Luxury Online
Styles, Systems, Strategies
(Sprache: Englisch)
This new book focuses on the analysis of the online strategy and development of the luxury industry, tracing the evolution of the Internet from a means of communication to a trade and distribution channel. The author provides a comprehensive evaluation and...
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This new book focuses on the analysis of the online strategy and development of the luxury industry, tracing the evolution of the Internet from a means of communication to a trade and distribution channel. The author provides a comprehensive evaluation and a critical assessment of the tactics required for the management of luxury brands online.
Klappentext zu „Luxury Online “
Luxury is online but is not yet in line. Did you notice? As an industry that is known for avant-gardism, it remains a surprise that luxury is playing catch-up in embracing the e-culture and adopting technology. Luxury brands have been locked in a love-hate relationship with technology since it became apparent that the Internet is here to stay. But after two decades of the World Wide Web, this scenery ought to change. Today, the question of 'why' luxury should be online is no longer relevant but the current issue is 'how' luxury should present itself online particularly as consumers take charge of their virtual experiences. Although the likes of Louis Vuitton, Gucci, Cartier and the Ritz Carlton are paving the way for luxury brands to move beyond the anti-internet stance, the journey remains long and challenge-ridden. As the most powerful marketing tool that will drive luxury forward in the next century, the internet has become indispensible for brand reinforcement, breaking into new territories, engaging clients and demonstrating overall value. This is both exciting and worrying and requires luxury to operate in a new world order where nothing is as it has been.
What does luxury require to excel in this new world? Getting its acts together by embracing technology in all of its beauty and opportunities and adopting advanced strategies for excellence online.
Luxury Online is not about exalting or crucifying luxury brands but addresses bottom-line luxury business issues in the context of the internet, digital media and new technologies. It is an eye-opener that reveals the approaches to overcoming digital luxury challenges while meeting the business requirements of the 21st century. Its recommendations will lead to long-term client affiliation, business growth and sustainable brand value, even as luxury online strives to come of age.
Stay connected with Luxury Online on Twitter: http://luxuryonlinebook.blogspot.com
An innovative new bookcharting the
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development of the luxury industry online.
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Inhaltsverzeichnis zu „Luxury Online “
Foreword Author's Note Acknowledgement Preface: Online, Yet Not Inline Introduction: Who is Afraid of the Internet? Connected Luxury e-People are Real People Web 2.0. (or Whatever you Choose to Call it) is REAL! Luxury Communications, the 'e' Way The e-Experience: Creating More Than a Luxury Website The New Reality of Luxury e-Marketing and e-Branding Selling a 'Dream' Online Beyond the Internet: Technology& Innovation for Luxury Luxury Best& Worst Practices Online Epilogue: Interview with Uché Okonkwo
Autoren-Porträt von Uché Okonkwo
Uché Okonkwo
Bibliographische Angaben
- Autor: Uché Okonkwo
- 2010, Repr., 360 Seiten, Maße: 16,6 x 23,9 cm, Gebunden, Englisch
- Verlag: Palgrave Macmillan
- ISBN-10: 0230555365
- ISBN-13: 9780230555365
Sprache:
Englisch
Rezension zu „Luxury Online “
Praise for Luxury Online: 'Luxury Online provides invaluable insights to help all those looking to unlock the massive potential of the internet and new technologies as a means of enhancing the luxury experience. I intend to keep the book close to me for a long time and I counsel you to do the same.' - Mark Dunhill, CEO, Fabergé'Uché's first book, Luxury Fashion Branding, revealed an author of intelligence, insight with humor, and a passion for the online side of luxury. But time has proved that this was a subject that begged the question on a future work fully dedicated to luxury e-business. She is perfectly positioned to access clients and companies' online luxury policies ranging from best practices to no practices. Her commitment to excellence and facilitating the online aspects of luxury make her book a must read.' - Michael Boroian, Founder& Managing Partner, Sterling International (Luxury Executive Search)'In her book Luxury Online, Uché takes an objective approach into presenting why the luxury sector has been reluctant to embrace the internet. She clarifies misconceptions and provides concrete suggestions on how brands should successfully dive into luxury e-business while highlighting pitfalls to avoid. I suggest that all luxury executives read this book!' - Alexandra Wilkis Wilson, Founder and Chief Merchandising Officer, Gilt Groupe'If you are involved in the luxury business, you need this book.' - Nathalie Rykiel, CEO, Sonia RykielPraise for Luxury Fashion Branding:'Luxury Fashion Branding is a groundbreaking text addressing the business of luxury fashion from a strategic viewpoint..' - Fibre 2 Fashion 'Insightful and thought-provoking - this is an indispensable guide to those looking to understand the modern luxury industry' Mark Dunhill, CEO, Fabergé 'A practical and essential resource for anyone involved in the business of selling luxury fashion. At last, I have a resource to which I can refer people' James Ogilvy, Publisher, Luxury Briefing,
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London'Uché has written a true classic that will be a benchmark for years to come.' Milton Pedrezza, CEO, The Luxury Institute, New York 'Luxury Fashion Branding demonstrates that fashion is not just about flounces and flash, but has a true business edge that cannot be given short drift.' Yaffa Assouline, Editor-in-chief, LuxuryCulture.Com / Assouline Media'Finally, the business of luxury has received what it has been missing for years, in this book.' Christian Jagodzinski, CEO& Founder, Villazzo Villa Hotel Group 'This book is a must-read for anyone who is serious about competing in the luxury fashion arena. Uché's insights on the strategic aspects of brand management have helped us position Bontoni at the highest end of the luxury market' Lewis Cutillo, Co-Founder, Bontoni'This is a pioneering exposé on a dynamic area of human endeavour -luxury goods-, focusing on it as a business.' Wladimir Sachs, PhD, Associate Dean, Research, ESC Rennes School of Business, France'This book is not just an excellent resource for the established luxury world, but an essential read for luxury players of the emerging markets who wish to compete on the international level' Lieran Stubbings, Director, Global Luxury Forum'Although the subtitle of this book is Trends, Tactics, Techniques, there's a whole lot more than that. The author is nothing if not thorough. I was intrigued by this book' Zoë Page, The Book Bag'The analytical nature of this book makes it timeless... The text is rich, full color and full of real life examples from known& unknown brands.' Roselyn Lewis (Washington)'This book is just what d luxury fashion industry has been lacking. Well done, Uché' Kema Sam (London)'This book is my bible for the luxury business' Aleksandra Ruczynska (Warsaw)'This is one of the most comprehensive analysis of the luxury business for anybody who wants to have a real understanding of the luxury business.' Jorge Cosano (New York)
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