Information Technology Reference
In-Depth Information
required to strive to find creative and complementary means of combating
online counterfeiting through educating the public on how to detect fake
products and the dangers of partaking in its trade.
Since the mid-nineties, when e-retail established itself as a permanent
channel of goods distribution and luxury retail joined the movement, the
way luxury is presented and sold online has undergone significant positive
changes. From the days of Boo.com, when the bubble came crashing, to the
days of Net-a-porter.com and eLuxury.com, when the rules were redefined;
to the arrival of Vuitton.com and Gucci.com who paved the way for other
brands; to the reverse modeling of Portero.com and Avelle.com; and finally to
the arrival of VentePrivée.com and Gilt.com, luxury e-retail has been through
several phases and will continue to evolve. The approach of luxury e-retail
has shifted from the direct control of the brands and retailers to that of shared
influence and access with independent parties and consumers themselves.
This calls for a new, flexible and outside-the-box rethinking of the online
distribution model as indicated in the illustrated models in Figures 6.14
and 6.15. It calls for including new features and opportunities that could
enhance a luxury brand's appeal to its audience while protecting the brand
image and enhancing the brand equity.
