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while conserving body heat or generating coolness? The possibilities for the
integration of technology in the luxury field are endless.
10. What advice do you have for young and emerging luxury brands
regarding the Internet?
I think young brands are extremely fortunate to be operating in the digital
era. Every aspect of launching and growing a luxury brand has been made
easier by technology. It is now possible to attain global brand awareness
status in a relatively short time frame as a result of the Internet and instant
communications. Product development, retailing, communications, sourcing,
production and international expansion are all opportunities for young brands
in the short term. My advice to emerging brands is to take full advantage of
the digital media and new technologies, and never to think that they are too
small or too young to act big!
11. Did you face any challenges while writing the topic?
Endless challenges! First, I had to deal with web content that was constantly
changing. Sometimes I used some websites to illustrate some points only to
find upon completing that section that the website's contents had changed
or that the entire website had been completely re-designed. This meant that
I wrote some sections and chapters several times and I constantly added
content until the very last minute of editing. Also, it was quite a challenge
to convince some brands to release statistics linked to their website traffic,
online sales turnover and other sensitive information. Eventually many of
them did. Despite these, in general the challenges led me to strive to give the
best to the topic and I hope it has paid off.
12. What was the best part of writing this topic?
I totally enjoyed every moment of writing Luxury Online . I guess it also
comes from having an ongoing consulting practice in luxury e-business.
Another enjoyable aspect of this topic was hosting Club e-Luxe, the exec-
utive club for luxury e-business professionals. The involvement with Club
e-Luxe meant that I was immersed fully in luxury e-business on a daily basis
and it was easier to understand the challenges as well as identify the right
approaches and technologies to overcome these. I also received enormous
support from luxury brands too numerous to mention. People were gener-
ous with their time, insights, viewpoints and feedback. Since I wrote parts of
this topic during several business and personal travels, it was a real benefit to
know that no matter where I was, I only needed to send an email or make a
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