Information Technology Reference
In-Depth Information
Figure 6.5
Matches.com, Brownsfashion.com and Vivre.com have all
approached product classification in creative ways that go beyond the standard
categories of type, season and gender. Matches employs an editorial format
through themes and trends; Browns adds a new dimension through an online
Style Advisor, Insider Favorites among others; Vivre uses style notes and press
features; while Coach uses a clipboard of pre-selected products as its homepage
screen. The more options shoppers have for product viewing and interactivity, the
higher their purchase probability. Directly-owned luxury e-boutiques as well as
luxury hotels & resorts could borrow a leaf of creativity from these pacesetters
shopper will be likely to spend on the website and the higher the chance that
a sale will be made. Luxury shopping doesn't necessarily have to be a matter
of “1-click to purchase”. After all, selling luxury is about selling a dream,
which is a journey of discovery, and not about selling DVDs or topics.
The front office also features e-merchandizing elements, in other words, the
manner of display of the products and the ways that the client may view them.
