Information Technology Reference
In-Depth Information
distribution and logistics systems from different warehouse locations. The sec-
ond fundamental question of “how to sell” is linked to the development of the
e-boutique and in designing the selling space beyond strong aesthetic elements,
but also to feature an enhanced webmosphere and optimized e-merchandizing
and e-CRM. This is applicable to both luxury companies selling products and
those selling services online. Understanding how to re-create the store design
and atmosphere online and presenting the products in such a way that the person
in front of the computer screen forgets that they're staring at a screen as they
become immersed in the brand's virtual universe is a definite challenge. But is it
possible? Of course it is, thanks to digital technology and e-business strategy.
Finally we arrive at the hot topic
du jour
, the so-called Web 2.0 or the
social web, which encompasses the phenomenal changes taking place
through all manner of user-to-user communities such as blogs, vlogs, plogs,
mlogs, chat groups, social networks, virtual worlds and other 2-D and 3-D
platforms that congregate consumers. The arrival of the social media and
the blogosphere has put the phrase “the consumer is king” permanently in
e-marketing vocabulary. In this world, the consumer is in total control of not
just receiving and interpreting messages from luxury companies, but also of
deciding their legitimacy, endorsing them (or not), spreading this endorsement
(or worse still, condemning the brand) and generating debates about the brand
while influencing millions around the world in a matter of minutes. This phe-
nomenon also shows that the Internet is rapidly becoming the most impor-
tant and critical marketing medium, and this will be even more prevalent in
the near future as the social web goes into full bloom. But the challenge for
luxury companies remains how to approach the social web and engage luxury
clients in a strong dialogue at this critical early stage before the clients settle
into the inevitable life pattern on their chosen online social communities.
All of these highlighted challenges are addressed in this topic.
Luxury Online
is not about raising further questions and challenges in luxury e-business but
about providing answers, pointers, indicators, strategies and general guide-
lines that will enable anyone interested in the subject of luxury e-business to
understand how to approach the Internet and digital technology in the current
challenging economic climate and competitive market context. These strate-
gies have been identified and developed through both extensive research and
continuous practice in luxury strategy and management consultancy. They
have been tested and confirmed in practice through luxury e-business con-
sultancy and involvement with Club e-Luxe, the executive club for luxury
e-business professionals, which has the principal objective of providing the
luxury industry with access to the latest developments, techniques, applica-
tions, systems, strategies and resources in e-business. These methods will serve
to position luxury companies on a vantage point to take advantage of the
Internet both in its present state and in the course of its continuous evolution.
