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Business & Marketing
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English (U.S.)
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Topic:
Successful Online Websites - Apparal
Essay Instructions:
I am planning to write a paper about "Luxury experience online for luxury brand owners." I need your help to get me some foundation on this paper. I want to see what elements will impact luxury experience for luxury brand owners such as Louis Vuitton and Gucci.
Can you help me research on the follow?
What best practices for apparel websites to make this success in terms of conten, credibility and currentness? What are the best practices in general for these areas? Why is it important?
What are the best practices in terms of organizations such as color, navigation method, fonts and other visual effects? What are the best practices in general for any companies with a website?
What are the best practices in terms of technology including functionaity and personalization. Why are these important?
The above are three areas I identifed that may increase the following:
Brand Image related to trust, awareness, relevance, connection and value
Satisfication - related to the eagerness to purchase, increase frequency of store visit or other psychological impacts
Keep heritage of the brand - related to balance the heritage and while keeping up with today.
These are only some ideas that I came up with in terms of positive impact to brand, but what are some other factors that may be impacted?
All the above elements may increase the "luxury experience" but I am opening to explore more elements.
Essay Sample Content Preview:
Successful Online Websites
Student:
Professor:
Course title:
Date:
Successful Online Websites
Elements that will impact luxury experience for luxury brand owners
In the past few years, luxury goods companies such as Burberry, Dior, Armani, Dolce & Gabbana, Gucci and Louis Vuitton have focused substantial attention on online marketing and sales channels to tangible effect. Kapferer (2012) stated that at first, many were worried and feared that e-commerce may diminish their brands’ integrity or that consumers would be less likely to purchase expensive products without seeing them first. However, that was not the case and customers are perfectly comfortable in buying all manner of luxury items online, and their online experience plays an important role in their buying decisions. This paper discusses the elements of an e-commerce website that will impact luxury experience for luxury brand owners. The positive impacts on brand are also discussed.
Several elements on a luxury brand’s website have an impact on the luxury experience for luxury brand owners. The first one is Personalization – Okonkwo (2010) pointed out that an integral part of luxury marketing is personal touch. It is imperative for luxury brands to create a compelling and personal experience online. Personalization simply means delivering the most relevant and engaging content such as product information, articles and images, for all the visitors to the website page in real time, or for all recipients of an email from a luxury brand. Generally, personalized offers tempt consumers to make further purchases online as customers look for more direct online relationships with the brands they buy. Few companies do true personalization in the luxury space for instance Louis Vuitton. Louis Vuitton’s use of personalized e-commerce clearly shows how luxury brands can preserve their elite and exclusive the shopping experience and aspirational brand image online. Using its Mon Monogram application, Louis Vuitton has been able to offer its traditional personalized service to its community of users in face book. Users discuss product purchase to much greater extent compared to other post topics, and this suggests that the application is helps to maintain Louis Vuitton’s luxurious brand image (Kapferer, 2012).
Visuals – Sight is not only the most effective, but also the most powerful medium of catching the interesting of the web-shop visitor. Typically, visual tools consist of picture, color scheme, video films, color scheme, interactive media, text font, 3D product view, possibility to zoom, full screen mode and graphics (Okonkwo, 2010). The homepage needs to be designed such that it creates a high-impact and strengthens the brand’s luxury features, like heritage and personality, because this is the first contact the site visitor has with the brand together with its web-shop. In addition, this page must be updated frequently and keep a consistent level of unique features. When redesigning or updating the website, shutting it down or replacing it with a coming soon message is not a good alternative, since this would affect the customer’s experience with the brand negatively. The messages on the homepage have to be coherent and consistent with the brand’s offline communication strategies or else it may lead to confusion for the consumers.
Dahlen, Lange and Smith (2010) observed that videos are also essential since they add excitement and color to the web-shop, awakens the online visitors’ attention and in turn, make him/her stay longer on the website. Moreover, the use of video also adds to the customer’s recollection of the website and return visits. The clips have to be short and understand, and have a quick downloading time. The use of interactive animation is also an essential way of enhancing the web atmosphere. Interactive animations may include online flip-open catalogues and providing an avatar that the online visitor can modify to her own preferred size and see how a garment/apparel fits. Another visual element is color, and it is primarily vital because product features are most enhanced by not only the quality of their images and their position, but also by their color scheme. The appropriate color chosen for the homepage has to be applied on the sub-pages to ensure there is a balanced result. The website should be stylish and clean, and contain good and cle...
Student:
Professor:
Course title:
Date:
Successful Online Websites
Elements that will impact luxury experience for luxury brand owners
In the past few years, luxury goods companies such as Burberry, Dior, Armani, Dolce & Gabbana, Gucci and Louis Vuitton have focused substantial attention on online marketing and sales channels to tangible effect. Kapferer (2012) stated that at first, many were worried and feared that e-commerce may diminish their brands’ integrity or that consumers would be less likely to purchase expensive products without seeing them first. However, that was not the case and customers are perfectly comfortable in buying all manner of luxury items online, and their online experience plays an important role in their buying decisions. This paper discusses the elements of an e-commerce website that will impact luxury experience for luxury brand owners. The positive impacts on brand are also discussed.
Several elements on a luxury brand’s website have an impact on the luxury experience for luxury brand owners. The first one is Personalization – Okonkwo (2010) pointed out that an integral part of luxury marketing is personal touch. It is imperative for luxury brands to create a compelling and personal experience online. Personalization simply means delivering the most relevant and engaging content such as product information, articles and images, for all the visitors to the website page in real time, or for all recipients of an email from a luxury brand. Generally, personalized offers tempt consumers to make further purchases online as customers look for more direct online relationships with the brands they buy. Few companies do true personalization in the luxury space for instance Louis Vuitton. Louis Vuitton’s use of personalized e-commerce clearly shows how luxury brands can preserve their elite and exclusive the shopping experience and aspirational brand image online. Using its Mon Monogram application, Louis Vuitton has been able to offer its traditional personalized service to its community of users in face book. Users discuss product purchase to much greater extent compared to other post topics, and this suggests that the application is helps to maintain Louis Vuitton’s luxurious brand image (Kapferer, 2012).
Visuals – Sight is not only the most effective, but also the most powerful medium of catching the interesting of the web-shop visitor. Typically, visual tools consist of picture, color scheme, video films, color scheme, interactive media, text font, 3D product view, possibility to zoom, full screen mode and graphics (Okonkwo, 2010). The homepage needs to be designed such that it creates a high-impact and strengthens the brand’s luxury features, like heritage and personality, because this is the first contact the site visitor has with the brand together with its web-shop. In addition, this page must be updated frequently and keep a consistent level of unique features. When redesigning or updating the website, shutting it down or replacing it with a coming soon message is not a good alternative, since this would affect the customer’s experience with the brand negatively. The messages on the homepage have to be coherent and consistent with the brand’s offline communication strategies or else it may lead to confusion for the consumers.
Dahlen, Lange and Smith (2010) observed that videos are also essential since they add excitement and color to the web-shop, awakens the online visitors’ attention and in turn, make him/her stay longer on the website. Moreover, the use of video also adds to the customer’s recollection of the website and return visits. The clips have to be short and understand, and have a quick downloading time. The use of interactive animation is also an essential way of enhancing the web atmosphere. Interactive animations may include online flip-open catalogues and providing an avatar that the online visitor can modify to her own preferred size and see how a garment/apparel fits. Another visual element is color, and it is primarily vital because product features are most enhanced by not only the quality of their images and their position, but also by their color scheme. The appropriate color chosen for the homepage has to be applied on the sub-pages to ensure there is a balanced result. The website should be stylish and clean, and contain good and cle...
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