Luxury Brands to the Web

Written on November 8, 2006 by José Esteves in Technology trends

As reported by the wall street journal on monday, there is a change in store for holiday shoppers this season. Over the past year, many of the world’s biggest luxury brands, that were previously hard to find on the Web, have opened online stores.
Websites such as style.com Net-A-Porter.com are creating exclusive agreements with some labels and also improving the way of selling, using multimedia. Style.com creates amazing videos for labels like Fendi.
although it seems a typical evolution, it is a radical change in terms of luxury brands culture. The internet’s reputation as a host for discount shopping and bargain-basement deals, epitomized by retailers like eBay and Amazon has until now been a turnoff for luxury goods players.
If selling is the primary goal, online marketing is the second one. With more users surfing the Net, it seems natural that luxury brands try to ad online. For users ther is also another advantage: Price. As the wall street journal mentions, user can compare prices and also buy items that companies sell only online
The issue remains: are luxury brands losoing image and prestige with this movement?


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