Okonkwo Prelims

However, since the e-retail of luxury goods is still in its introductory
phase, rapid expansion of e-retail by luxury brands is envisioned. Several
luxury brands are currently evaluating the possibility of extensive e-retail
operations.

Option seven: information only

This e-retail option provides solely product and corporate information for
customers and the public through the website. The majority of the global
luxury fashion brands such as Chanel and Versace fall within the group of
luxury brands that have this approach to the internet. This option shows a low
commitment to e-retail and doesn’t address the online consumer and their
needs. While this approach may be intended to protect the brand integrity of
exclusivity, it is no longer applicable in the current global luxury fashion
marketplace.

chapter 6 201

digital luxury

Figure 6.11 Dior

online store is available

in France, UK and

German markets and in

the USA through

eluxury.com (Spring

2006)

Figure 6.12 Armani’s
US-only online store
retails fragrance,
cosmetics and
timepieces; however,
Armani products are
sold on several other
independent websites
(Spring 2006)