Luxury brands invest more and more in their web presence and are shifting their marketing strategy. 10 years ago, the focus was on showcasing products, without really engaging in a dialogue with the consumers. Today, the luxury industry is placing the customers in the center of their e-marketing projects. Some are even selling online. This is a risky business: counterfeight products are looming around the corner, the brand is in danger of losing its high-end image, and last, but not least, the existing sales channels might get disrupted. While e-commerce might not (yet!) be for everyone in the luxury business, using the web to build or maintain relationships is a definite trend: more then any other media, the web offers direct ways of communicating with the customers and makes it possible to forster long term relationships with existing and new customers, who might not be the standard "boutique clientèle". View article in market January 2009 Luxe à portée de clique (french), based on an interview with Fabrice Perrin.
By Kirk Havelock, 24th September, 2009