The image of the luxury sector on the market is that of selectivity and the scarcity. The challenge for luxury brands is to transmit a burst of accessibility while addressing a segment of consumers, who are the affluent class. Thus, the Internet, which is defined as a mass medium, seems to be incompatible with the world of luxury. Luxury is characterized by the notion of selectivity, targeting a privileged class, while the internet is a media which is accessible to everyone, anywhere and anytime.
However, in recent years, luxury brands have made their presence felt having created their own websites, and even online shops. Indeed, we must take into account that the target of luxury brands is also some of the largest consumers of content. Also, the luxury sports segment today is democratizing, and attracts new customers who are less easy, but followers of Internet media. Furthermore, brands have strong incentives to monitor marketing trends and keep pace with the times, as well as their target.
Many luxury brands are involved in the phenomenon of fashion, and must avoid being seen as outdated. Luxury brands have thus opted to incorporate the Internet into their marketing strategy. Despite the bid to get involved in a world of contradictory values, no luxury brand rejects this new medium and sales channel. Thus, we will develop a problem highlighting a paradox between two contradictory worlds, which holds yet unborn opportunities for brands.
Thus the issue is: Are the new trends in web marketing suited to luxury brands; in other words, what are the limits of internet use for luxury? Should we consider the Internet as a threat to the brand image of luxury goods and a development of the interchange, or on the contrary, can the Internet be a springboard to conquer new consumers?
Since the essence of civilized man, luxury has always appeared as a societal phenomenon. The beginnings of humanity, the organization of companies has emerged, giving rise to groups of leaders, signs and objects, and even lifestyles and consumption patterns of persons belonging to dominant social class. So within those dominant groups that luxury has its origin. But luxury can not be reduced to signs and phenomena of social differentiation or elevation. It is difficult to assign an exact definition.
According to Jean-Noel Kapferer, in her book Deluxe requires "everyone understands but no one agrees on what it actually means exactly what its contours, its borders, its members. In the fragmentation of our societies, the luxury of one is not that of others: to each his luxury."
In this sense, it is understandable that the definition of luxury is different and varies for everyone. However, a luxury product can be characterized by its high price as a result of production in limited quantities. Subjectively, we can assign the specific artistic and aesthetic.
Luxury is defined across several dimensions: The report on the subject: the product itself attributes to himself the concept of luxury. It is an object that lasts over time, and sees its value even intensify in time. He opposes the industrial product that wears out, becomes unfashionable and is devalued over time;
The report to the man, indicating the luxury of any industrial award. He is represented by the handmade. It is also sold directly from one individual to another individual, in contradiction with the sale of mass products in supermarkets, through catalogs or internet etc;
Report to desire: Although subjective, this dimension shows the Maslow pyramid with three levels: physiology, belonging and self-realization by paralleling three concepts: envy, desire and dream. Luxury goods answer personal dreams.
Tags: luxury industry; luxury brands on the internet; luxury sector
[...] Long reluctant to implement on the Internet, luxury brands now operate best media communication technologies. More than a trend to follow, the use of social networks becomes an essential strategy in the Web channel. Indeed, users visit fewer sites registered in favor of social networks and become more viral. It is estimated that at the end of 2010 the number of Facebook users was between 600 and 700 million. Twitter grows gradually with 22 million unique visitors per month. That is why luxury brands are on the page gradually integrating social networks. [...]
[...] Here we will highlight the characteristics of interactive media that, until recently, the luxury homes lacked. Internet represents a significant breakthrough in the world of communication due to its high technological innovation. It therefore appears that the media is not directly questioned, but rather the influence of the mass market is. The Internet is today rooted in a culture-related discount, bargain and price comparison. Products operate in an environment where standardization has comparative physical and technical characteristics. This explains the real antinomy faced by luxury homes. [...]
[...] Then, an analysis of cyber-consumers of luxury goods was important to highlight the influence of the Internet when buying luxury items. Studies by the Journal du Net support my analysis of the luxury customer on the Internet. To conclude this first part, we had the Internet as a sales channel, and detailed the risks associated with e-business. The analysis of different brand experiences faced the risk of e-business have guided my research on counterfeiting, cyber-squatting, and competition from other traditional channels. [...]
[...] Indeed, the in-store sales develop a procurement process assisted by a vendor to provide optimum level of service to customers. All merchandising quality is highlighted; the outlets have a prestigious look. A world in store reflects the values of each brand. These values are difficult to reproduce on the Internet where the upper class and lower class mingle. However, this loss of values of luxury is strongly generated by a trading- up phenomenon, voluntarily developed by brands. Today, creating affordable products in order to reach a new target results in a change of values and democratizes the luxury sector. [...]
[...] - The Serial Shoppers: They represent 7%. This target is punctuated by addiction trends including fashion, travel, design, high- tech, etc . Their lifestyle is characterized by novelty, originality and beauty. Like Freed, the Serial Shoppers consume luxury products to meet personal needs. - The Flamboyant: They represent 8%. This target is characterized by obsession. They place a strong emphasis on branding in their consumption. They do not pay attention to the price, but the response to a social class. [...]
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