000			02804cam a2200277 a 4500
001			4641351
003			CaAEU
005			20241011114517.0
008			071002s2010 enka b 001 0 eng
020			_a9780230555365
040			_aUKM _cUKM _dYDXCP _dBTCTA _dBAKER _dUBC _dBWKUK _dBWK _dHEBIS _dCDX _dBWX _dAEU
041			_aeng
050		4	_aHD9999.L852 _bO36 2010
100			_aOkonkwo, Uché _921410 _eauthor
245	1	0	_aLuxury online : _bstyles, systems, strategies / _cUché Okonkwo.
260			_aBasingstoke : _bPalgrave Macmillan, _c2010.
300			_axxiv, 360 pages : _billustrations (chiefly color) ; _c24 cm.
504			_aIncludes bibliographical references and index.
520			_aLuxury 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.
650		0	_aLuxury goods industry _97363
650		0	_aLuxuries _xMarketing _97147
650		0	_aElectronic commerce _91263
653			_aBibliography B3 FLM - The World of Luxury
653			_aFashion & Luxury Collection
942			_2lcc
999			_c1756 _d1756