Luxury online: styles, strategies, systems

List of Tables and Figures

List of Case Analyses

Foreword

Acknowledgments

Author's Note

Introduction: Moving beyond slow motion

Part 1. Getting It!

1. Is luxury (still) afraid of the Internet?

2. Connected luxury

3. Web 2.0, the social web (or whatever you prefer to call it) is real!

Features and functions of the social web

The upside of the social web

The dark side of the social web

Blogging your life away

The blogosphere

What should luxury brands be doing about blogs?

A look at how blogs will evolve

The online world of social networks

What should luxury brands be doing about social networks?

e-communities

Virtual immersive worlds

Beyond the social web: what will happen after the frenzy?

Part 2. Doing It!

4. The e-experience: creating more than a luxury website

It's not just about having a website

Living the luxury e-experience

Moving beyond the webmosphere to the luxemosphere

Designing the "winning" luxury website

Now to the main issue: creating the luxury website

The 7-Cs of luxury website creation

5. Let's talk: communicating the luxury message online

Giving way to the new communications style

The magazine madness

Strategies and approaches for online communications

Communicating through the luxury brand's own website

Communicating through online media websites

The social web communications dilemma

Doing it well and avoiding the don'ts

6. The art of selling the dream online

The 360° e-retail experience

Crafting the integrated e-retail strategy

Creating the luxury e-boutique

The front office

The back office

The discount dilemma

The sample sale syndrome

The temporary ownership movement

Sellers and counterfeiters

7. e-people are real people

A look at the current luxury client

Cracking today's luxury client

The international luxury client

Rewarding the online luxury client

From e-people to what people?

8. Beyond the Internet: mobile technology and innovation for luxury

The mobile luxury debate

Technology and innovation for luxury

Creating products through body scanning

Extending the product through innovation

Re-defining product functionality through materials

Store merchandizing through innovation and interactive screening

9. A look at the best and worst practices of luxury online

The Watch Avenue challenges the virtual location notion

Luxury Culture paves the way for the online luxury experience

Viktor & Rolf changes the look of luxury online

Learning from the worst practices

Epilog: Q & A with Uche

Bibliography

Glossary of luxury online terms

Index