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Figure 6.3 Successful e-retail modeling follows addressing key issues linked
to website access, product selection, price display, purchase methods and
shopping enablement. Louis Vuitton, which has a wide selection of its product
range available for e-retail, has opted to display the prices of its haute joaillerie
range without enabling the e-retail of this product category due to the high
price point, which exceeds €25,000. Boucheron, on the other hand, displays and
retails its entire range online including pieces that cost above €25,000; while
Chaumet, which doesn't have an e-store, has refrained from both e-retail and
price display. Gucci, on the other hand, whose jewelry range is retailed at a
slightly lower price-point than the other brands, enables the e-shopping of this
category and other product ranges. e-Retail models ought to reflect a luxury
brand's online positioning as well as integrate the online channel with the
offline retail
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