Information Technology Reference
In-Depth Information
many web agencies and which particular ones developed it because all of
their “styles” are on the website! The explanation is not that web agencies
are dumb (most of those that work with luxury brands are actually extremely
smart, skilled and competent in web design), but developing a luxury web-
site requires a deep understanding of multi-faceted elements and not only
web applications. This includes grasping the dynamics of the world of lux-
ury; having a strong aesthetic appreciation; understanding the brand's DNA;
the corporate goals; the online clients; the offline audience; the competitors;
the Internet environment; and the brand's core e-business strategy, including
online communications, e-retail and e-CRM and, of course, all the back-office
applications, systems and tools. All of these make luxury online multi-dimen-
sional and the task of creating a luxury brand's website one that requires first
to be addressed on a strategic level. This may not necessarily be the interest
or competence area of a web agency that just wants to develop websites. In
the case where the luxury brand doesn't have an e-business strategy (and this
is common), the web agency receives more responsibilities than they may be
able to deliver. And the result? Websites that resemble one another because
they all feature the same advanced technological applications (think flash and
3-D). These websites although closely resembling one another have nothing
to do with each other's brand identity, core essence and DNA but everything
to do with the style of the web agency that developed it.
Finally, for the luxury brands that understand the importance of having an
enhanced online presence beginning with a high-impact website as a part of
an integrated e-business strategy, the issue becomes a corporate challenge.
And like most challenges, there is a solution as long as the focus remains
on developing and implementing an integrated e-business strategy, which of
course includes website design.
As already mentioned in the introduction of this topic, e-business strategy
is not only about e-retail or e-commerce, but also involves an integration of
multiple “e” elements including the e-experience, e-branding, e-communica-
tions, e-consumer analysis, e-commerce, e-CRM, e-logistics, e-merchandizing,
e-marketing, e-customization, website design and the all too important social
media. All of these ensure that a luxury brand is on the right track towards con-
cretely adopting the Internet and all the opportunities that it has to offer. The
success of an e-business strategy is, however, reflected through the experience
that each visitor “lives” during their stay on the website. This is what defines
their perceptions and impressions of the brand during and after the visit and
will ultimately influence their expectations at every touch-point with the brand.
Living the luxury e-experience
Imagine that a wealthy Arab princess called Laila is planning a shopping
trip to Europe, with possible stops in Paris, Milan and London to purchase
