Information Technology Reference
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collection for online retail and if not, which specific products to sell online.
Second, there should be a core integrated strategy behind e-retail operations,
otherwise it could fall apart.
7. You introduced the concept of the luxemosphere as a core aspect of
luxury online. Can you explain the idea behind this?
Luxemosphere is coined from two words “luxe” and “atmosphere”. Its
meaning is obviously the creation of a luxurious atmosphere in a specific
environment, both online and offline. It has been presented in the topic as
an essential aspect of ensuring a powerful online experience through sensory
communications, which is very important in luxury. Luxemosphere uses dif-
ferent tactics to achieve a specific ambience that could evoke sensations in
people. As we know, luxury is all about pleasure that results from a high
degree of sensory appreciation, and positive sensory vibes go a long way in
assuring a high-impact experience. In the online context where there is no
direct human-to-human physical contact, this factor is even more important.
8. Is it true that luxury brands that don't have websites will stop existing?
Of course not. This is not likely to happen. However, what will happen for
sure is that the luxury brands that avoid having their own websites will lose
control of how their brands are represented online and, subsequently, how
the brand is perceived in the real world. It is already happening with the
arrival of the social web, where brands no longer control what consumers
say or show about them online. The user is now in charge and has taken the
reins of control in cyberspace. The most important means for luxury brands
to address this phenomenon is to emphasize their brand heritage and value
through having a high-impact website.
9. How should luxury brands approach other innovation-based areas like
mobile and merchandising technologies?
The integration of technology and innovation in luxury doesn't end with
the Internet. Technology may also be applied in product design and exten-
sion, material sourcing, store merchandising and mobile technology. Did
you know that technology that enables body scanning for made-to-measure
clothing now exists? Or that it is possible to try on clothes in fitting rooms
through a recreated virtual model without ever putting the clothes on? Or
that interactive mirrors in dressing rooms can enable distant and collective
shopping? Or that the mobile phone can be used to capture sensory data
on different products? Or that materials for clothing can now filter bacteria
