Information Technology Reference
In-Depth Information
5. Create a powerful visual and sensory impact through the website concept.
Luxury is all about the pleasurable and if your website doesn't lead to
a pleasurable experience for the senses, then what is the point of calling
your brand a luxury brand, at least online?
6. Understand that you may draw benchmarks for website concepts from out-
side the luxury industry. As I mentioned in the Introduction, luxury online
is still in its infancy and has not come of age, therefore expecting to have a
reference in every aspect of e-business in the luxury sector is unrealistic.
7. Understand that the website design concept needs to be regularly updated,
particularly with the advancement of digital technology. Although luxury
brands are expected to be timeless and coherent in brand and product pres-
entation, this golden rule should be represented in the online brand pres-
entation and not in applied technology and design concepts. For example,
a classic luxury brand like Chanel doesn't need to retain the same home
page for six years in a bid to maintain its classic brand attribute, does it?
Figure 4.18
LuxuryCulture demonstrates that online superiority may be
achieved through simplicity and sleekness
Competence
The competence of a website is generally linked to its usability, which is
powered by the navigation and the functionality of all the elements of the
website. The website usability can be likened to the map of a city, intended
to guide visitors. A good map always leads to the right destination but the
best maps are those that ensure that the reader discovers the essence and
soul of the city during their journey to the final destination. Having said that,
a luxury website's competence lies in how user-friendly its navigation is,
