Luxury Online

Okonkwo, Uche Uwaezuoke

doi:10.1057/9780230248335

Cited by 119 publications

(23 citation statements)

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“…Furthermore, she goes on to assert that 'general consensus indicates that online product personalisation, customisation and cocreation is inapplicable to luxury because luxury brands are supposed to create a 'dream', which means imagining what consumers desire before they even know it, and bringing this dream to life.' (Okonkwo, 2010: p.176) Although she agrees with bringing the dream to life she disagrees 'that luxury products may not be personalised or customised online.' (Okonkwo, 2010: p.176) Okonkwo does make reference to the Louis Vuitton Hot Stamping service, but implies that luxury and luxury brand services are the same.…”

Section: Personalised Customised and Bespoke Servicesmentioning

confidence: 98%

Personalization, customization and bespoke: Increasing the product offer

Borstrock

2018

Journal of Design, Business &Amp; Society

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It could be said that true luxury products are defined through skill, connoisseurship, rarity, craftsmanship and innovation. Luxury brands on the other hand are defined by illusions of luxury, fashion, authenticity, lifestyle, aspiration, the global market and profit. Increasingly luxury brands have introduced options to customize and personalize their products to enhance their offer and thereby creating the perception that the customer is purchasing something individual. However, these options within the realms of the luxury brand, do nothing more than offer variations on a theme. Component pieces within an existing product range are produced and offered for sale as part of an existing product category. Offering a customised product changes the perception of the consumer. They believe they are buying something different but this is far from the reality. Luxury brands offer customisation to attempt to diversify and add value to their product offer. If one considers craftsmanship and innovation as core components in creating differentiation between luxury and luxury branded products, it could then be argued that traditional crafted products and the integration of digital technologies challenge the status quo. As customisation and personalisation is already occupying a place of growing significance and includes viable modes of industrialised production, the product offer lacks the integrity that would be associated with a handmade luxury product.

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Section: Personalised Customised and Bespoke Servicesmentioning

confidence: 98%

Personalization, customization and bespoke: Increasing the product offer

Borstrock

2018

Journal of Design, Business &Amp; Society

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“…An effective channel of communication at relatively low development costs is offered by Internet, which allows the transmission of the heritage of the luxury brand to a wider audience of recipients (Okonkwo, 2010), making it possible, at the same time, to establish deeper relationships with consumers of luxury goods (Christodoulides, 2009). The sheer size of the net is also well suited to the current tendency of democratisation of luxury goods (Silverstein & Fiske, 2004).…”

Section: Pertinence To Luxury Heritage Brand Communicationmentioning

confidence: 99%

“…In particular, websites play an essential role in communication to key stakeholders because they are considered by Mangold and Faulds (2009) as important brand element and much-employed source for brand contacts in contemporary markets. Nevertheless, many luxury brands are still reluctant to build a strong presence in the digital landscape fearing to break with tradition and lose their exclusive positioning (Okonkwo, 2010). Hence the need to assess the online communication of the brand's heritage, so as to identify strengths and weaknesses in the action of exploitation of the potential of the heritage brand in the digital environment.…”

Section: Introductionmentioning

confidence: 99%

Online Communication and Luxury Heritage Brand towards the E-HBC Matrix

Marino¹,

Montera²

2019

IJBM

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Communicating the luxury heritage brand is a new frontier of online communication. This paper intends to evaluate the online communication of the heritage brand in terms of identity traits and management aspects of a corporate group operating in luxury goods, to help fill some gaps in the literature. Using a case study on the LVMH Group, one of the most iconic luxury conglomerates, we selected 35 historic brands, in order to highlight those ambits of heritage that function well and those areas that require improvements on a communication level. Our objective is to identify the types of online communication and relative possibilities of development using the new model of the e-Heritage Brand Communication Matrix. The data is collected by a team of web marketing experts for luxury goods. The results are discussed from an intra- and inter-sectorial perspective.

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“…W tym drugim przypadku -wirtualnym -wskazuje si na wyst powanie tzw. e-do wiadcze (Constantinides, 2004;Okonkwo, 2010;Kacprzak, 2017). Stanowi one jednak zubo on wersj dozna powstaj cych w realnym wiecie -do wiadcze , które s efektem oddziaywania na wszystkie pi zmys ów cz owieka.…”

Section: Tabela 1 Porównanie Tradycyjnych Wydarze Wystawienniczych Zunclassified

B2b Virtual Trade Fair – Real or Utopian Alternative to Traditional Meetings Between Exhibitors and Visitors?

Gębarowski

2018

Ekonomiczne Problemy Usług

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Luxury Online

Cited by 119 publications

References 0 publications

Personalization, customization and bespoke: Increasing the product offer

Personalization, customization and bespoke: Increasing the product offer

Online Communication and Luxury Heritage Brand towards the E-HBC Matrix

B2b Virtual Trade Fair – Real or Utopian Alternative to Traditional Meetings Between Exhibitors and Visitors?

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