Okonkwo Prelims

websites. Furla.com (Figure 6.21) has background music on its homepage

while Chanel.com has featured background tempo instrumental music on its

product presentation pages, which effectively creates a luxurious mood.

Another website that has successfully implemented an effective online sound

feature is sportswear brand Royal Elastics (Figure 6.22), which has music that

complements its trendy brand personality.

Smell

Smell is a challenging human sense to transfer to the internet virtual environ-

ment because of the difficulty of reproducing aroma on the web. However,

technological advancement aims to provide a means for online consumers to

have a whiff of scent while shopping on the internet. One method is through

a scent-smelling software called ‘iSmell Personal Scent Synthesizer’, still in

development. This software is supposed to provide digital scent through a

218

luxury fashion branding

Figure 6.21 The Furla

homepage uses

appropriate sound that

is aligned to the

brand’s personality

(August 2006)

Figure 6.22 Royal

Elastics homepage

creates a high impact

introduction with music

that accentuates its

brand aura (August

2006)