Okonkwo Prelims

shopping habits and product preferences of a brand’s consumers. A notable
example of a luxury brand that uses customization as a means of providing a
superior web experience is Roberto Cavalli. The website attains this through
providing customizable wallpaper and multiple background music options.
In addition, the internet could be used as a means of making products and
services customization available to a broad consumer group. This strategy is,
however, lacking in the luxury sector as the majority of the existing luxury
brands provide product customization only to a select clientele. There are a
few exceptions, though, including British luxury brand Anya Hindmarch
which pioneered the provision of product customization through its website
as a means of enhanced customer value (Figure 6.14).

E-branding strategy

Branding and marketing on the web have often been misinterpreted as one
and the same thing. While the branding and marketing concepts complement
one another, their application is hardly identical. As has been repeatedly
emphasized throughout this book, a brand is the sum of all the feelings,
perceptions and experiences a person has as a result of contact with a
company and its products and services. This means that branding strategy
constitutes of factors that can be linked to consumers’ minds, where the
branding associations reside.
Several luxury brands have defined both their online and offline marketing
strategies but are often found wanting in the aspect of online branding. This
is mainly because attaining the desired brand perception and brand position-
ing on the web is a challenge that requires clear-cut strategies. However, a

chapter 6 209

digital luxury

Figure 6.14

Anya

Hindmarch’s

website

provides tools

for product

customization,

which boosts

the overall

web

experience

and enhances

customer

value

(Summer

2006)