luxury online by Uché Okonkwo

Author:Uché Okonkwo
Language: eng
Format: epub
Publisher: Palgrave McMillan
Published: 2009-12-31T16:00:00+00:00

Figure 4.20 Louis Vuitton enhances a rich experience by re-directing visitors to its Cultural Centre website on which the brand’s art initiatives are highlighted

Commerce

Online commerce or retail, which is directly connected with revenues and growth, is an increasingly relevant aspect of a luxury brand’s website creation. As luxury markets expand to include an international clientele from both established and emerging luxury markets, it has become crucial to enable this wider client base to not only interact with the products and services, but also to be able to purchase them. Of course, the e-retail of luxury goods is not the same as the e-retail of mass market products. Luxury products are sold in extraordinary retail spaces and this shouldn’t be any different online. The current practice among luxury brands, however, is to create e-boutiques that scream “buy now” all over the pages both through the text and through the general presentation.

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