Information Technology Reference
In-Depth Information
Figure 1.2
Louis Vuitton's launch of the Soundwalk, the first luxury digital
product, has heralded a new dawn in innovative approaches of luxury in the
digital media context
Figure 1.3
The Ritz-Carlton's Internet-based short movie series shot at its different
hotels around the world, has enhanced the online brand image and customer
experience through interactivity and an invitation into the brand's universe
But what opportunities does the Internet and digital technology really hold for the
luxury industry and how may these be tapped?
If you were to ask this question to the average luxury brand executive two
or three years ago, the answer you would have likely received would have
been along the lines of
“
Well not much that we can't live without, but we cur-
rently don't have a choice about being online because all our competitors and
