The art of selling the dream online

Uché Okonkwo

Chapter Chapter 6 in Luxury Online, 2010, pp 215-261 from Palgrave Macmillan

Abstract: Abstract At a recent dinner, I had the privilege of being in the company of several luxury professionals, including the creative director of a major luxury brand, the CEO of a PR firm, a fashion journalist and the owner of a Parisian atelier that creates exceptional luxury accessories for major international luxury brands. Among the interesting conversations of the evening was talk about a newly launched luxury leathergoods and accessories brand and its approaches to communications and public relations. When someone asked about the brand’s store location in Paris and around the world, I replied that the brand had a global online store on its website, from where its collections are retailed and shipped worldwide, in addition to plans of a store-in-store opening at Galeries Lafayette and other department stores in Europe. My highly respected table companion then said pointedly, “Yes I know that they have the Internet and all that stuff but I meant to know where the real store is located.” I was quite lost as to what to answer to this comment because he had obviously not understood me. The implication of this statement is that the e-boutique of the brand in question was not considered as a “real” retail location. This unfortunately remains the stance of several luxury brands despite the likes of Louis Vuitton, Tiffany’s and Gucci which continue to generate substantial revenue online.

Keywords: Brand Equity; Online Shopper; Price Discount; Virtual Model; Online Store (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-24833-5_7

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DOI: 10.1057/9780230248335_7

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