A look at the best and worst practices of luxury online

Abstract

There is a famous saying that goes, “in the country of the blind, the one-eyed man is the king”. This reminds me of the state of luxury e-business in the early part of this decade when I became active in luxury Internet marketing and e-business. During this period when the landscape of luxury online could best be described as nightmarish, the resounding phrase of the luxury brands that were bold enough to have ventured online was: “Our website is now better than that of ‘X’ brand, so I think our e-business has been achieved.” The general feeling was that technology and luxury began and ended with having a pretty website which would enable a brand to say that they were on the Internet. Therefore, for most of the luxury brands that I was dealing with, it was a question of competition in terms of which website would have the most advanced digital features and functions. Several years down the line, the landscape of cyberspace has changed dramatically and the relevance of the luxury brand’s website has been challenged by the proliferation of social websites which congregate luxury consumers of all ages, locations and professions. The competition is shifting from luxury brands against brands to luxury brands against social media websites. However, the spirit of competition that existed among the brands ten years ago still underlies certain decisions that are made with regard to luxury online.

“Taking one’s time is not a luxury of the past. In today’s world, everything is expected to be instant. And yet time is needed to meet the requirements and standards of high quality … to fashion products … . to finish them according to the rules of the craft, to add the meticulous finishing touches. To find time to advise clients on choices … so that they are assured of a harmonious and refined product … This is luxury. And so we will continue to work in this manner. For a long time to come”

—Gilles Nouaihac