Information Technology Reference
In-Depth Information
up-to-date information that will enable its readers to be in the know regarding
luxury irrespective of their location. Luxury Culture, however, doesn't focus
on providing information on trends. It leaves that to others and focuses on
the type of content that is rich enough to be relevant for always. Its approach
to luxury is as a timeless concept and this is visible in its approach to its con-
tent. The text of each article, interview and feature reflects a unique choice
of words and manner of expression that is complemented by the accompa-
nying wealth information presented with relevant images, videos and ample
links to other websites for supplementary information.
The instantaneous nature of digital communications means that people can
obtain trends-related news in a matter of milliseconds but what sets Luxury
Culture apart is the timelessness and significance of its content, which is sure
to remain enriching even for years to come.
Luxury Culture's arrival on the landscape of online communications and
its success in breaking stereotype codes linked to online communications
has led to a “wake-up” call for not only the media sector but also the luxury
industry as a whole. It demonstrates on every level that the Internet can be
matched with “high-gloss” and that luxury should be featured only in online
environments that are befitting of luxury.
Viktor & Rolf changes the look of luxury online
To launch its spring-summer 2009 collection, Viktor & Rolf did something
that everyone in the luxury fashion world would have sniffed at as being
impossible, had they been told in advance. The brand decided to exploit
the power of the Internet to maximize its communications and minimize
its costs. It opted out of the usual Parisian runway show that sucks millions
of dollars out of the pockets of designers and, rather, went for an online-
only fashion show featuring only one model - Shalom Harlow - who
strutted down a virtual runway in the brand's entire collection with multi-
ple versions of herself appearing simultaneously (Figure 9.13). The digit-
ally enhanced video of the show was uploaded on the brand's website and
everyone was invited to watch. The result was what can be described as
“mind-boggling”. Within hours of its upload online, the news of the first
“Internet-only” fashion show spread all over cyberspace like wildfire.
Within a few days it had made its rounds on millions of blogs in the blogo-
sphere and had become the hot topic
du jour
on social networks and several
user communities. It wasn't long before the mainstream press picked it up,
both online and offline, and the website became one of the most visited
and most linked websites within one month. Fashion buyers flocked to the
online show and those members of the general public that wanted to get a
taste of the inside scene of the fashion world made the website their online
destination. Needless to say, the brand got enough press and buzz to last it
