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.
I have just finished reading this book and I found it very insightful and a real eye-opener. Luxury Online has shown me the opportunities of the digital world and I am recommending it to all my colleagues. It is also written in the author's usual style of informal language and in full colour, which made it easy for me to read. I also liked the structure of the book in two parts: "Getting It", for people that are not savvy with digital technology and "Doing It" for those that are already into the web but need clear strategies. I think anyone interested in taking advantage of the internet should read this book whether they're in luxury or not. Thank you for this book Uché and I hope you will publish more books on luxury.