Abstract
Over the past decade, a brand new mass medium has made a dramatic appearance in the form of the Internet – with its major application, the World Wide Web, commonly known as the web. The Internet has drastically changed all traditional business models. In the luxury industry, there has been fierce questioning about how to approach this growing phenomenon, and how to preserve a unique brand image in the open world offered by the Internet. Luxury brands have long debated how to integrate this powerful and intrusive channel of mass communication into the intimacy of an exclusive luxury brand’s strategy.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Editor information
Editors and Affiliations
Copyright information
© 2012 Fleur Gastaldi
About this chapter
Cite this chapter
Gastaldi, F. (2012). Internet, Social Media and Luxury Strategy. In: Hoffmann, J., Coste-Manière, I. (eds) Luxury Strategy in Action. Palgrave Macmillan, London. https://doi.org/10.1057/9780230361546_7
Download citation
DOI: https://doi.org/10.1057/9780230361546_7
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-34653-0
Online ISBN: 978-0-230-36154-6
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)