Luxury Online by Okonkwo, Uché -- Read -- Imperial Library of Trantor

Index

luxury online

Contents List of tables and figures List of Case Analyses Foreword Acknowledgments Author’s Note Introduction Moving beyond slow motion Part One Getting It! Chapter 1 Is luxury (still) afraid of the Internet? Chapter 2 Connected luxury CHAPTER 3 Web 2.0, the social web (or whatever you prefer to call it) is real!

Features and functions of the social web

Transparency Independence Passion Accessibility Informality Interactivity Thematic Objectivity Trust Communal Ownership Interconnectivity

The upside of the social web The dark side of the social web Blogging your life away

Blogs, plogs, mlogs and vlogs

The blogosphere

Bloggers and bloggees

What should luxury brands be doing about blogs? A look at how blogs will evolve The online world of social networks

Conceptions and misconceptions of social networks How are people using social networks?

What should luxury brands be doing about social networks? e-communities Virtual immersive worlds

Features of virtual worlds Challenges for luxury brands

Beyond the social web: what will happen after the frenzy?

Part Two Doing It! Chapter 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

How can a luxury brand integrate the luxemosphere on its website? Visuals Sound Scent Movement Flavor

Designing the “winning” luxury website

Step one: defining the strategic role Step two: ensuring the right internal orientation Step three: developing a solid e-business plan Step four: re-assessing the brand identity Step five: creating the “wow” website Step six: testing and improving Step seven: going live online (without soft-launching)

Now to the main issue: creating the luxury website The 7-Cs of luxury website creation

Concept Competence Content Commerce Customization Community Computing

Chapter 5 Let’s talk: communicating the luxury message online

Giving way to the new communications style 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

Don’ts Do’s

Chapter 6 The art of selling the dream online

The 360° e-retail experience Crafting the integrated e-retail strategy

Step one: the location choice Step two: product selection Step three: pricing approach Step four: e-boutique development Step five: e-tools incorporation Step six: service optimization Step seven: back-office support Step eight: client management Step nine: modeling the e-retail Step ten: channel integration

Creating the luxury e-boutique The front office The back office The discount dilemma

Tips for online price-discounting

The sample sale syndrome The temporary ownership movement Sellers and counterfeiters

Chapter 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?

Chapter 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

Chapter 9 A look at the best and worst practices of luxury online

The Watch Avenue challenges the virtual location notion

Concept Design and aesthetics Atmosphere Usability Content

Luxury Culture paves the way for the online luxury experience

Concept Design and aesthetics Atmosphere Usability Content

Viktor & Rolf changes the look of luxury online

Concept Design and aesthetics Atmosphere Usability Content

Learning from the worst practices

Epilog Q & A with Uché Bibliography

Books and Journals Articles

Glossary of luxury online terms Index