Information Technology Reference
In-Depth Information
Figure 5.5
(Continued)
Then there is the format and content of the communication itself. Key
decisions to be made in this regard are linked to the type of communications
such as advertisements, exclusive events, private online shows, competitions
and raffles and so on. The common practice in online luxury communica-
tions has been to simply “copy” what competitors are doing and reproduce
the same format, changing only the logos and images. The Internet makes
this level of sameness and the lack of creativity and originality more visi-
ble. Copying the advertisement concepts of other brands discredits a luxury
brand, particularly online where transparency and openness rules and people
