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Dissertation

Dissertation

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Published by Laima Masalskaite
digital technologies
digital technologies

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Published by: Laima Masalskaite on Apr 25, 2011
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Ba fashionStudent no: M00064303Laima Masalskaite
An exploration of Internet marketing for luxury brands:is Internet suited for successful luxury fashion brands marketing;can luxury fashion brand store atmosphere and marketing initiatives be transferred to theInternet?
INTRODUCTION
 Nowadays Internet is widely used by the majority of the global brands as a marketing tool. Inmay essay I want to explore the issue if prestigious luxury fashion brands can be successfullysold by Internet; taking into account the aspect that luxury goods have a rarity value, makingthem more desirable, while Internet is available to the masses seeking a bargain.Moreover, I would like to emphasize that the previous year of 2010 has been a tipping point for theluxury fashion industry in terms of Internet and digital technologies application in marketingactivities:virtual fashion shows, digital fagship stores, 3D advertising campaigns, augmented realityapplications, iPad magazines, Facebook live-streams and Twitter-based customer service are just afew examples of the long list of digital innovations that luxury brands have pioneered in 2010.In my essay I want to explore the digital revolution by analysing if Internet is suited for successfulluxury fashion brands marketing. I have structured the essay around three main parts. Firstly, on the basis of the literature related to luxury customers and luxury fashion goods marketing I will researchthe perception of up-to-date luxury consumer and, secondly, I will analyse the peculiarities of luxuryfashion goods¶ conventional and e-marketing. Then, I will review the key elements, which should be present at Internet store of luxury fashion goods, which help to create the prestigious atmosphere and
 
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luxury e-boutique virtual environment. And finally I will answer the question if e-retail and digitalinitiatives can be successful for the sales of luxury fashion goods.At the beginning, it should be noted that luxury and prestige fashion goods are targeted atwealthy consumers, who require special and individual attention as well as customized marketingAlso, I would like to draw attention to the issue that the luxury fashion goods, ranging fromclothing and leather goods to jewellery and other accessories are classified as sensory goods
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,theaesthetic characteristics of which are best perceived through the utilisation of the human sensesof sight, touch and feel. It means that the luxury experience is gained at the store visit, by unitingthe aesthetic, creative and prestigious aspects of the retail atmosphere as well as interacting withthe products through touching, feeling and sometimes smelling them. Moreover, atmosphere isassociated with words like mood, feeling, impression, environment, character, ambience andsensations
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. Therefore the question arises if wealthy customers will be pleased with makingonline purchases for prestigious and luxury fashion goods and is it realistic that physical luxuryretail store environment can be transferred to the Internet? I will analyse this issue and try toanswer this question in my essay.
CHAPTER ONE
Research of academic literature on luxury brand customers reveals that first of all, luxury brandcustomers are looking for hedonistic values: they price their own pleasure more than anything else;they do not look for the functional elements, but to the imaginary world that they have createdthemselves and that becomes their own world, leading to their own vision of luxury
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Okonkwo, Uche.
Luxury Fashion Branding
( New York:PALGRAVEMACMILLAN,
2007)
, p.p. 8
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Okonkwo, Uche.
Luxury Fashion Branding
( New York:PALGRAVEMACMILLAN,
2007)
,p.p. 1
7
8
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Michael Chevalier, Gerald Mazzalovo.
Luxury Brand Management: a Worl of Privilege
(Singapore:Saik Wah Press Ltd,
20
1
0)
, p.p. 15
0-
15
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S
ince luxury brands unite passion, aspiration and desire as well as create experiences, luxury fashiongoods raise high requirements for retail location choice
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. It should be stated that the maindistinguishing factor between luxury retail location and that of mass-market retailers is the requisiteneed that luxury brands have to position their stores in exclusive high-status locations, which arecommercially attractive. The prestige store location reinforces core brand values and thedifferentiated luxury fashion brand status of luxury brands
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. Prestigious retail locations also attractand retain a niche-customer base while satisfying their ego needs during shopping
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. It means thatluxury fashion goods need to be in the fashion cities of the world that ensure both brand visibilityand commercial viability.In addition to strategic store location, the store outlet and servicing staff special attention to thecustomers reflect the prestigious status of luxury fashion brands. This is the reason why luxurydesigners invest heavily in retail outlets which play the most significant role in the overall luxury buying experience.Physical surrounding and personal attention of luxury stores continue to remainimportant to the customers.In this manner a retail store plays an important role in the overall luxury buying experience and is one of the key elements of successful luxury retailing.Therefore, online shopping, as opposed to luxury physical surrounding and prestigious locations of luxury fashion good stores, may be seen as being to mass and not exclusive. In this aspect it should be stated that online shopping is much less fun than traditional shopping and therefore e-retail mighthave a strong negative impact on the innate attributes of brands such as prestige and exclusivity.Moreover, the sale of luxury goods relies on aesthetic and sensory appreciation and this factor hasraised an issue regarding the reproduction of a prestigious atmosphere and the sensory attributes of luxury products online
7
.
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Urbaniauskien, Rta, Vaitkien , Rimgail.
 Preks enklo valdymas
[Brand Management]
.
(Kaunas: KTU leidykla"Technologija", 2006) p.p. 15-26
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Kotler, Philip, Pfoertsch, Waldemar.
 B2B Brand Management.
(Berlin:
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 pringer Berlin- Heidelberg, 2006), p.p. 50-65
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Okonkwo, Uche.
 Luxury Fashion Branding 
( New York:PALGRAVEMACMILLAN,2007),79
7
Okonkwo, Uche.
Luxury Fashion Branding
( New York:PALGRAVEMACMILLAN,
2007)
,1
79
 

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