Information Technology Reference
In-Depth Information
Case Analysis 5.1
Creating a new culture for online communications
through LuxuryCulture.com
In 2004, the landscape of luxury online communications was shoddy. Luxury
brands were presented in the virtual world in a manner that brought their sta-
tus as luxury into question. Brands' own websites generally followed two direc-
tions; either featuring a mix of excessive images presented in an over-zealous
manner and flash animations clamouring to out-do one another; or the websites
were presented in such a way that they could have passed for virtual exten-
sions of factory outlets where damaged or left-over merchandise was dumped
at the end of every season, with all manners of tricks to induce customers to
“buy now. This gloomy online landscape, which lacked the rich experience that
luxury brands work so hard to provide in the real world, ensured lacklustre rela-
tions between brands and clients online: until Yaffa Assouline decided to do
something about it by creating LuxuryCulture.com (Figure 5.4). Everyone told
her that it was impossible to reproduce the essence of luxury on the Internet
and that the nature of the Internet meant that luxury would have to bend its
rules in order to be online. Fortunately she didn't listen to them.
LuxuryCulture.com has opened a new chapter not only in the way luxury com-
municates online, but also in the way it presents itself in the virtual world. Yaffa
Assouline challenged herself by going against all the so-called website design
rules and in the process created a series of “firsts. LuxuryCulture.com was
the first website to uphold and express the true essence of luxury and remains
the only high-gloss luxury magazine online demonstrating true sophistication.
It is the first virtual platform to demonstrate a striking balance between design,
navigation, content and frequency. It is the first online magazine that promotes
the universe of luxury worldwide while educating new luxury clients in emerg-
ing markets and reinforcing the luxury philosophy in established markets. It is the
only destination that congregates both enthusiastic newcomers and connoisseurs
of luxury in a pleasant online universe. LuxuryCulture.com is the embodiment of
luxury in its true, pure and original form. Through its unique virtual atmosphere, it
entices the mind, it speaks to the emotions, it pleases the senses.
Through its simple and sleek design, clear navigation, rich content and a unique
atmosphere, the website brings news and views of the luxury lifestyle and
art de vivre to the world through uncovering the worlds of fashion, art, acces-
sories, architecture, design, concierge, hotels, spas, beauty, jewelry, time-
pieces, perfumery, private travel and every aspect of the beautiful life.
With over one million monthly visitors, over three million monthly page views and
global readers from over 141 countries ranging from high net-worth individuals,
international travelers, global citizens, city dwellers, country nomads, luxury pro-
fessionals, new luxury clients and luxury connoisseurs, LuxuryCulture.com has
become a reference for both individual and collective identities in the luxury world.
Presenting luxury as a culture and philosophy rather than as a product and
commodity, the website has built a strong brand image based on elegance and
refinement; an enriching and valuable content showing the luxury heritage with
products and services with a strong and clear identity.
As a luxury brand that was created to demonstrate the culture of luxury using
the virtual environment as its channel, LuxuryCulture.com today represents the
pursuit of perfection as a religion and sharing it as a mission.
It remains the leading reference for the way luxury should present itself online.
Luxury brands, take note.
