Information Technology Reference
In-Depth Information
bag designer know about technology? He is the one who knows and he counts
and this is where his power comes from. If he didn't know what he knew, he's
pretty sure that those desperate-looking people (at least when they come to
his office) would never have spoken to him in a hundred years.
What Tony the almighty webmaster doesn't show, however, is that he doesn't
have all the answers for a luxury website. He could have had the answers if he
was working at Microsoft or Apple and he would have a ball as well, but in this
world of luxury, he is sometimes lost in the flurry of the needs of the brand, the
clients, the products, the design, the retail, the merchandizing and the absolute
universe of the brand and its special DNA. But he is the boss right? So he can-
not show his fear. And therefore he must focus all his energy on the latest tech-
nology, which is the source of his power. And there goes your luxury website.
Now to the main issue: creating the luxury website
Assuming that a luxury brand has successfully mastered what the seven-step
journey requires and understands the intricacies of launching a website crea-
tion project, then the brand would be ready for the actual website creation.
Again, in order to make this process clear and easy to remember, I have once
more called on the “number seven”, this time not to provide a guide in the form
of a journey but to act as the basis for an outline and structure for retention.
This is not a hatch-plan and the fact that the framework arrived at number seven
after careful analysis was quite a surprise (by now, you should be nodding and
saying, “yeah whatever” so I'm not going to try to convince you further).
So let's get down to the business of the
Seven Cs of Luxury Website
Creation
and if you have a problem with the number seven, you can make
yours the Eight Cs and include “Creation” as your additional C, and I could
give you a page in the next edition of this topic for more elaborations.
The 7-Cs of luxury website creation
Earlier in this chapter, I devoted a sizable amount of space to the e-experience
as an imperative aspect of a luxury brand's website. The same attention was
also given to our newly coined concept of luxemosphere and its key role in
enhancing the sensory appreciation of luxury products and services online.
These two elements have been taken apart from the 7-Cs because they are
the core aspects of luxury website creation that may not be compromised
under any circumstances. Their place should be permanent, period.
The 7-Cs however may be altered as luxury brands could either adopt all
of the Cs or apply them in phases according to the company's objectives and
resources. For example, not every luxury brand may be ready to establish
an e-boutique during the website launch and therefore in this case the 'C
for Commerce' may not immediately apply. The same goes for the 'C for
Customization' which requires the development of specific applications and
