Ba fashion

Student no: M00064303

Laima Masalskaite

An exploration of Internet marketing for luxury brands:

is Internet suited for successful luxury fashion brands marketing;
can luxury fashion brand store atmosphere and marketing initiatives be transferred to the
Internet?

INTRODUCTION

Nowadays Internet is widely used by the majority of the global brands as a marketing tool. In

may essay I want to explore the issue if prestigious luxury fashion brands can be successfully

sold by Internet; taking into account the aspect that luxury goods have a rarity value, making

them more desirable, while Internet is available to the masses seeking a bargain.

Moreover, I would like to emphasize that the previous year of 2010 has been a tipping point for the

luxury fashion industry in terms of Internet and digital technologies application in marketing

activities: virtual fashion shows, digital fagship stores, 3D advertising campaigns, augmented reality

applications, iPad magazines, Facebook live-streams and Twitter-based customer service are just a

few examples of the long list of digital innovations that luxury brands have pioneered in 2010.

In my essay I want to explore the digital revolution by analysing if Internet is suited for successful

luxury fashion brands marketing. I have structured the essay around three main parts. Firstly, on the

basis of the literature related to luxury customers and luxury fashion goods marketing I will research

the perception of up-to-date luxury consumer and, secondly, I will analyse the peculiarities of luxury

fashion goods’ conventional and e-marketing. Then, I will review the key elements, which should be

present at Internet store of luxury fashion goods, which help to create the prestigious atmosphere and

1
luxury e-boutique virtual environment. And finally I will answer the question if e-retail and digital

initiatives can be successful for the sales of luxury fashion goods.

At the beginning, it should be noted that luxury and prestige fashion goods are targeted at

wealthy consumers, who require special and individual attention as well as customized marketing

Also, I would like to draw attention to the issue that the luxury fashion goods, ranging from

clothing and leather goods to jewellery and other accessories are classified as sensory goods 1, the

aesthetic characteristics of which are best perceived through the utilisation of the human senses

of sight, touch and feel. It means that the luxury experience is gained at the store visit, by uniting

the aesthetic, creative and prestigious aspects of the retail atmosphere as well as interacting with

the products through touching, feeling and sometimes smelling them. Moreover, atmosphere is

associated with words like mood, feeling, impression, environment, character, ambience and

sensations2. Therefore the question arises if wealthy customers will be pleased with making

online purchases for prestigious and luxury fashion goods and is it realistic that physical luxury

retail store environment can be transferred to the Internet? I will analyse this issue and try to

answer this question in my essay.

CHAPTER ONE

Research of academic literature on luxury brand customers reveals that first of all, luxury brand

customers are looking for hedonistic values: they price their own pleasure more than anything else;

they do not look for the functional elements, but to the imaginary world that they have created

themselves and that becomes their own world, leading to their own vision of luxury3.

1
Okonkwo, Uche. Luxury Fashion Branding ( New York:PALGRAVEMACMILLAN,2007), p.p. 80-85

2
Okonkwo, Uche. Luxury Fashion Branding ( New York:PALGRAVEMACMILLAN,2007),p.p. 178-185

3
Michael Chevalier, Gerald Mazzalovo. Luxury Brand Management: a Worl of Privilege (Singapore:Saik Wah Press Ltd,
2010), p.p. 150-152

2
Since luxury brands unite passion, aspiration and desire as well as create experiences, luxury fashion

goods raise high requirements for retail location choice4. It should be stated that the main

distinguishing factor between luxury retail location and that of mass-market retailers is the requisite

need that luxury brands have to position their stores in exclusive high-status locations, which are

commercially attractive. The prestige store location reinforces core brand values and the

differentiated luxury fashion brand status of luxury brands5. Prestigious retail locations also attract

and retain a niche-customer base while satisfying their ego needs during shopping 6. It means that

luxury fashion goods need to be in the fashion cities of the world that ensure both brand visibility

and commercial viability.

In addition to strategic store location, the store outlet and servicing staff special attention to the

customers reflect the prestigious status of luxury fashion brands. This is the reason why luxury

designers invest heavily in retail outlets which play the most significant role in the overall luxury

buying experience. Physical surrounding and personal attention of luxury stores continue to remain

important to the customers. In this manner a retail store plays an important role in the overall luxury

buying experience and is one of the key elements of successful luxury retailing.

Therefore, online shopping, as opposed to luxury physical surrounding and prestigious locations of

luxury fashion good stores, may be seen as being to mass and not exclusive. In this aspect it should

be stated that online shopping is much less fun than traditional shopping and therefore e-retail might

have a strong negative impact on the innate attributes of brands such as prestige and exclusivity.

Moreover, the sale of luxury goods relies on aesthetic and sensory appreciation and this factor has

4
Urbaniauskienė, Rūta, Vaitkienė , Rimgailė. Prekės ženklo valdymas [Brand Management]. (Kaunas: KTU leidykla
"Technologija", 2006) p.p. 15-26

5
Kotler, Philip, Pfoertsch, Waldemar. B2B Brand Management. (Berlin: Springer Berlin- Heidelberg, 2006), p.p. 50-65

6
Okonkwo, Uche. Luxury Fashion Branding ( New York:PALGRAVEMACMILLAN,2007),79

3
raised an issue regarding the reproduction of a prestigious atmosphere and the sensory attributes of

luxury products online7.

Another marketing initiative, widely applied by luxury fashion brand companies, is community-

based marketing, aimed at forming a community of luxury fashion goods customers, which helps to

increase luxury fashion brand visibility, attract new customers and retain the existing ones 8. Very

popular community-based initiative is the shopping lunch, which mixes the art of entertaining and

socializing with shopping in a private setting9. Shopping lunches take place when luxury brands

invite a specific number of clients to an afternoon eating, socializing and shopping at a private

setting10. The benefits of community marketing and shopping lunches include the comfort of

exclusive private shopping in a relaxed environment; expert and individual style advice; high

customer satisfaction; high purchase probability; enhanced brand relationship; convenience for the

shoppers; and increase sales turnover for the brand11.

One more example of community building as well as a means of assuring the exclusivity of luxury

fashion goods is fashion shows, held in the stores or any other luxury premises, where the new

season’s collections are previewed to a select clientele prior to being displayed in stores. Such shows

provide access to luxury fashion goods that are only available by pre-order, helping the clients to

avoid on long waiting lists. One more important advantage of luxury fashion shows is the availability

of expert advice and individual attention through style advisers and fashion consultants, which are

often lacking in the stores, not to mention online shopping. This personalized service leads to a

higher purchase probability as well as increased customer satisfaction. Also, it adds to higher sales

7
Okonkwo, Uche. Luxury Fashion Branding ( New York:PALGRAVEMACMILLAN,2007),179

8
Stiff, Dan. Sell the Brand First. How to Sell your Brand and Create lasting Customer Loyalty. (New York: McGraw-Hill
Companies, 2006), p.p.150-170

9
Tungate, Mark. Fashion Brands:Branding Style from Armani to Zara (London:Kogan Page Limited, 2004),145

10
Okonkwo, Uche. Luxury Online: Styles, Systems, Strategies ( New York:PALGRAVEMACMILLAN,2007),97

11
Okonkwo, Uche. Luxury Fashion Branding ( New York:PALGRAVEMACMILLAN,2010),15

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turnover for the luxury fashion goods and enhances a stronger attachment between the customer and

the brand12.

The question arises – could fashion shows or community-based initiatives be transferred to Internet,

in this manner making them more available to a mass consumer public by providing information and

access to them though the fashion company website?

Talking about fashion shows, the disadvantages of providing fashion shows on website refer to the

fact that the buyers from stores are no longer to attend fashion shows, what might lead to a decrease

in the purchase of fashion goods: the online consumers would just watch and enjoy the Internet

fashion show without placing a pre-order. Furthermore, another danger lies in the possibility that the

newest fashion goods might come into the hands of copyists and counterfeiters, who can have

knocked-off versions of the clothes on sale before the original designers have finished taking orders

from customers13. In this manner web-based fashion shows might significantly decrease the incomes.

Nevertheless, I would like to draw your attention to the fact that nowadays there is a new consumer

concept – the so called digital consumer –, who spends more and more time on the computer and

mobile devices and who is also clearly willing to buy luxury goods and services online and who even

discuss their favourite brands through social media. Digital luxury clients either are or think of

themselves as sophisticated; they like to connect with other like-minded people who also reflect

these same attributes.14 This new digital customer belongs to the category of young people, who have

grown up in a world where content is delivered digitally; and therefore application of digital

12
Tungate, Mark. Fashion Brands:Branding Style from Armani to Zara (London: Kogan Page Limited, 2004), 135 Stiff,
Dan. Sell the Brand First. How to Sell your Brand and Create lasting Customer Loyalty. (New York: McGraw-Hill
Companies, 2006), p.p.40-46

13
Tungate, Mark. Fashion Brands:Branding Style from Armani to Zara (London:Kogan Page Limited, 2004), 135

14
Bardy, Genardo. Luxury Brands & Online Marketing: The Digital Agenda by Luxury Society, 2010, 5

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technologies for marketing activities is not new to them and is highly accepted by the: it is what they

expect and is a natural fit15.

Moreover, the digital customer is mobile and willing to acquire the goods from anywhere he/she

wants to, any time she wants to, from any place she wants to 16. E-commerce and Internet is a perfect

means for assuring the “mobile purchase process”, allowing the customer to acquire luxury fashion

brand goods from almost any place in the world he would like to.

Though, as it has been mentioned before, the disadvantage of Internet application for luxury fashion

goods sales and marketing is the lack of exclusive and prestigious locations where the luxury stores

are situated, Internet creates a prestigious online atmosphere, replacing the human senses in the

virtual environment and matching ‘high class’ with the ‘mass class’ concepts. Moreover, Internet

engages the customers on multiple levels: visual, auditory, emotional and intellectual, allowing the

customers to explore new ideas for ways to delight themselves 17. Therefore it can clearly state that e-

retail involves dynamic innovative means and differentiation, which meets the expectations of the

online consumers and creates customer loyalty.

Though Internet cannot provide for shop personnel assistance when purchasing luxury fashion

goods, it creates a virtual opportunity for the customers to explore the product features and benefits.

Moreover, the advantage of Internet technology lies in creation of the opportunity for the customers

to be informed and educated on the available luxury fashion products without feeling the perceived

pressure from a sales person. In this manner digital consumer may explore luxury fashion brands and

goods online in all their complexity, beauty and cultural dimensions.

To illustrate the successful application of Internet and digital technologies for successful luxury

fashion brand marketing, I would like to point out that one of the largest global fashion companies,

15
Bickers, James. Retail Digital Signage (NetWorld Alliance, 2007), 19

16
Bickers, James. Retail Digital Signage (NetWorld Alliance, 2007), 20

17
Omar, Ogenyi. Retail Marketing (London: Redwood Books Ltd., Trowbridge, 1999), 412

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Burberry, successfully uses e-commerce strategy and digital integration, which helps to transfer the

Burberry luxury fashion store to the Internet and serving both digital and conventional clients. In its

e-commerce, Burberry creates a seamless link between the physical and digital presence of the

Burberry brand, responding to the direction of retailing as an increasingly multichannel proposition.

In e-commerce, Burberry achieved 60% growth in the year of 2010, and plans continued investment

in this channel. The brand is also bringing this commitment to digital technology in-store.

What is more, through the integrated efforts of marketing, creative media and IT teams, Burberry has

built sector leading expertise in the digital media arena: Burberry won the Digital Innovation Award

at the 2010 British Fashion Awards. The award is a recent creation and is intended to celebrate the

leaders of digital initiatives & communications in fashion.

Also, it should be noted that Burberry with a great success incorporates web fashion shows in the

marketing strategy: the live streaming of the Spring 2010 show invited consumers globally to share

the full experience of a Burberry fashion show for the first time. The brand broke new ground by live

streaming in 3D the Autumn 2010 show to five locations around the world and was the first major

fashion house to do so. The webcast also allowed consumers to purchase runway items for expedited

delivery – another first for the luxury sector.

In addition to the 3-D simulcasts, Burberry also live-streamed the Prorsum show on its website, as

well as some 70 other sites, including Sky News, CNN, The Times and The Daily Beast, and invited

guest bloggers to tweet from Burberry's Twitter account.

From a commercial standpoint as an attempt to transfer luxury fashion brand atmosphere into the

Internet, Burberry fashion house applies new technologies that not only enable more people to see

the collection, but to buy it as well: major pieces from the collection start selling immediately after

the show on the company's Web site and buyers do not have to wait. Of course, it should be stated

that Burberry’s digital successes are matched with amazing clothing designs.

We could clearly state that the main advantages of web fashion show lies in its global, real-time and

cost-effective nature; Internet helps to strengthen brand awareness, inform consumers about their

products and services as well as share the company's history, values and expertise to a wide public.

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However, what about community-based marketing? Could this technique be transferred to Internet? I

should be noted that luxury brands have all the elements to tell compelling stories: elaborate

products, famous celebrities, exclusive events, sophisticated campaigns, artist collaborations and

often a unique craftsmanship. Therefore in digital environment and Internet luxury fashion brands

have found an opportunity to express themselves and communicate their news and heritage as well as

strengthen their brand at no cost using sites such as Facebook, Twitter and YouTube 18. Not

surprisingly, more than 95% of luxury executives are using a brand or company website to inform

and attract consumers19.

Successful application of Internet-based social media as a marketing tool can be demonstrated by

Burberry example. Burberry luxury fashion brand has established a leading presence across social

media platforms, creating new communities of interest. Burberry is the leading luxury brand on

Facebook with over one million fans. During the year, Burberry also launched artofthetrench.com, a

social media website which introduces the iconic trench coat to the digital generation and is

attracting the new, younger luxury customer to the brand. It is quite a significant result, as the luxury

fashion industry has been slow to keep up with the rapid pace of online media and branding.  and

online marketing is here to stay when it comes to luxury branding.

When establishing the social network ArtOfTheTrench.com Burberry took its classic trench coat

online, showcasing the chic coat to bloggers and younger audiences through the digital medium. 

Though Burberry already had a lot of of fans on Facebook by then, Burberry realized it needed to

develop its unique and exclusive identity through its own domain and community. The street-style

formula is simple and cheap: users post pictures of themselves looking as chic as possible in a

Burberry trenchcoat and wait for others to cast judgment. Those judgments are invariably positive,

giving the users an ego boost. Burberry reaps free advertising and a new source of brand loyalty.

18
Bardy, Genardo. Luxury Brands & Online Marketing : The Digital Agenda by Luxury Society, 2010, p.p. 19-22

19
Bardy, Genardo. Luxury Brands & Online Marketing : The Digital Agenda by Luxury Society, 2010 p.p. 10-15

8
A question arises why Burberry has created its own network when it already has such a large

Facebook presence? The answer is as follows: Burberry, in launching ArtOfTheTrench, was seeking

to create an experience outside the environment of mass market social communities and to give its

customers another outlet. In other words, launching its own community refines the audience from the

larger social networks. In this way Burberry is filtering users – giving a smaller segment of users a

more personalized experience with the brand and isolating customers who are more likely to become

long-term customers. By raising the barrier, Burberry is increasing engagement with those

individuals who might not even be customers yet. These are the customers who need the brand

experience, who need to feel the brand20.

To sum everything up it could be stated that as we can see, the luxury fashion brands are successfully

adopting Internet social media initiatives, transferring fashion shows to Internet environment as well

as relocating the fancy luxury fashion store to Internet.

And now we have come to the point when another question arises – what about the number of

Internet users, that would be potential customers of luxury fashion goods?

It should be stated that customers of luxury goods are among the global consumer population that

crave continuous Internet access. They represent a substantial proportion of the 600 million +

consumers worldwide who currently see online access as an absolute necessity, in the same manner

as they view eating and sleeping21. What is more, current indicators also show that online customer

population is growing steadily and rapidly. A large number of these online customers are wealthy

and they make frequent purchases online. For example, approximately one-quarter of the US online

population in 2000 had annual incomes of over 75 000 US dollars. The figure has doubled five years

20
http://www.facebook.com/note.php?note_id=183362925559

21
Okonkwo, Uche. Luxury Fashion Branding ( New York:PALGRAVEMACMILLAN,2007), p.p. 180-186

9
after, indicating an increasing online luxury consumer market 22. Moreover, Internet penetration both

in developing and developed economies

Also, it should be noted that consumers are likely to purchase luxury goods online are those with

previous offline experience or exposure to the brands23. It means that consumers are influenced by

their previous shopping experiences and brand perception both online and offline. This previous

experience has an impact on the current online purchasing. Therefore if the customer already has a

positive brand experience, he/she is likely to make a decision to acquire a luxury brand online.

Answering the question if Internet and e-commerce generate sales as well as conventional off-line

selling methods it should be noted that currently, sales generated by e-commerce (both company

owned and externally retailed) represents less than 10% of total sales for 55% of luxury retailers.

However, executives expect online revenues to significantly increase in the next 3 years. 56% expect

e-commerce to account for more than 10% of total sales at that time and 37% expect it to account for

more than 25% of sales24.

To sum everything up it should be noted that due to the growing influence of Internet and digital

technologies amongst luxury fashion brand consumers, particularly digital natives, the selling of

luxury fashion goods can be successfully transferred to the Internet assuring good financial results.

As we have seen the shopping atmosphere can be reproduced online Moreover, the sale of luxury

goods heavily relies on aesthetic and sensory aspects and this factor has raised a questions regarding

the reproduction of a prestigious atmosphere and the sensory attributes of luxury products online.

CHAPTER 3

22
Chaffey, Dave, Ellis-Chadwick, Fiona, Johnston, Kevin, Mayer, Richard,Internet Marketing: Strategy,
Implementation and Practice (London:FINANTIAL TIMES/PRENTICE HALL, 2006), p.p. 20-25

23
Okonkwo, Uche. Luxury Fashion Branding ( New York:PALGRAVEMACMILLAN,2007), p.p. 176-187
24
Bardy, Genardo. Luxury Brands & Online Marketing : The Digital Agenda by Luxury Society, 2010,p.p. 39-41
10
In this Chapter I will analyse the requirements that are raised for luxury fashion website and e-store

design, seeking to achieve more than basic, functional requirements such as providing a conducive

and pleasant shopping experience, but also to revel the sensory-related aspects and assure utilisation

of the human senses of vision, aural, smell and touch, assuring to the transferring of luxury store

atmosphere to Internet.

Initially, it should be mentioned, that Internet website is a main means of luxury fashion brand store

virtual reproduction, helping the fashion brand to distinguish its phenomenon, emphasize its heritage

and values. Moreover, it should be noted that a luxury fashion brand website should not only be an

appeal to the eyes, but also to the mind, because long after the colours and design are forgotten, the

virtual experience will always be remembered25. Furthermore, the homepage introduction has to be

powerful in order to create a high impact and reinforce the prestige attributes of the luxury fashion

brand.

It means that luxury fashion brand Internet web page should have certain key elements, utilized to

transfer the ‘looks and feel’ of sensory goods and the prestigious atmosphere to the e-boutique

virtual environment: visuals, sound, smell, usability and personalisation.

I would like to emphasize that sight is one of the most important senses that retailers can manipulate

to attract consumers and contributes to grasping the attention of the shopper. Visuals involve the use

of tools and aids such as colour-scheme, video clips, slide shows, three dimensional product view,

zoom facilities of whole and parts of products, text font, style and size, interactive flash media, full

screen mode and graphics.

The application of short and relevant video clips adds colour and excitement to the online fashion

brand luxury atmosphere.

Interactive animation is another essential visual tool, contributing to an enriched online retail

atmosphere. Moreover, interactive animation might serve for practical purposes: it could give the

online consumer a clear picture of the product size on the human form.

25
Okonkwo, Uche. Luxury Online: Styles, Systems, Strategies ( New York, PALGRAVEMACMILLAN,2007), p.p. 325-
326
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Colour is also highly important online visual element. This is because the fashion product attributes

are most enhanced by their colour scheme, the quality of images and their placements 26. Luxury

fashion Internet stores use colour heavily in e-stores and online catalogue sections of the websites.

Other visual means, helping to create impressive virtual store environment are website text and 3-D

zoom. The website text should be short and presented in an uncluttered format. The language of the

website text should be clear, concise and consistent in its tone through all the pages. Facilities for

three-dimensional product views as well as zoom view and product-size enhancement provide a

superior visualization of products as well as empower the customers to see products in their own

individual mode27.

Moving on to sound application in online store I would like to note that incorporation of sound in the

online store helps to stimulate different feelings in the subconscious of the online shopper: fast music

is used to generate high shopping traffic inflow and spending, loud and funky music is used to

encourage impulse purchase while soft music such as jazz and classical music are used to prolong the

length of time that customers spend in an online store, familiar and nostalgic sounds such as

waterfalls and chirping birds also stimulate spending. However, it should be mentioned that in order

to reach the most effect of music or sounds in the virtual store, they should be applied with a focus

on the brand personality.

No doubt, smell is a challenging human sense to transfer to the Internet virtual environment but

technological advancement has made it possible for online consumers to have a whiff of scent while

shopping on the Internet. A scent-smelling software called Digiscent now makes this possible

through a speaker-like device attached to a computer. Luxury brands can use this device to sell

luxury fashion goods that rely heavily on the sense of smell such as perfumes and cosmetics. The

absence of the sensory element of smell online can also be overcome through offering samples of

products from the website to interested e-shoppers just as is done in offline stores. A first purchase of

26
Okonkwo, Uche. Luxury Fashion Branding ( New York, PALGRAVEMACMILLAN,2007),p.p. 210-216
27
Okonkwo, Uche. Luxury Online: Styles, Systems, Strategies ( New York, PALGRAVEMACMILLAN,2007)p.p. 326-
330
12
a scent-based product usually leads to regular future purchases as a result of an affiliation with the

scent. Therefore, there is a high probability of repeat online purchases of scent-based products. Scent

can also be easily recalled and affiliation with a particular scent is hardly outgrown28.

Usability is the backbone of a website and crafts the online experience through navigation and

interactivity. It is also an essential element for a high-impact experience and can contribute

substantially to a luxurious fashion brand online atmosphere. Luxury consumers expect reliable and

fast service and at the same time, more value to be added to their online experience through a high

level of interactivity. The utilisation of easy navigational tools, full screen mode and new window

tools as well as several program choices not only makes the browsing experience effortless but will

likely encourage the browser to click through several pages on the website.

Customisation and personalisation of products, services and web pages rank highest among the

yearnings of the current luxury consumer. In the present ‘Generation Me’, society, every consumer

desires to be recognised as important, treated with respect and provided with personal attention29.

The fashion luxury brand Burberry might serve as an example of integration of the aforementioned

key elements in to its home page and online store.

Firstly, it should be noted that Burberry has implemented highly graphical and attention grasping

home page, which is constantly updated and creates high impact. Burberry applies very impressive

visualization for its online store, which is gained by digitizing its fashion shows and merchandise.

The full-screen slideshow on the main page invites visitors to check out the latest collection. It

should be said that every item in Burberry’s apparel and accessories collections is presented in a

unique way on the company’s website. In Figure 1, as an example, you can see the so called “live

photo” effect with 3-D rendering added:

28
Okonkwo, Uche. Luxury Fashion Branding ( New York, PALGRAVEMACMILLAN, 2007), p.p.218-220
29
Omar, Ogenyi. Retail Marketing (London, Redwood Books Ltd., Trowbridge, 1999), p.p. 410-414
13
 Figure 1

Moreover, Burberry in its webpage incorporates fashion shows and interactive videos, available for

viewing in 3-D. Visitors can enjoy the fashion shows and explore the outfits. Moreover, the the

webcast also allows consumers to purchase runway items for expedited delivery. In Figure 2 you can

see an example of Burberry 3-D fashion show, presented on the company’s webpage. 3D technology

brings together the global audience and consumers into Burberry virtual store, allows them to enjoy

the fashion show as well as see the colour and fabrics of the outfits.

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 Figure 2

Furthermore, Burberry’s homepage is updated on a regular basis. It also has soft integrated as well as

interactive flash media, with fashion models showing products.

To summarize the above-said, it should be said that the appropriate application of the visuals, sound,

smell, usability and personalisation allows creating the e-boutique virtual environment and

transferring the luxury fashion brand store to Internet.

CONCLUSION

The aim of the study was to explore the Internet marketing for luxury brands as well as analyse if

Internet is suited for successful luxury fashion brands marketing and answer the question if luxury

fashion brand store atmosphere and marketing initiatives can be transferred to the Internet.

15
Having performed the study, I would like to conclude that although challenging, it is possible to

transfer the luxurious and prestigious store atmosphere of luxury fashion brands to the Internet

virtual environment and it is possible to successfully sell luxury fashion goods online.

It should be noted that luxury fashion brand Internet store should have certain key elements, which

help to create the prestigious atmosphere and luxury e-boutique virtual environment. Those elements

are: visuals, sound, smell, usability and personalisation. All those elements shall be appreciated by

the up-to-date digital consumer, spending more and more time on the computer as well as mobile

devices and clearly willing to buy luxury goods and services online and even discuss the favourite

brands through social media.

In order to reach the highest sales effect, the retailers need to integrate Internet technology and e-

retailing with their general retail marketing philosophy of customer orientation. The effective and

creative ability to manage the two functions (the function of Internet combined with conventional

retail marketing) synchronically and unify their performance, creates a significant competitive

advantage for a luxury fashion retailer.

REFERENCES

BOOKS

Bardy, Genardo. Luxury Brands & Online Marketing: The Digital Agenda by Luxury Society, 2010

Bickers, James. Retail Digital Signage, (NetWorld Alliance, 2010)

Chaffey, Dave, Ellis-Chadwick, Fiona, Johnston, Kevin, Mayer, Richard, Internet Marketing:

Strategy, Implementation and Practice, (London: Finantial Times/Prentice Hall, 2006)

Chevalier, Michael, Mazzalovo, Gerald. Luxury Brand Management: a Worl of Privilege,

(Singapore: Saik Wah Press Ltd., 2010)

KOTLER Philip, PFOERTSCH, Waldemar. B2B Brand Management. (Berlin: Springer Berlin-

Heidelberg, 2006)

Tungate, Mark. Fashion Brands:Branding Style from Armani to Zara, (London: Kogan Page

Limited, 2004)
16
Okonkwo, Uche. Luxury Fashion Branding, (New York: Palgravemacmillan, 2007)

Okonkwo, Uche. Luxury Online: Styles, Systems, Strategies, (New York: Palgravemacmillan, 2007)

Omar, Ogenyi. Retail Marketing, (London: Redwood Books Ltd., Trowbridge, 1999)

Stiff, Dan. Sell the Brand First. How to Sell your Brand and Create lasting Customer Loyalty. (New

York: McGraw-Hill Companies, 2006)

URBANAUSKIENĖ, Rūta, VAITKIENĖ, Rimgailė. Prekės ženklo valdymas [Brand Management].

(Kaunas: KTU leidykla "Technologija", 2006)

WEB PAGE

http://www.facebook.com/note.php?note_id=183362925559 (accessed 20th April, 2011)

http://www.wallpaper.com/fashion/burberry-streams-3d-fashion-show/4319 (accessed 24th April,

2011)
http://www.focusonstyle.com/Blog/Burberry-3D-fashion-show (accessed 19th April, 2011)

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