Information Technology Reference
In-Depth Information
Functionality is also enabled by software and applications that power the
front office displays. In general, most websites are built in HTML formats
where files can be stored in PHP modes. These applications are supported
by most computers without additional software downloads but where a
website is powered by Flash or ActiveX, which most people may have to
download before accessing, then there could be the additional challenge
of a wider adoption of the web features. While maintaining an innovative
and avant-garde approach to the integration of advanced technological tools
to their website, luxury brands should also ensure an understanding of the
phase of technology adoptions by the target client.
Usability
features on a website arouse a desire to discover the brand
through an extended visit of the website. It is the general ease of use through
elements that facilitate an enjoyable experience. These elements include lan-
guage options, local content, screen modes such as full-screen, separate win-
dow pop-ups, print versions of images and text files, multiple product views,
client call-back option, instant text chat option, background color manipu-
lation, choice of background sound, image download option, video viewing
options, cookie options and so on. The list of features that could enable a
seamless online usability is endless but each element should be carefully
thought out before being adopted. Some of these elements have posed par-
ticular challenges for luxury brands to integrate online, particularly the issue
of language options and local content as well as the set-up of cookies.
As we all know, the luxury market is today more international than ever
and the Internet has largely contributed to the global visibility of luxury
brands. In line with this, it has become essential to provide website content
in multiple languages, particularly for brands that have a global presence and
those that aim to take advantage of the international traveling clientele. The
emergence of new markets like Russia, China, Brazil and the Gulf States
has further emphasized the need for multiple languages and local content on
luxury websites. Despite this, several luxury brands still have the classic trio
of English, French and Italian languages on their websites. This is often not
out of a recognition of an international clientele but mainly because most
of the brands are, well, French, Italian and either British or American, the
latter group being the worst offenders. It is quite appalling to find that such
international luxury hotel brands such as the Hyatt Hotels & Resorts and the
Hilton as well as luxury fashion and accessories brands like Donna Karan
and Dunhill are yet to realize that a single language on their websites is no
longer sufficient. Assuming that everyone who makes an online hotel reser-
vation or who desires to explore the world of an American or British luxury
brand ought to understand English would be living in an illusion. In addition
to language options, there is also the important issue of how the languages
should be accessed. Should this be according to the geographical region, for
example, based on the assumption that everyone in France would prefer to
view the website in the French language and everyone in Australia would
