The luxury e-retail death wish list
If after reading this chapter you still subscribe to the primeval and unrealistic
viewpoint that the internet and luxury goods are incompatible, then the e-
retail death wish list below provides some guidelines for you. Good luck,
you’ll need it!1 Do not have a website!
2 Have a website with only one page!
3 Have a website but do not sell your products online. Only provide your
global consumers with product images and tell them to travel to your store
in Paris to buy them!
4 Allow your products to be sold rampantly on the web at unauthorized
websites.
5 Continue to maintain the viewpoint that luxury fashion and the internet are
not compatible!224
luxury fashion branding