Role of Interactive media in the Luxury industry (1).
Last semester I had class in Industrial Marketing, so I get interested in the role of Interactive Media in marketing of products. I started to read Master Thesis written at Umeå School of Business, in 2009. The thesis is about using Internet, different interactive tools in the Luxury industry. Luxury products have features like expensive product, exclusivity, prestige, … gives more emotional feelings, life style, shows social status of people. It is niche market. As day by day number of users of Internet is increasing, so authors of the thesis put the question: is it effective to use Internet and different interactive media in marketing and selling the Luxury brands (example Gucci, Louis Vuitton, Dior,…), as there is no physical interaction between seller and customer? (look at the pic. below) And another task of the research was how luxury brands should design and build their websites in order to respect their luxury`s specificities and reach their goals. They observed 8 French and 8 American luxury websites, in terms of technology, interactivity, trust and services. So could these luxury brand websites reach the goals in marketing, Customer Relationship Management? … To be continued (50 pages left).
To a certain extent yes these websites reach their goals. But the target market here is people who trust shopping through web.
ReplyDeleteBest thing about luxury brand is that they dont compromise on the quality of the product.
Plus there is a big drawback. You can order a leather belt online, though you can´t feel it in your hands, the pictures give you a rough idea. But you cant try perfumes over this medium. A visit to the shop is needed.
This medium is an amalgamation of marketing and advertising.
Right, but I wonder about whether people (women) who go luxury shopping also want to be seen? If that is the case this could be perhaps helped with some kind of Cucci club of which you are a member. Then you could also click on the options:
ReplyDelete"See who else is interested in this product", and
"Let other members see that you are Interested in this product".