Okonkwo Prelims
The offline retail location choice of luxury brands is often in the most exclusive and prestigious districts of the world’s fash ...
However, since the e-retail of luxury goods is still in its introductory phase, rapid expansion of e-retail by luxury brands is ...
Option eight: no web presence The ‘no web presence’ e-retail strategy indicates an aversion to the use of the internet for e-ret ...
E-marketing strategy Marketing is often wrongly summed up as marketing communications, in other words advertising and public rel ...
Customer value Consumers seek satisfaction from a brand’s products or services through obtaining solutions to their needs and wa ...
usability and streamlining the after-sales service to include returns, refunds and exchange of goods in physical stores, despite ...
deliveries of goods in the right quantity and size and to the right location, effective computing and category management system ...
chapter 6 207 digital luxury Live online chat with a customer services representative. Direct telephone link facilities from th ...
example is the Louis Vuitton fan website at ‘www.lying-awake.net/vuitton’. Consumer fans of Louis Vuitton use this website as a ...
shopping habits and product preferences of a brand’s consumers. A notable example of a luxury brand that uses customization as a ...
well-defined offline brand strategy can be streamlined into the online brand- ing strategy. This boosts the response of consumer ...
In the development of online branding strategy, the online consumer forms the central point from which the strategy is built. Th ...
Website and e-store design A crucial aspect of the online branding strategy development of luxury goods is website and e-store d ...
product views, zoom facilities of whole and parts of products, text font, style and size, interactive flash media, full screen m ...
Another key factor in achieving a strong homepage introduction is the implementation of interactive rapid features such as flash ...
The homepage establishes the online experience with the website visitor and its messages ought to aid brand enhancement and not ...
have control tools and an option for skipping or enlargements. These provide the website visitor with a sense of empowerment. In ...
Colour pictures are accompanied by product information and description through text. The website textshould ideally be short and ...
websites. Furla.com (Figure 6.21) has background music on its homepage while Chanel.com has featured background tempo instrument ...
peripheral device plugged to a computer in the same manner as speakers. The device will receive and transmit smell from websites ...
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