Information Technology Reference
In-Depth Information
Figure 5.5
Luxury online communication is required to be original, unique and
coherent in style, content and message with offline message communications.
Coherence, however, doesn't mean repetition but respecting the brand's
heritage, identity and core DNA. Louis Vuitton, which has applied a 'shock
therapy' approach to brand communications by alternating between visually
stimulating seasonal adverts with models and celebrities and intellectually
stimulating institutional adverts with international personalities, has maintained a
level of coherence and has created a certain expectation and anticipation around
the brand. The approaches to the execution of online communications campaigns
are, however, significantly different from those of offline media campaigns and
require a strategic online communications plan
