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Most 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.

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