Okonkwo Prelims

Another key factor in achieving a strong homepage introduction is the

implementation of interactive rapid features such as flash animations to grasp

the attention of the browser. It is also important to provide control tools for

viewing and skipping introductory videos, animations and sound. Several

brands ignore these important elements and website visitors are sometimes

forced to wait for long homepage downloads or watch flash animations

against their desire.

When improperly managed, the homepage has the potential of generating

negative brand perceptions rather than brand and website enhancement. For

example, some luxury brands shut down their websites during redesign and

often replace the homepage with a message that reads along the lines of,

‘Coming Soon’ or ‘Will be Back Soon’. This affects the online customer

experience and dampens their high expectations. Versace.com, Fendi.com,

Gucci.com and Elizabethhurley.com have fallen victim to this rather wrong

strategy. The ideal situation is that a luxury brand’s website should be kept in

operation during its reconstruction, where possible. There is no strategic

reason to remove access to a website while changes are being implemented.

214

luxury fashion branding

Figure 6.19

Vuitton.com

(Autumn 2006)

Figure 6.18

Vuitton.com

(Spring 2006)