The Impact of Web Design on Consumer Perceptions of Luxury Brands
A research paper on how luxury apparel brands can benefit from the Internet without compromising perception of quality or exclusivity.
# 154102 | 8,194 words | 42 sources | 2014
Published on Jan 15, 2015 in Business (International) , Economics (International) , European Studies (European Union)
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From the Paper:"The luxury apparel market has typically shied away from the Internet environment for fear of diminishing its exclusive nature and subsequently devaluing the brand. This study questions the traditional assumption in marketing that luxury brands should not sell their products online and explores how the luxury experience can be recreated in an online environment. It aims to provide guidance as to how luxury brands can adapt to the digital age so as to maintain customer loyalty, brand awareness and, ultimately, profitability.
A qualitative approach was chosen so as to verify and complete existing literature on the topic, and to identify new concepts that might emerge in line with current consumer trends. Twelve semi-structured interviews with consumers of luxury fashion were conducted in person to provide an insight into luxury shopping habits and how the Internet can be integrated into the shopping routine. Participants were observed whilst browsing two luxury brand e-stores (Burberry and Prada) and were asked to give their impression of them whilst comparing the two.
"The study established that a luxury brand's online store is another branch of the luxury experience that should be seen as complementing rather than replacing the physical store. In a time-consuming world where individuals seek instant gratification, the online store allows shoppers to browse and purchase items from their favourite brands quickly and conveniently. Such is the prestige of the luxury brand that simplicity and practicality is all that is needed to showcase the product and provoke desire, while the notion of exclusivity is reserved for the physical realm. The web design reinforces the brand image and consequently the consumer's perception of the said brand."
Cite this Analytical Essay:
The Impact of Web Design on Consumer Perceptions of Luxury Brands (2015, January 15) Retrieved November 26, 2020, from https://www.academon.com/analytical-essay/the-impact-of-web-design-on-consumer-perceptions-of-luxury-brands-154102/
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