Interestin a website is achieved when a consumer senses that a website has
the potential of fulfilling their needs. Creativity in visual and interactive
elements is a fundamental requirement to achieve this.
Desirefor the product and service offerings of a website are as a result of
creative product and service designs and also ingenuity in their presentation,
merchandizing and transactional process. The products must emanate desire
and reflect the brand’s persona.
Actionis when the actual purchase is made, as a result of a positive customer
experience. This leads to repeat-action during subsequent visits.
In addition to the online customer persuasion tactics, the design of an effec-
tive e-retail strategy involves an understanding of what luxury fashion
consumers look for in a website. This is summarized in Table 6.1.
Luxury fashion e-retail strategy
In order to implement a successful e-retail strategy, it is important to have a
clear plan, which is in line with the organizational long-term branding and
marketing goals. Global luxury fashion brands often have excellent offline
brand positioning strategies but repeatedly ignore or underplay the effect and
importance of strategic online branding. Several strategies have been identi-
fied for the successful e-retail of luxury fashion goods. They are discussed
further in this chapter. The appropriate application of these tactics will
contribute to e-retail success through generating online traffic, high turnover,
profitability and brand asset value.
An effective e-retail strategy plan should incorporate aspects of marketing
and branding in addition to the e-retailing tactics. The chart of Figure 6.5
chapter 6 191digital luxuryTable 6.1 The effect of Internet features on consumers
Web element Effect on consumers
Interactivity Compensates for the lack of human presence
Fast service Saves time
Convenience Provides goods and services anytime and anyplace
Personalization Empowers consumers to be co-creators
Customization Gives a sense of individual recognition
Privacy Associates the brand with ethics
Real-time communication Shows excellent customer relationship management
Security Breeds brand trust and loyalty
Instant product availability Provides instant gratification
Low transaction costs Saves mental energy and time
Additional features Creates an enhanced experience, personal enhancement,
education and social benefits
Source: Adapted from Mohammed et al. (2002) Internet Marketing.