Recent research has highlighted issues suggesting that Internet and Luxury would be incompatible. It argues that luxury goods have nothing to do online as they are not suitable to the online environment. Others have tried to demonstrate that the Web is exclusively a communication tool and that luxury brands would make a mistake if they decided to go online to sell their products. Most papers thus present Internet as a dilemma or as a tool which stands both as a threat and an opportunity for luxury brands.
The question of how to implement successful digital strategies, however, remains largely unexplored. First, this research aims at filling this gap by giving a broad understanding on how luxury brands should behave online to avoid damaging their brand value. As Internet is today fully integrated into our daily lives, it has become an unavoidable branding tool that luxury companies cannot ignore anymore and must even learn to master in order to become successful online. Second, this paper highlights the necessity of having an integrated approach of all Internet tools because the institutional website, social media and e-commerce all participate in the construction of a brand’s online equity. It also highlights the fact that each medium has different audiences and different characteristics, meaning that all media are not able to broadcast the same messages. Yet, this research suggests that all channels should be orchestrated in such a way that they transmit a uniform brand perception, meaning not only that online equity should be in line with offline equity but also that there should be no manifest distinction between them two. Third, this paper aims at showing that the Web can be an appropriate tool both for communicating with Internet users interested in a brand and for selling goods to potential and existing luxury goods customers who have an appetite for e-commerce. Last, this research demonstrates that taking into account the user’s needs is an essential parameter to build a successful digital strategy: it is only by combining a coherent brand image throughout all channels with a qualitative user experience that luxury brands will achieve online efficiency.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Luxury and Internet: from paradox to opportunity
- Definitions
- Luxury
- Luxury good
- Luxury brand
- Branding luxury products
- Internet and digital communication
- Luxury and Internet
- Two worlds in apparent opposition
- Going online: an unavoidable market trend
- Online Branding: a real opportunity for luxury brands
- A powerful communication channel
- An interactive tool
- A means to reinforce the brand's core values
- Uses and Gratification Approach – Maximizing the Value of Media Usage
- Definitions
- The institutional website: from brand identity to user experience
- Building the brand's e-equity on the institutional website
- To each brand image its website strategy
- Institutional websites aim at increasing brand desirability
- Assessing the performance of an institutional website
- from the brand's perspective
- from a user's perspective
- An unsolvable dichotomy?
- Characteristics of an efficient luxury website
- Are social media allies for luxury brands?
- Overview
- The rise of social media
- Typology
- Virtual brand and anti-brand communities: from audience to potential allies
- Generating positive feedbacks online
- Social media, consumer's perception and purchase intentions
- Overview
- The e-commerce dilemma
- Luxury retail and brand experience
- Luxury products and e-commerce
- Are luxury goods adapted to online selling?
- Recreating a qualitative shopping experience online is difficult
- The ROPO phenomenon
- How can luxury brands capitalize on the appetite of existing and potential customers for e-commerce?
- The potential of e-commerce
- Luxury e-commerce clients consume all kinds of goods online
- Enhancing the customer's online shopping experience
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis investigates the potential of the digital world for luxury brands, examining how they can effectively utilize online tools to maintain brand value and achieve success. The research explores the challenges and opportunities presented by online communication, branding, and e-commerce for luxury goods. Key themes of the work include:- The paradox of luxury and the internet, exploring how these seemingly contrasting concepts can be effectively integrated.
- The importance of online branding and its role in building brand equity and increasing desirability.
- The role of social media in shaping customer perception and influencing purchase intentions.
- The potential of e-commerce for luxury goods, considering its challenges and opportunities.
- The need for a comprehensive digital strategy that integrates online and offline channels to ensure consistent brand image and user experience.
Zusammenfassung der Kapitel (Chapter Summaries)
- The first chapter establishes the definitions of luxury, luxury goods, luxury brands, and digital communication. It examines the perceived incompatibility between luxury and the internet and argues that an online presence is a necessary market trend. This chapter highlights the importance of strong brand equity in the luxury industry and emphasizes the opportunities presented by online branding for luxury brands.
- The second chapter focuses on the institutional website, explaining its role in building a positive online image and increasing brand desirability. It presents the AIPD model (Attraction, Information, Position and Delivery) to highlight the different perspectives of brands and users in assessing website performance. The chapter stresses the need to design websites with user experience in mind for effective results.
- The third chapter explores the role of social media for luxury brands. It provides an overview of the evolution and typology of social media platforms, highlighting their potential for fostering virtual communities and generating positive online feedback. This chapter also examines the gap that can exist between a brand's social media activities and its perceived image by consumers, suggesting that merely being active on social media does not guarantee positive brand perception or increased purchase intention.
- The fourth chapter delves into the challenges and opportunities presented by e-commerce for luxury goods. It discusses the characteristics of luxury retail and emphasizes the importance of brand experience for customers. While at first glance, luxury and e-commerce may seem incompatible, this chapter demonstrates that mastering e-commerce functionalities and targeting the right customers can make online purchase a valuable asset for luxury brands. Finally, it outlines the characteristics of an efficient e-commerce platform.
Schlüsselwörter (Keywords)
This work focuses on digital marketing strategies for luxury brands, examining the impact of online communication, branding, and e-commerce on luxury goods. The research explores the key concepts of customer experience, branding, and e-commerce, highlighting their critical role in achieving success in the digital world for luxury brands.- Quote paper
- Clémentine Cailléret (Author), 2013, Is the Digital World a real Eldorado for Luxury Brands?, Munich, GRIN Verlag, https://www.grin.com/document/262829
