The article below from the New York Times is about selling and promoting luxury goods online (such as Prada and Burberry). I suggest browsing the article because it shows how some companies are properly using the the web to make money.
Excerpt:
Selling luxury goods online isn’t the problem — that’s a done deal. Rather, it is that designers and fashion chiefs... can’t seem to grasp the most obvious aspect of the ... Web.
Go to the sites of the most innovative labels — Prada and Balenciaga, to name two — and you find almost no appreciation for the potential of digital technology. No special films that might illuminate the creative process, no animation, no design gestures that are consistent with the contemporary spirit of these brands. Instead, what you chiefly get is a video of the last collection, some still images from an advertising campaign and, in Prada’s case, an update about its art-world projects.
Meanwhile, pesky bloggers — to whom fashion houses threw open theirs doors in the unexamined belief that their presence was good for marketing — are downloading every scrap of information as fast as they can. They have overrun the ivory tower.
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The big guys may want to pay attention to the oldest name on the block, Hermès. The standard-bearer of the establishment, the creator of the Kelly bag, has one of the most imaginative sites going. Created in 2008, the site, which has games and lots of windows to open and explore, is charming and elegant — consistent with the brand’s heritage yet utterly contemporary in a way that you would expect of the Web.
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Full article:
http://www.nytimes.com/2009/12/31/fashion/31NOTEBOOK.html?_r=1&scp=1&sq=stodgy%20prada&st=cse
I also encourage you to visit the site that the author enjoys:
http://artofthetrench.com/
Tags:
marketing luxury goods online new york city web design online selling selling luxury goods
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