Information Technology Reference
In-Depth Information
is most effective, every luxury brand will need constantly to inform and form
its internal orientation towards the realities of new technologies to ensure the
smooth operations of its e-business arm.
Step three: developing a solid e-business plan
Before delving into this important area, I'd like to get the definition of
e-business right. e-Business is not e-commerce; neither is it e-retail, for which
it is often mistaken. Rather, it comprises the multi-faceted and integrated
aspects of conducting any kind of activity online and through digital media
including e-communications, e-marketing, e-branding, e-consumer analysis,
e-commerce, e-communities as well as e-CRM, e-merchandizing, e-logistics,
e-customization, the social media and so on.
In order to develop a solid e-business plan and model, it is imperative to
ensure that every aspect of e-business is covered. Key issues include creat-
ing a firm e-communications approach; developing a marketing program
that features product selection, display and management; understanding how
the brand may be positioned on its website and in the entire cyberspace; re-
creating the universe of the brand at every online touch-point; influencing the
representation of the brand on the social web including blogs, vlogs, social
networks, discussion forums, messaging platforms and other user-to-user
communities; monitoring the evolution of luxury clients online in terms of
behavior, attitudes and interests; developing selling strategies on the brand's
website and on third-party websites, and managing the ensuing logistics and
operations; strengthening relations with clients online and tailoring products
and services according to individual preferences; and so much more. As you
can see, e-business planning is quite extensive.
Step four: re-assessing the brand identity
Every individual who works with a luxury brand has a thorough under-
standing of what the brand represents in terms of identity, heritage, signa-
ture, codes and, in short, the entire universe and DNA. This is the first and
foremost aspect that is made clear to all current and potential employees.
Normally, a luxury brand doesn't need to conduct a separate exercise to edu-
cate the Internet team on the attributes of the brand but, in several cases, the
Internet team will need to deal with “external people” like web agencies and
digital media and communications companies and, in this case, the brand
identity will need to be re-assessed (not changed, please). Assessing the
brand identity means examining the core elements of the brand, which give
it its life and promise to clients. This includes the dimensions of the brand's
roots such as its name, symbol, logo, colors, language, history, heritage,
manners; the brand identity dimensions including the personality traits and the
image projection codes; the brand's positioning in its consumers' minds and in
