Okonkwo Prelims

all of the company’s strategies are developed and attuned to online customer
requirements and the e-market environment. This indicates a high commit-
ment level to e-retail.
As of the time of writing, no luxury brand has adopted this strategy.
However, several independent web-based retailers of fashion goods have
emerged in different markets. A notable example is Italy-based Yoox.com,
which has a global e-commmerce platform and distribution. Yoox.com is also
the exclusive authorized e-commerce partner of some of the most prestigious
luxury fashion brands like Roberto Cavalli (Figure 6.7), Armani and Dolce &
Gabbana. The e-retailer also has the differentiating factor of a product range
that includes exclusive ranges, limited editions by young designers and
precious vintage items. The e-retailer also has an online design studio with a
selection of books and a fully localized website in seven languages. Another
luxury goods e-retailer with global distribution is U.K.-based Net-A-
Porter.com, which hosts the online boutiques of Chloe and Jimmy Choo in
addition to retailing products of other brands.
Others independent e-retailers are bluefly.com, glam.com and
forzieri.com. Some of these e-retailers sell products exclusively from luxury
brands while others have a mix of luxury, premium and mass fashion brands
in their portfolios. Also some of the independent e-retailers like Net-A-
Porter.com sell the goods that feature in the current season’s collection of
luxury brands while other e-retailers sell the products from the previous
season’s collections at discounted prices. Some of the products that can be

chapter 6 195

digital luxury

1. E-retail only


2. Aligned expertise


3. Separate business


4. Channel integration


5. E-retail mail


6. Limited e-retail


7. Information only


8. No web presence

E-retail commitment level

Most ideal

Most feasible

Figure 6.6 The e-retail strategic options
Source: Adapted from Harris and Dennis (2002) Marketing the e-business.