opinions while educating clients on the
brand s offerings, is a successful initiative by Lancome for
the Chinese market 32
2.3 The web evolutionary phases and its relationship to the
progression of luxury online indicate that luxury brands
have been evolving online at a pace that is slower than
luxury clients and the connecting lines of the two groups
are yet to meet in the twenty years of the existence of
the World Wide Web 40
3.1 The world s affluent are active users of social networks
such as A Small World, where they seek opinions,
connections, information and exchanges with like-minded
people. Their exchanges include luxury-related topics 47
3.2 Blogs such as Mrs O, which is dedicated to following the
fashion style of America s First Lady Michelle Obama
including the luxury brands that she endorses by donning
their products, have a powerful influence on both luxury
clients and the public 63
3.3 Blogs, plogs, mlogs and vlogs like Luxist and Deezer
have established themselves as online destinations
for those seeking to interact, converse and connect
with people sharing passions linked to the world of
luxury 65
3.4 Product-themed blogs such as Purse Blog and Shoewawa,
which congregate enthusiasts of luxury bags and designer
shoes, represent the online destinations of luxury clients
seeking to stay informed 66
3.5 Blogs that are dedicated to luxury services and lifestyle
including hotels, restaurants and destinations like Travel
Horizons contribute to shaping the public s perceptions
of luxury experiences around the world 68
3.6 Several luxury-themed blogs such as Interactive Luxury
and Luxury News focus on management issues in the
luxury business rather than products and services 69
3.7 The top languages of blogs 72
3.8 A snapshot of the blogosphere s nodes, indicating the
density and interconnectivity of blogs in cyberspace 73
3.9 The phenomenon of blogging is such that blogs like
GreekTragedy have broken the boundaries of sharing
personal and intimate information with the world. Also
blogs like DrVino and Susie Bubble show that both expert
and non-expert bloggers exert phenomenal influence on
the public s opinions, perceptions and beliefs 76
3.10 Bloggers and bloggees may be found among the
wealthy segment of the online luxury population 78
3.11 Louis Vuitton, one of the luxury brands that continuously
seeks interaction with bloggers, invited six renowned
bloggers to Hong Kong in June 2008 to test its
SoundWalk digital product 84
3.12 Qzone and Facebook, two of the online social networks
that are at the forefront of attracting the highest number
of members 88
3.13 The exclusive online social network A Small World not
only provides one of the Internet s highest concentrations
of the world s wealthy, but also enables the multitude
of luxury brand enthusiasts in the community to have
brand-themed dialogues such as the one shown 93
3.14 The scope of social networks continues to evolve
from simply gathering people together towards enabling
them to create and fulfill a purpose 94
3.15 Luxury brands have approached social networks in
different ways 101
3.16 Online luxury business magazine Luxe-Mag.Com uses
its integrated discussion platform to highlight relevant
issues affecting the luxury sector 103
4.1 The Ritz Hotel Paris is often described as the epitome
of luxury that has the ability to subdue anyone 113
4.2 The visual impact of the accuracy, movement and
precision of Rolex s real-time Oyster Perpetual watch
shown on its homepage contributes to a positive online
experience through arousing the curiosity to discover
the brand s universe online 119
4.3 Van Cleef Arpels and Boucheron, two high-jewelry
brands with extensive website content, have approached
the luxemosphere differently on their websites 122
4.4 Swiss luxury jewelry brand Adler is one of the few brands
that have effectively incorporated the visual elements that
support both the requirements of the luxemosphere and
functionality on its welcome page 127
4.5 Cartier has demonstrated vision in creating high
impact home pages in the recent past 128
4.6 Sonodea, one of the few companies that provide
customized sound for luxury brands, specializes in
interpreting brand codes and subsequently curating and
compiling sounds to match the brand s unique DNA 132
4.7 Hotel Le Bristol, one of Paris s Palace hotels, is one of the
few luxury hotel brands that have a specially composed
soundtrack that incarnates the spirit of their brand 134
4.8 French cosmetics brand La Maison Calavas uses
close-shot images to reproduce the sense of touch on
its website and compensate for the lack of online
human presence 139
4.9 Swedish mass fashion brand H M has a lesson or two
to teach luxury cosmetics and skincare brands in
incorporating close-shot video demos of product
application and care as a means of reproducing the sense
of touch online 139
4.10 Karl Lagerfeld uses embedded static images to generate
the feeling of movement and enhance interactivity
through a viewing option that is different from the
standard slide-shows and the current widely-used
horizontal navigation 141
4.11 American fashion accessories brand Coach was one of
the first brands to feature an avatar on its website as a
tool for product merchandizing 142
4.12 My Virtual Model, an e-merchandizing application that
allows online shoppers to create a personal avatar with
their exact human proportions, has been integrated into
several websites, including H M 143
4.13 French brand Fauchon uses visual and taste stimulus
through images and e-merchandizing approaches on its
website s pages 144
4.14 The luxemosphere Internet strategy model 146
4.15 Louis Vuitton, which has frequently updated home pages,
uses subtlety to communicate its homage collection with
collaborator Stephen Sprouse and a re-directed website
to emphasize its relationship with the artist and the
art world 151
4.16 The Watch Avenue has for the first time introduced a
prestigious location concept to the virtual world and
brought a complete 3-D experience complemented by
human presence to the online shopping experience 158
4.17 Viktor Rolf pioneers the use of bold virtual
immersive 3-D website creation concepts in the
luxury industry 159
4.18 LuxuryCulture demonstrates that online superiority may
be achieved through simplicity and sleekness 161
4.19 Louis Vuitton and Cartier approach language and location
choices through different strategic tactics 166
4.20 Louis Vuitton enhances a rich experience by re-directing
visitors to its Cultural Centre website on which the brand s
art initiatives are highlighted 172
XIII
3
cu
4.21 Browns, Matches and Net-A-Porter are three independent
e-retailers of luxury products that are shaping the way
luxury is sold online 173 .E?
4.22 Louis Vuitton allows online shoppers to personalize
some products through an online service while Maison
Calavas invites the online shopper to create their own
make-up kits by selecting pre-existing color palettes 177
4.23 Apple has created a thriving online community, through
the cult following of its brand 179
5.1 The first continuously published American newspaper,
The Boston News-Letter, which first appeared in print in
1704, was introduced to address the need to provide
information and news in a quick and efficient manner 183
5.2 The mode of communications and relations between
luxury brands and clients has been radically changed with
the arrival of the Internet 188
5.3 Independent online luxury magazines like
LuxuryCulture.com, LuxuryBriefing.net and lconicChic.com
are setting the precedence in luxury online communications
through features and tools that attract and engage readers
focused on real and valuable content 195
5.4 Before LuxuryCulture.com came along in 2004, online
luxury communications were drab, uninteresting and
presented in a bland manner 198
5.5 Luxury online communication is required to be original,
unique and coherent in style, content and message with
offline message communications 200
5.6 Online communications through a luxury brand s website
require creative and cross-marketing measures that
feature a high element of interactivity and participation 205
5.7 The online media world currently features websites that
are applying multi-media elements in an integrated form
and subsequently blurring the lines that separate
mainstream media websites, pure-play e-zines and social
media websites 209
5.8 The current online communications model requires
luxury brands to reach the client through several channels
and intermediaries 211
5.9 The online social media present an opportunity for
brands like Louis Vuitton and Ermenegildo Zegna, which
are active in environmental causes, sustainable practices
and the fight against counterfeiting, to communicate
their initiatives while educating the public and enhancing
social consciousness on these issues 212
6.1 Cartier is one of the few luxury brands that has clearly
distinguished the web experience of its Love
Collection website from that of the numerous
websites 220
6.2 MyWardrobe.com is one of the independent luxury
e-retailers that have understood that luxury clients
have evolved from one-dimensional to wanting a
more complete e-shopping experience 222
6.3 Successful e-retail modeling follows addressing key
issues linked to website access, product selection,
price display, purchase methods and shopping
enablement 230
6.4 Luxury websites and e-stores have a tendency to
sameness in concept and appearance 234
6.5 Matches.com, Brownsfashion.com andVivre.com have
all approached product classification in creative ways
that go beyond the standard categories of type, season
and gender 235
6.6 The majority of existing e-stores has incorporated
interactive features like zoom and alternative view
options for product visualization 236
6.7 Online shoppers are no longer wowed by basic features
like zoom, flash or 3-D product views. Their expectations
for interactive online shopping include the enablement of
personal virtual models to enhance product visualization
against a realistic human form; as well as interactive kits
for product testing and trials 239
6.8 Web-enabled customization and personalization of luxury
products, services and web experiences rank high among
the expectations of clients from e-boutiques 240
6.9 The structure of luxury retail has changed with the arrival
of the Internet 247
6.10 Price discounting may not always be avoidable for luxury
brands and e-retailers but when it is done online it should
be approached in an intelligent and tactical way to avoid
damaging the brand s appeal 250
6.11 Several independent discount websites that resell luxury
products have emerged sinceVentePrivee.com introduced
this concept in 2001 254
6.12 Rental websites like Sacdeluxe.com and MilaandEddie.com
have opened a new chapter in the way luxury products
are accessed from the Internet by creating full-service
rental businesses that allow clients to borrow luxury
products from handbags to jewelry, watches, sunglasses
and accessories 256
6.13 Portero.com, which introduced the concept of reselling
authentic used luxury products online through
auction-bidding, has brought about an additional arm to
the availability of luxury goods through the Internet 258
6.14 Access to luxury products online was previously through
three principal sources; the luxury brand s own website;
the luxury e-retailer s website; the counterfeiter s website 259
6.15 The complex structure of the current luxury e-retail
structure 260
71 The global increase of high net-worth individuals has led to
the rise of a segment of luxury clients with international
profiles who shop in luxury boutiques around the world 271
8.1 The arrival of mobile technology has led luxury brands to
explore the several possibilities for being omnipresent in
the lives and consciousness of clients 283
8.2 Technology that enables customization of products for
made-to-measure sizing such as the body-scanning
method invented by Bodymetrics, as well as those that
support style selection such as the Personal Avatar
introduced by My Virtual Model, have brought an evolution
in made-to-measure luxury product creation en-masse 294
8.3 The introduction of the first luxury digital product, the
Louis Vuitton Soundwalk, as well as the development of
the VivienneTam-HP ultra-portable laptop clutch, are
likely to herald a new era in the range of luxury products
and services 297
8.4 Apparel companies like AK Apparel which has invented
fabric technology for a wide range of materials through
technology based on layering fabrics with shells and bases
that perform different functions 300
8.5 The interior of the futuristic Giorgio Armani store on
New York s Fifth Avenue, which was created to feature the
best in contemporary design and architecture, marks a
departure from the consistency that has represented the
luxury retail landscape in the last decade 301
9.1 The Watch Avenue (thewatchavenue.com) 308
9.2 The Watch Avenue: concept 310
9.3 The Watch Avenue: design and aesthetics 311
9.4 The Watch Avenue: atmosphere 311
9.5 The Watch Avenue: usability 312
9.6 The Watch Avenue: content 313
9.7 Luxury Culture (luxuryculture.com) 313
9.8 Luxury Culture: concept 315
9.9 Luxury Culture: design and aesthetics 315
9.10 Luxury Culture: atmosphere 316
XVI
£ 9.11 Luxury Culture: usability 317
-3 9.12 Luxury Culture: content 317
.5 9.13 Viktor Rolf (viktorandrolf.com) 319
9.14 Viktor Rolf: concept 320
c 9.15 Viktor Rolf: design and aesthetics 320
^ 9.16 Viktor Rolf: atmosphere 321
a 9.17 Viktor Rolf: usability 322
-£ 9.18 Viktor Rolf: content 322
CD
+-
o
?i?
XVII
List of Case Analyses
3.1 Bringing the wine experience to the world, Dr Vino style 78
3.2 Qzone s way of changing the rules of social networking 91
3.3 It s A Small World for the wealthy online 95
4.1 Sounding off the mind to breasts, hair and love 134
4.2 Innovation highlight - the virtual science of scent 136
4.3 Web team analysis -Tony, the almighty webmaster 154
4.4 Website competence analysis - anyone for cookies? 169
5.1 Creating a new culture for online communications through
LuxuryCulture.com 197
5.2 Using the online runway as a communications tool 205
6.1 Changing the rules of online shopping with
My Virtual Model? 242
6.2 The La Redoute horror story and its lesson for luxury
e-retail 244
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| id | DE-604.BV036087516 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:11:16Z |
| institution | BVB |
| isbn | 9780230555365 0230555365 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-018978190 |
| oclc_num | 180470284 |
| open_access_boolean | |
| owner | DE-12 DE-92 DE-188 DE-1049 DE-473 DE-BY-UBG DE-M347 |
| owner_facet | DE-12 DE-92 DE-188 DE-1049 DE-473 DE-BY-UBG DE-M347 |
| physical | XXIV, 360 S. Ill., graph. Darst. 24 cm |
| publishDate | 2010 |
| publishDateSearch | 2010 |
| publishDateSort | 2010 |
| publisher | Palgrave Macmillan |
| record_format | marc |
| spelling | Okonkwo, Uche Verfasser aut Luxury online styles, systems, strategies Uché Okonkwo 1. publ. Basingstoke [u.a.] Palgrave Macmillan 2010 XXIV, 360 S. Ill., graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes index Includes bibliographical references and index Luxury goods industry Luxuries / Marketing Electronic commerce Luxuries Marketing Electronic Commerce (DE-588)4592128-3 gnd rswk-swf Luxusgut (DE-588)4192138-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Luxusgüterindustrie (DE-588)7674042-0 gnd rswk-swf Luxusgut (DE-588)4192138-0 s Online-Marketing (DE-588)7706419-7 s DE-188 Marketing (DE-588)4037589-4 s Electronic Commerce (DE-588)4592128-3 s Luxusgüterindustrie (DE-588)7674042-0 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018978190&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Okonkwo, Uche Luxury online styles, systems, strategies Luxury goods industry Luxuries / Marketing Electronic commerce Luxuries Marketing Electronic Commerce (DE-588)4592128-3 gnd Luxusgut (DE-588)4192138-0 gnd Marketing (DE-588)4037589-4 gnd Online-Marketing (DE-588)7706419-7 gnd Luxusgüterindustrie (DE-588)7674042-0 gnd |
| subject_GND | (DE-588)4592128-3 (DE-588)4192138-0 (DE-588)4037589-4 (DE-588)7706419-7 (DE-588)7674042-0 |
| title | Luxury online styles, systems, strategies |
| title_auth | Luxury online styles, systems, strategies |
| title_exact_search | Luxury online styles, systems, strategies |
| title_full | Luxury online styles, systems, strategies Uché Okonkwo |
| title_fullStr | Luxury online styles, systems, strategies Uché Okonkwo |
| title_full_unstemmed | Luxury online styles, systems, strategies Uché Okonkwo |
| title_short | Luxury online |
| title_sort | luxury online styles systems strategies |
| title_sub | styles, systems, strategies |
| topic | Luxury goods industry Luxuries / Marketing Electronic commerce Luxuries Marketing Electronic Commerce (DE-588)4592128-3 gnd Luxusgut (DE-588)4192138-0 gnd Marketing (DE-588)4037589-4 gnd Online-Marketing (DE-588)7706419-7 gnd Luxusgüterindustrie (DE-588)7674042-0 gnd |
| topic_facet | Luxury goods industry Luxuries / Marketing Electronic commerce Luxuries Marketing Electronic Commerce Luxusgut Marketing Online-Marketing Luxusgüterindustrie |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018978190&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT okonkwouche luxuryonlinestylessystemsstrategies |