How Fashion Brands Learned to Click – A Longitudinal Study of the Adoption of Online Interactive and Social Media by Luxury Fashion Brands
|Institusjon||Copenhagen Business School|
|Nøkkelord||e-commerce, interactive, social media, Web 2.0, 8C framework, branding, fashion, technology|
|Utgiver||Tapir Akademisk Forlag|
|Adresse utgiver||Besøksadresse: Akademika Forlag Nardoveien 12, Trondheim Postadresse: Akademika Forlag Postboks 2461 Sluppen 7005 Trondheim|
AbstraktMost luxury fashion brands have yet to develop a clear and focused
integrated online strategy, as they have struggled with the dilemma of interacting with
fans and customers online. We observed how 15 luxury fashion brands utilized social
and interactive online technologies in 2006, 2008 and 2010 by formulating a framework
for assessing fashion websites and brand controlled social media sites. Our findings
illustrate that the observed luxury brands have increased their adoption of social and
interactive digital technologies since 2006, and that with the help of Web 2.0
technologies fashion brands can create an immersive and innovative environment
online.The findings furthermore have relevance for practitioners, as the developed
framework can function as a checklist for fashion brand website creation.
ReferanserAlexander, E. 2010, Burberry\'s Theatre. Vogue, 8/9/2010
http://www.vogue.co.uk/news/daily/100908-burberry-retail-theatre-launch.aspx Alexander, H. 2010, Burberrys conquest of cyber space. Telegraph, 8/9/2010
Begalli, D., Codurri, S. & Gaeta, D. 2009, \"Wine and web marketing strategies: The case study of Italian speciality wineries\", British Food Journal, vol. 111, no. 6, pp. 598-619. Bernoff, J. & Li, C. 2008, \"Harnessing the power of the oh-so-social web\", MIT Sloan Management Review, vol. 49, no. 3, pp. 36.
Economist (2007) \"Serious Business. Web 2.0 goes corporate\" Report from the Economist Intelligence Unit 2007
econsultancy 2011, Social media drives 3% of traffic to e-commerce sites: survey . FDIH 2010, Dansk e-handels analyse .
Georgiadis, C.K. & Manitsaris, A. 2005, \"Personalization of User Interfaces in e-Commerce and m-Commerce Applications\", Proceedings from IADIS International e-Commerce Conference 2005, pp. 195.
JC Williams 2008, Organizing for Cross-channel Retailing.A Shop.org Study by J.C. Williams Group
Jennings, M. 2000, \"Theory and models for creating engaging and immersive ecommerce websites\", Proceedings of the 2000 ACM SIGCPR conference on Computer personnel researchACM, pp. 77.
Kapferer, J.N. & Bastien, V. 2009, The luxury strategy: break the rules of marketing to build luxury brands, Kogan Page Ltd.
Kvale, S. & Brinkmann, S. 2008, Interviews: Learning the craft of qualitative research interviewing, SAGE Publications, Inc.
Lee, W. & Benbasat, I. 2003, \"Designing an electronic commerce interface: attention and product memory as elicited by web design\", Electronic Commerce Research and Applications, vol. 2, no. 3, pp. 240-253.
McKinsey 2008, Building the Web 2.0 Enterprise. McKinsey Global Survey.
McKinsey 2007, How businesses are using Web 2.0: A McKinsey Global Survey.
Okonkwo, U. 2009a, Luxury Online: Styles, Systems, Strategies, Palgrave Macmillan. Okonkwo, U. 2009b, \"Sustaining the luxury brand on the Internet\", Journal of Brand Management, vol. 16, no. 5, pp. 302-310.
PPR 2011, PPR creates a New E-Business Development Unit. Corporate press release. Rayport, J.F. & Jaworski, B.J. 2003, Introduction to E-commerce, McGraw-Hill Boston. Reuters 2010a, British business: ASOS turnover.June 6 2010 Available from
Reuters 2010b, Richemont seeks to buy UK\'s Net-a-Porter. 1 April 2010. Available from http://www.reuters.com/article/idUSLDE63004020100401
Riley, F.D.O. & Lacroix, C. 2003, \"Luxury branding on the Internet: lost opportunity or impossibility?\" Marketing Intelligence & Planning, vol. 21, no. 2, pp. 96-104. Sabouri, M. & Jalali, A.A. 2009, \"Evaluating Web 2.0 Services Based on 7C Framework\", Information Technology: New Generations, 2009. ITNG\'09. Sixth International Conference onIEEE, pp. 1693.
Seringhaus, F.H.R. 2005, \"Selling Luxury Brands Online\", Journal of Internet Commerce, vol. 4, pp. 1.
Siddiqui, N., O’Malley, A., McColl, J.C. & Birtwistle, G. 2003, \"Retailer and consumer perceptions of online fashion retailers: web site design issues\", Journal of Fashion Marketing and Management, vol. 7, no. 4, pp. 345-355.
The Retail Bulletin 2010, Luxury fashion retailers: functionality or flash? Yang, T.A., Kim, D.J., Dhalwani, V. & Vu, T.K. 2008, \"The 8C framework as a reference model for collaborative value Webs in the context of Web 2.0\", hicss IEEE Computer Society, pp. 319.
Yoox 2010, Annual report 2010. available from
Forrige artikkel Neste artikkel