cct356-biblio1-luxury

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==== Luxury retailing has quite a presence in the physical world. Many of the world’s top cities feature a selection of the world’s finest apparel retailers on their city’s busiest streets. Some of these high-end names include world-known brands like Louis Vuitton, Prada, Gucci, and Dolce & Gabbana. But what about the brands that claim their luxury status, but don’t have the capital to run an independent flagship store. These brands look to the web to generate sales. ==== ==== When luxury brands try to market on the web, it is important to realize that the luxury experience must be given remotely to every potential customer. Unlike a physical store where the customer feels the exclusivity and exquisiteness through the in-store environment, luxury online e-boutiques depend solely on web-compatible tools to create a high-end experience for the potential customer. More importantly, every facet of the online brand – from the marketing message to the shopping cart – needs to cater to high-end shoppers. ==== ==== The issue with many websites of start-up luxury brands is the lack of designer input. The website is designed from the coder’s perspective, and hence is designed to achieve efficiency and browser compatibility. Because of this, many websites aren’t able to generate a high-end feel due to the lacking user experience. To fix this issue, high-end brands need to design their websites from design conceptualization to coding, rather than the other way around. ==== ==== The marketing message is also important in attracting the right clientele to a high-end brand. This comprises of two aspects: the message, and the medium. First, one needs to design an ad with a message that is able to attract clicks from high-end shoppers, while generating awareness among the general public. Second, while selecting a medium to advertise on, it is important to ensure the medium (eg: website) caters to forward thinkers and innovators – people who are not afraid to try new things, while having the financial resources to do so. ==== ==== Through careful planning, an online luxury brand needs to be able to deliver a comparable shopping experience as one would experience in-store. While the website needs to set the mood, a series of interactive tools such as Flash video and animations can be used to enhance the overall experience. As for product, many shoppers associate luxury shopping with personalization. An online store allows for this personalization to occur. Dell has been most successful at letting shoppers customize their PC to their standards. Through careful planning and execution, an online luxury brand will be able to attract and retain the right customers, while providing them with a unique shopping experience. ====