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Luxury Online
Styles, Systems, Strategies
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Luxury is online but is not yet in line. Did you notice? As an industry that is known for avant-gardism, it remains a surprise that luxury is playing catch-up in embracing the e-culture and adopting technology. Luxury brands have been locked in a love-hate relationship with technology since it became apparent that the Internet is here to stay. But after two decades of the World Wide Web, this scenery ought to change. Today, the question of 'why' luxury should be online is no longer relevant but the current issue is 'how' luxury should present itself online particularly as consumers take charge of their virtual experiences. Although the likes of Louis Vuitton, Gucci, Cartier and the Ritz Carlton are paving the way for luxury brands to move beyond the anti-internet stance, the journey remains long and challenge-ridden.
As the most powerful marketing tool that will drive luxury forward in the next century, the internet has become indispensible for brand reinforcement, breaking into new territories, engaging clients and demonstrating overall value. This is both exciting and worrying and requires luxury to operate in a new world order where nothing is as it has been.
What does luxury require to excel in this new world? Getting its acts together by embracing technology in all of its beauty and opportunities and adopting advanced strategies for excellence online.
Luxury Online is not about exalting or crucifying luxury brands but addresses bottom-line luxury business issues in the context of the internet, digital media and new technologies. It is an eye-opener that reveals the approaches to overcoming digital luxury challenges while meeting the business requirements of the 21st century. Its recommendations will lead to long-term client affiliation, business growth and sustainable brand value, even as luxury online strives to come of age.
Praise for the author's last book:
'Luxury Fashion Branding is a groundbreaking text addressing the business of luxury fashion from a strategic viewpoint..'
- Fibre 2 Fashion
'Insightful and thought-provoking - this is an indispensable guide to those looking to understand the modern luxury industry' Mark Dunhill, CEO, Fabergé
'A practical and essential resource for anyone involved in the business of selling luxury fashion. At last, I have a resource to which I can refer people' James Ogilvy, Publisher, Luxury Briefing, London
'Uché has written a true classic that will be a benchmark for years to come.' Milton Pedrezza, CEO, The Luxury Institute, New York
'Luxury Fashion Branding demonstrates that fashion is not just about flounces and flash, but has a true business edge that cannot be given short drift.' Yaffa Assouline, Editor-in-chief, LuxuryCulture.Com / Assouline Media
'Finally, the business of luxury has received what it has been missing for years, in this book.' Christian Jagodzinski, CEO & Founder, Villazzo Villa Hotel Group
'This book is a must-read for anyone who is serious about competing in the luxury fashion arena. Uché's insights on the strategic aspects of brand management have helped us position Bontoni at the highest end of the luxury market' Lewis Cutillo, Co-Founder, Bontoni
'This is a pioneering exposé on a dynamic area of human endeavour –luxury goods-, focusing on it as a business.' Wladimir Sachs, PhD, Associate Dean, Research, ESC Rennes School of Business, France
'This book is not just an excellent resource for the established luxury world, but an essential read for luxury players of the emerging markets who wish to compete on the international level' Lieran Stubbings, Director, Global Luxury Forum
'Although the subtitle of this book is Trends, Tactics, Techniques, there's a whole lot more than that. The author is nothing if not thorough. I was intrigued by this book' Zoë Page, The Book Bag
'The analytical nature of this book makes it timeless… The text is rich, full color and full of real life examples from known & unknown brands.' Roselyn Lewis (Washington)
'This book is just what d luxury fashion industry has been lacking. Well done, Uché' Kema Sam (London)
'This book is my bible for the luxury business' Aleksandra Ruczynska (Warsaw)
'This is one of the most comprehensive analysis of the luxury business for anybody who wants to have a real understanding of the luxury business.' Jorge Cosano (New York)
Foreword
Author's Note
Acknowledgement
Preface: Online, Yet Not Inline
Introduction: Who is Afraid of the Internet?
Connected Luxury
e-People are Real People
Web 2.0. (or Whatever you Choose to Call it) is REAL!
Luxury Communications, the 'e' Way
The e-Experience: Creating More Than a Luxury Website
The New Reality of Luxury e-Marketing and e-Branding
Selling a 'Dream' Online
Beyond the Internet: Technology & Innovation for Luxury
Luxury Best & Worst Practices Online
Epilogue: Interview with Uché Okonkwo
Uché Okonkwo is recognised worldwide as one of the pioneer luxury business strategists. A true veteran of the luxury industry, she has closely collaborated with renowned luxury companies including Louis Vuitton, Gucci, Cartier, Fabergé, Christian Dior, Burberry, Tiffany’s, Rémy Martin, Boucheron, Oscar de La Renta among many others.
She is the Executive Director & Founder of Luxe Corp (www.luxe-corp.com), the pioneer Luxury Strategy & Management consultancy company based at Paris’ famed Place Vendôme, with a worldwide clientele.
Uché initiated the creation of Club e-Luxe, the executive club for luxury e-Business professionals as a convergence point for luxury e-business professionals to obtain access to latest strategies, knowledge, tools, systems, applications and approaches required to optimize luxury online. Club e-Luxe which hosts an annual summit in Paris has become a reference in luxury online and is at the forefront of the advancement of luxury in the context of the internet, digital media and new technologies. A real pioneer, Uché is also the Editor of Luxe-Mag.Com, the leading luxury business magazine online which features among others, insightful digital luxury content.
Her 2007 bestselling book, Luxury Fashion Branding has been recognized as the foremost business text to provide concrete strategic analysis on the business of luxury has become a reference for luxury companies including LVMH, PPR and Richemont and an official text at several business schools notably Harvard, ESSEC Paris and London Business School. She has also conducted seminars in these and other institutions including HEC Paris and Sciences Po Paris.
She sits on the board of several luxury organisations and is an honorary fellow of the American Luxury Marketing Council. Uché has an MBA from Brunel University Business School London and is finalizing a Phd in Luxury e-Business & Brand Strategy.
Description
Luxury is online but is not yet in line. Did you notice? As an industry that is known for avant-gardism, it remains a surprise that luxury is playing catch-up in embracing the e-culture and adopting technology. Luxury brands have been locked in a love-hate relationship with technology since it became apparent that the Internet is here to stay. But after two decades of the World Wide Web, this scenery ought to change. Today, the question of 'why' luxury should be online is no longer relevant but the current issue is 'how' luxury should present itself online particularly as consumers take charge of their virtual experiences. Although the likes of Louis Vuitton, Gucci, Cartier and the Ritz Carlton are paving the way for luxury brands to move beyond the anti-internet stance, the journey remains long and challenge-ridden.
As the most powerful marketing tool that will drive luxury forward in the next century, the internet has become indispensible for brand reinforcement, breaking into new territories, engaging clients and demonstrating overall value. This is both exciting and worrying and requires luxury to operate in a new world order where nothing is as it has been.
What does luxury require to excel in this new world? Getting its acts together by embracing technology in all of its beauty and opportunities and adopting advanced strategies for excellence online.
Luxury Online is not about exalting or crucifying luxury brands but addresses bottom-line luxury business issues in the context of the internet, digital media and new technologies. It is an eye-opener that reveals the approaches to overcoming digital luxury challenges while meeting the business requirements of the 21st century. Its recommendations will lead to long-term client affiliation, business growth and sustainable brand value, even as luxury online strives to come of age.
Reviews
Praise for the author's last book:
'Luxury Fashion Branding is a groundbreaking text addressing the business of luxury fashion from a strategic viewpoint..'
- Fibre 2 Fashion
'Insightful and thought-provoking - this is an indispensable guide to those looking to understand the modern luxury industry' Mark Dunhill, CEO, Fabergé
'A practical and essential resource for anyone involved in the business of selling luxury fashion. At last, I have a resource to which I can refer people' James Ogilvy, Publisher, Luxury Briefing, London
'Uché has written a true classic that will be a benchmark for years to come.' Milton Pedrezza, CEO, The Luxury Institute, New York
'Luxury Fashion Branding demonstrates that fashion is not just about flounces and flash, but has a true business edge that cannot be given short drift.' Yaffa Assouline, Editor-in-chief, LuxuryCulture.Com / Assouline Media
'Finally, the business of luxury has received what it has been missing for years, in this book.' Christian Jagodzinski, CEO & Founder, Villazzo Villa Hotel Group
'This book is a must-read for anyone who is serious about competing in the luxury fashion arena. Uché's insights on the strategic aspects of brand management have helped us position Bontoni at the highest end of the luxury market' Lewis Cutillo, Co-Founder, Bontoni
'This is a pioneering exposé on a dynamic area of human endeavour –luxury goods-, focusing on it as a business.' Wladimir Sachs, PhD, Associate Dean, Research, ESC Rennes School of Business, France
'This book is not just an excellent resource for the established luxury world, but an essential read for luxury players of the emerging markets who wish to compete on the international level' Lieran Stubbings, Director, Global Luxury Forum
'Although the subtitle of this book is Trends, Tactics, Techniques, there's a whole lot more than that. The author is nothing if not thorough. I was intrigued by this book' Zoë Page, The Book Bag
'The analytical nature of this book makes it timeless… The text is rich, full color and full of real life examples from known & unknown brands.' Roselyn Lewis (Washington)
'This book is just what d luxury fashion industry has been lacking. Well done, Uché' Kema Sam (London)
'This book is my bible for the luxury business' Aleksandra Ruczynska (Warsaw)
'This is one of the most comprehensive analysis of the luxury business for anybody who wants to have a real understanding of the luxury business.' Jorge Cosano (New York)
Contents
Foreword
Author's Note
Acknowledgement
Preface: Online, Yet Not Inline
Introduction: Who is Afraid of the Internet?
Connected Luxury
e-People are Real People
Web 2.0. (or Whatever you Choose to Call it) is REAL!
Luxury Communications, the 'e' Way
The e-Experience: Creating More Than a Luxury Website
The New Reality of Luxury e-Marketing and e-Branding
Selling a 'Dream' Online
Beyond the Internet: Technology & Innovation for Luxury
Luxury Best & Worst Practices Online
Epilogue: Interview with Uché Okonkwo
Authors
Uché Okonkwo is recognised worldwide as one of the pioneer luxury business strategists. A true veteran of the luxury industry, she has closely collaborated with renowned luxury companies including Louis Vuitton, Gucci, Cartier, Fabergé, Christian Dior, Burberry, Tiffany’s, Rémy Martin, Boucheron, Oscar de La Renta among many others.
She is the Executive Director & Founder of Luxe Corp (www.luxe-corp.com), the pioneer Luxury Strategy & Management consultancy company based at Paris’ famed Place Vendôme, with a worldwide clientele.
Uché initiated the creation of Club e-Luxe, the executive club for luxury e-Business professionals as a convergence point for luxury e-business professionals to obtain access to latest strategies, knowledge, tools, systems, applications and approaches required to optimize luxury online. Club e-Luxe which hosts an annual summit in Paris has become a reference in luxury online and is at the forefront of the advancement of luxury in the context of the internet, digital media and new technologies. A real pioneer, Uché is also the Editor of Luxe-Mag.Com, the leading luxury business magazine online which features among others, insightful digital luxury content.
Her 2007 bestselling book, Luxury Fashion Branding has been recognized as the foremost business text to provide concrete strategic analysis on the business of luxury has become a reference for luxury companies including LVMH, PPR and Richemont and an official text at several business schools notably Harvard, ESSEC Paris and London Business School. She has also conducted seminars in these and other institutions including HEC Paris and Sciences Po Paris.
She sits on the board of several luxury organisations and is an honorary fellow of the American Luxury Marketing Council. Uché has an MBA from Brunel University Business School London and is finalizing a Phd in Luxury e-Business & Brand Strategy.
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