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Luxury Online: Styles, Systems, Strategies
This new book focuses on the analysis of the online strategy and development of the luxury industry, tracing the evolution of the Internet from a means of communication to a trade and distribution channel. The author provides a comprehensive evaluation and a critical assessment of the tactics required for the management of luxury brands online.
384 pages, Hardcover
First published April 14, 2009
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Displaying 1 - 3 of 3 reviews
October 25, 2010
Deluxe look at how the web sells luxury
How do you market luxury items, which by definition are exclusive, on the internet, which by definition is accessible to the masses? This is the conundrum facing the luxury products industry, explains high-end marketing strategist Uché Okonkwo, and most deluxe brands have failed to find a solution – so far. Prada didn’t even have a website until 2007. Today, countless blogs, forums and websites are dedicated to exchanging information that once belonged exclusively to the elite. For instance, in 2009, online “fashionistas” saw Madonna’s Louis Vuitton ad campaign months before the images appeared in Vogue. Thousands of savvy observers congregated on the web, talked about the ads, pronounced judgment and moved on to the next big thing. Okonkwo explores how the web has revolutionized the way people perceive, view and purchase luxury goods. She explains why the industry must do a better job of responding to and participating in the digital world. Her exposition is thorough, solid and relevant, with abundant helpful pictures, though wordiness and repetition somewhat impede smooth sailing. Still, getAbstract believes it is a landmark resource for the luxury sector and of interest to anyone in e-commerce.
To learn more about this book, check out the following link: https://www.getabstract.com/summary/1...
How do you market luxury items, which by definition are exclusive, on the internet, which by definition is accessible to the masses? This is the conundrum facing the luxury products industry, explains high-end marketing strategist Uché Okonkwo, and most deluxe brands have failed to find a solution – so far. Prada didn’t even have a website until 2007. Today, countless blogs, forums and websites are dedicated to exchanging information that once belonged exclusively to the elite. For instance, in 2009, online “fashionistas” saw Madonna’s Louis Vuitton ad campaign months before the images appeared in Vogue. Thousands of savvy observers congregated on the web, talked about the ads, pronounced judgment and moved on to the next big thing. Okonkwo explores how the web has revolutionized the way people perceive, view and purchase luxury goods. She explains why the industry must do a better job of responding to and participating in the digital world. Her exposition is thorough, solid and relevant, with abundant helpful pictures, though wordiness and repetition somewhat impede smooth sailing. Still, getAbstract believes it is a landmark resource for the luxury sector and of interest to anyone in e-commerce.
To learn more about this book, check out the following link: https://www.getabstract.com/summary/1...
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February 26, 2011Frankly, I was shocked that this ever got published. I tried to finish it...no way was I going to read the obvious (patronizing) text with pretty pictures and a horrendous glossary (FULL of mistakes).
I regret the dollars spent and I highly recommend you save your own.
Her first book was a novelty item (with a scary cover), full of errors, but for newbies...good enough.
This second book is just tr***. It even claims she is Dr. Okwonko, a fact that I checked out after reading online some other reviews...it turns out that she lied to MacMillan! No PhD from any French business school. Scam artist: content blatantly obvious.
No. Do not buy this!!
I regret the dollars spent and I highly recommend you save your own.
Her first book was a novelty item (with a scary cover), full of errors, but for newbies...good enough.
This second book is just tr***. It even claims she is Dr. Okwonko, a fact that I checked out after reading online some other reviews...it turns out that she lied to MacMillan! No PhD from any French business school. Scam artist: content blatantly obvious.
No. Do not buy this!!
November 15, 2015
very useful journey for all luxury lifestyle product proffesionals.
the internet part can be a little too much for someone already working in digital marketung, but her insights from industry are really valuable.
the internet part can be a little too much for someone already working in digital marketung, but her insights from industry are really valuable.
Displaying 1 - 3 of 3 reviews