INSEAD Library

Includes bibliographical references and index and glossary

Digitized

Luxury Online Styles, Systems, Strategies Contents List of Tables and Figures List of Case Analyses Foreword Acknowledgments Author's Note ix xvii xviii xx xxiii Introduction: Moving beyond slow motion Part One: Getting It! 1 Is luxury (still) afraid of the Internet? 1 11 26 41 50 55 58 61 71 79 84 86 96 102 104 107 2 Connected luxury 3 Web 2.0, the social web (or whatever you prefer to call it) is real! Features and functions of the social web The upside of the social web The dark side of the social web Blogging your life away The blogosphere What should luxury brands be doing about blogs? A look at how blogs will evolve The online world of social networks What should luxury brands be doing about social networks? e-communities Virtual immersive worlds Beyond the social web: what will happen after the frenzy? PartTwo: Doing It! 4 The e-experience: creating more than a luxury website It's not just about having a website Living the luxury e-experience Moving beyond the webmosphere to the luxemosphere Designing the "winning" luxury website Now to the main issue: creating the luxury website The 7-Cs of luxury website creation 111 111 115 119 146 155 155 5 Let's talk: communicating the luxury message online Giving way to the new communications style 182 187 The magazine madness Strategies and approaches for online communications Communicating through the luxury brand's own website Communicating through online media websites The social web communications dilemma Doing it well and avoiding the don'ts 192 198 202 206 208 213 6 The art of selling the dream online The 360° e-retail experience Crafting the integrated e-retail strategy Creating the luxury e-boutique The front office The back office The discount dilemma The sample sale syndrome The temporary ownership movement Sellers and counterfeiters 215 219 223 231 232 243 248 251 255 257 7 e-people are real people A look at the current luxury client Cracking today's luxury client The international luxury client Rewarding the online luxury client From e-people to what people? 262 263 268 269 271 273 8 Beyond the Internet: mobile technology and innovation for luxury The mobile luxury debate Technology and innovation for luxury Creating products through body scanning Extending the product through innovation Re-defining product functionality through materials Store merchandizing through innovation and interactive screening 278 280 291 292 295 298 300 9 A look at the best and worst practices of luxury online The Watch Avenue challenges the virtual location notion Luxury Culture paves the way for the online luxury experience Viktor and Rolf changes the look of luxury online Learning from the worst practices 307 308 313 318 323 Epilog: Q and A with Uché Bibliography Glossary of luxury online terms Index 325 331 337 353