Information Technology Reference
In-Depth Information
Figure 8.1
The arrival of mobile technology has led luxury brands to explore the
several options for being omnipresent in the lives and consciousness of clients.
The debate for the integration of mobile technology with luxury has been in two
distinct areas: mobile devices versus mobile applications. While brands like Chloé
and Chanel have opted for content-based applications, others like Boucheron
and Prada have taken the route of mobile devices. Both strategies are aimed at
attracting the client to the brand, although the latter is more exposed to the risk
of the disposable nature of mobile phones as a result of technology and style
evolution
