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variations featuring exteriors, interiors, specific angles and a focus on special
features. Close-up shots are also now a given and a luxury website that is yet
to feature high-impact close shots has already been left behind.
Online interactivity influenced by movement may also be simulated
through enabling the back and forth movement of static images that have
been displayed in a manner that reflects harmony. For example the homepage
of Karl Lagerfeld's website (see Figure 4.10) shows a line-up of young mod-
els dressed in the brand's creations. Upon clicking on any of the models, she
advances towards the fore of the screen while the others retract. The general
impression is that the models are lined up and waiting to be summoned to
advance towards the website's visitor by a click of the mouse, but in real-
ity each of the models' images is actually an individual image that has been
embedded with the others on the page. This tactic enhances interactivity
and provides a viewing option that has an even higher impact level than the
standard slide-show view of products, which has become quite passé with
the advancement of interactive and digital tools.
Figure 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
The sense of touch may also be simulated online through other interactive
tools such as integrating the means of viewing catalogues or brochures by lit-
erally “flipping” them open with the click of the mouse, instead of the stand-
ard image view option. Accompanying this with a real “flip” sound has an
even higher impact. A few luxury brands have effectively integrated online
page flipping within their websites, notably the private jet company Ultimate
Jets. In fashion and accessories, both Coach and Jimmy Choo have featured
this tool in their catalogue browsing sections. Some others like Boucheron
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